88 [EB Series] Why a Global EVP Will Fail Without Local Voices | Jenny Roberts (ex-BP)

In this episode of the VideoMy Pod's Employer Brand Series — recorded live in Singapore — hosts David Macciocca and Emma Lang sit down with Jenny Roberts, a seasoned employer brand consultant with nearly 20 years of experience across agency and in-house roles, to tackle one of the most common challenges in the region: being handed a global EVP and expected to just roll it out. Drawing on experience across both a global in-house role at BP and agency experience at TMP, Jenny unpacks why a one-size-fits-all approach simply doesn't work across Asia's diverse markets, and what practitioners can do instead. From transcreation and platform localisation to recruiter toolkits and employee-generated content, this episode is packed with practical, hard-won advice for anyone navigating the gap between global strategy and local reality. For employer brand practitioners working across multiple markets, or anyone trying to get buy-in from global stakeholders who don't yet understand why localisation matters, Jenny's perspective is both strategic and immediately actionable. Key Topics: 02:00 – Jenny's background: from print media planning to global employer brand 05:30 – Why rolling out a global EVP without localisation loses relevance fast 09:00 – Transcreation vs. translation — keeping sentiment without losing meaning 13:00 – How to keep global consistency while giving local markets flexibility 17:30 – Using focus groups and research to build the business case for localisation 22:00 – Platform localisation: why WeChat, not LinkedIn, wins in China 27:00 – Aligning employer brand with internal comms and values work 31:30 – Building recruiter toolkits to protect brand consistency at the local level 35:00 – Employee-generated content and why it outperforms polished corporate posts 39:00 – How Asia's growth markets are finally getting the EB attention they deserve 41:30 – Tips for starting out: educate stakeholders, run focus groups, build case studies