In this episode of the VMJPod’s Employer Brand Series, David Macciocca flips the mic on his co-host, Grant O’Donnell, Employer Brand Lead at Nine, to explore what it takes to build and prove the value of employer branding inside one of Australia’s largest media companies.Grant shares his journey from recruitment marketing to employer brand, how Nine developed an EVP that balances creativity with consistency, and why measuring impact in terms that leaders care about is critical.Whether you’re stepping into your first EB role, looking to demonstrate ROI, or navigating stakeholder buy-in, this episode offers practical lessons on storytelling, influence, and scaling brand impact.Key Topics03:00 – Shifting from recruitment marketing to employer brand and the misconceptions along the way.07:00 – Linking EB activity to candidate quality and stronger talent pipelines.12:00 – Building Nine’s EVP: balancing creativity, consistency, and multiple brands.18:00 – Why employee voices are central to employer brand storytelling.23:00 – Grant’s advice for EB leaders on making an impact with limited resources.If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-tos. Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists or click on the pricing page to learn about our new 60-day pilot program. Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMyJob, we are so grateful when you do that!

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