Service Organizations Can't Win the Talent War Without Strategic Employer Branding | UNSCRIPTED

The field service and frontline industries are facing a talent crisis that won't solve itself. Frontline industries need to hire 250,000 people a month just to keep pace with retirements — and 87% of frontline workers aren't sure the culture their company markets even applies to them. In this episode, host Sarah Nicastro sits down with Marta Riggins, strategic consultant and former employer brand leader at Instacart, LinkedIn, and Pandora Music, to explore what service organizations stand to gain from thinking more intentionally about employer branding — and how to get started. Marta brings a refreshingly practical perspective: employer branding isn't just a marketing exercise, it's a direct lever for attracting and retaining the frontline talent your organization depends on. And the playbook is more accessible than most leaders think. In this conversation, Sarah and Marta cover: • What employer branding actually means — and why it's more urgent than ever for service organizations • The employee value proposition (EVP): what it is, why it matters, and how to build one grounded in reality • The top things candidates across every industry and generation want from work today (flexibility ranks #2 globally — and it's rising) • Why 87% of frontline workers don't feel the company culture applies to them — and what to do about it • How to break free from legacy brand constraints and get creative without losing authenticity • Why "culture fit" is exclusionary — and why "culture add" changes everything • How service leaders can partner with HR and marketing to drive real change • The Land O'Lakes story: how introducing flex schedules filled roles that had zero applicants • Practical ways to extend existing programs and recognition to frontline workers who are often left out • Why whoever brands themselves as "frontline first" will win the talent war 🌐 Visit us at futureoffieldservice.com 📩 Subscribe to The INSIDER for exclusive monthly content: futureoffieldservice.com/the-insider