Are you ready to transform your organization’s culture and employer brand into a magnetic force that attracts the best talent? In the latest episode of Blu Thread Conversations, we delve deep with Jackie Whitson and Tess MacLeod from ATB Financial, a company that has mastered the art of employer branding.
Listen to S01E04 – Culture by Design: Building a Magnetic Employer Brand with ATB
ATB Financial, a leading financial institution in Alberta, Canada, has been recognized as a Great Place to Work for eight consecutive years. But what’s their secret? It’s all about intentional culture by design. The company takes pride in its exceptional culture and team member experience, which is taken seriously from the CEO down to every team member.
Jackie and Tess open up about the innovative and intentional ways ATB approaches employer branding. They share insights on how their employer brand strategy and employee value proposition drive measurable business impact by elevating employee experience and integrating diversity, equity, and inclusion initiatives.
What’s fascinating about ATB’s approach is their structure. They’ve brought together their culture, brand, people, and communications functions under one roof. This alignment has led to a shared understanding and purpose, enabling them to drive the right outcomes for the organization and create a high care, high-performance culture.
Another highlight of the episode is ATB’s commitment to employee advocacy. Their program, ATB Amp’d, empowers team members to become brand ambassadors, sharing authentic stories that resonate with potential recruits and clients alike. This strategy has not only been successful in terms of engagement but has also inspired other team members to share their experiences on social media.
As we move through the conversation, Jackie and Tess emphasize that employer branding is not just a campaign; it’s an ongoing strategy that weaves together culture, marketing, team member experience, and authentic storytelling. They advise other CHROs and employer brand teams to view employer branding as a holistic approach that is lived every day.
So, what’s next for ATB? They’re launching a storytelling campaign called “More Than Work,” which showcases why ATB is more than just a job for their team members. This campaign is set to amplify their employer brand awareness further and attract top talent.
This episode of Blu Thread Conversations is a treasure trove of wisdom for transformational leaders, CHROs, HR, brand, and communications leaders looking to make a significant impact in their organizations. By listening to Jackie and Tess’s journey, you’ll be inspired to take your employer branding to the next level.
Don’t miss out on this episode. Tune in, learn, and start weaving your own powerful narrative at the intersection of people, culture, and performance.
More on ATB Financial:
ATB Financial is a leading financial institution that started in Alberta, Canada that has been recognized as a Great Place To Work for the past 8 years. Today, ATB has over 5000 team members serving over 800,000 clients across our personal and business banking areas, ATB wealth management and ATB Capital Markets.
Episode Host:
Episode Chapters
(02:30) How ATB approaches employer branding
(06:58) ATB brings both brand and HR culture teams together to support employer brand strategy
(10:54) Activating your employer brand with intention
(13:47) How to find internal employee advocates
(15:15) ATB’s employee advocate training program to empower its employees to share on social media
(18:30) ATB’s advice for other CHRO and employer branding leaders
(19:42) What’s next on ATB’s employer brand journey
(22:33) How do you ensure your value proposition is lived internally before sharing externally
(24:45) Episode reflection for CHROs
Blog Contributor:
James Powell
Vice President Client Strategy & Creative
Blu Ivy Group
About Us
Blu Ivy Group is a global leader in employer branding, organizational culture, and recruitment marketing. We help organizations across the private, public, and not-for-profit sectors build extraordinary employee experiences, magnetic employer brands and high-performance cultures.
Connect with us today and let us help you transform your organization into a workplace that inspires your employees, leaders, customers, and shareholders.
Contact: sparker@bluivygroup.com
Visit: bluivygroup.com