85 [EB Series] Aligning Employer Brand and Employee Experience Globally | Jessica Tucci (ex-PwC)

Part of VMJPod's Employer Brand Series, hosts David Macciocca and Brie Mason sit down with Jessica to unpack launching a new global brand and people value proposition for a large professional services firm, and ensuring what you promise externally matches what employees experience internally. Jess shares her 18-month journey aligning brand, EVP and employee experience across hundreds of thousands of people globally, coming off the back of a major reputational crisis in Australia. The challenge? Moving from a loose network of locally-led corporations to one consistent brand message where the experience is the same everywhere. The conversation reveals why brand must start from the inside out. Jess explains the critical education phase – training marketing, communications, employer brand, people teams and leadership on the why, the what and the how. She shares the three-stage measurement approach: adoption , activation and impact. A key insight: employer brand and employee experience shouldn't live in separate silos. By bringing both under one umbrella, Jessica's team tracked the entire journey from candidate to exit, proving employer brand drives business performance, not just recruitment metrics. Key Topics: 05:00 – Why brand must start from the inside out 10:00 – Fixed brand guidelines vs. local flexibility globally 15:00 – Launching internally and externally simultaneously 20:00 – Three-stage measurement: Adoption, activation, impact 25:00 – The give and get: Being overt about value exchange in your EVP 30:00 – Getting employer brand on the firm-wide scorecard 35:00 – Working hand-in-glove with marketing and comms 40:00 – Three takeaways: Start inside, simplify your story, measure belief not reach