The antipodean approach – evolving the world of employer brand from our shores

Here in Aotearoa, we’re quietly doing something impressive. Having recently ‘sharpened our tools’ by gaining the world’s number one employer brand leadership certification (from Employer Branding College) Ben Tinker and Dan Phillips have been reflecting on where the global EB market is headed… and where we sit on that curve. The good news? We’re not just keeping pace - we’re punching above our weight. 

The global compass is shifting 

We had a great chance to step to the side, take stock, and analyse what’s happening worldwide. Three employer brand signals stood out: 

• Technology and data have a seat at the table. AI, and analytics, are driving a new era of precision in employer branding, which means greater relevance and understanding of impact.

• Authenticity, transparency, and culture matter more than ever. We know they’ve always been important. But candidates don’t just want a job - they want to belong and be a part of something bigger that aligns with their personal values. 

• Employer branding is part of clever business strategy. It’s no longer just recruitment marketing; it’s part of how smart organisations define, grow and sustain themselves. 

These shifts mean the agency/client partnership cohort must be nimble, brave, and creatively sharp. Budget pressures remain real, but the companies that gain an advantage will do so by deploying smart, agile EB strategies. 

This is where we step up 

In our work with clients like Fonterra, Genesis Energy and more, we’ve found a distinctive advantage: ambitious activation, authenticity first, and creativity with muscle. We combine creative rigor, strategic depth and authenticity in a way that - we believe - stands up globally. 

We’re also used to doing more with less. We move fast, take (informed) creative risks and deliver big ideas without the bloated budgets. We thrive uncovering real human stories, not rolling out repetitive corporate jargon. And, because knowing the line between employer brand and everyday experience is naturally thin, we put laser focus on strong storytelling. Real and believable is our benchmark. 

But where do we see our work really coming into its own? Activation. The work doesn’t just live in a creative deck or brand framework - it comes alive. Sometimes that’s through a full-fledged video production or campaign rollout. Other times it’s quick-turnaround social content, a snappy script for radio, or copy that keeps the conversation moving in the market – in for internal comms purposes. Activation is, as we see it, where the real value of employer branding is - when thinking turns into feeling, and feeling turns into action. It’s a principle we back in every EB approach we take.

The challenge ahead… and the opportunity 

This is what we know to be true: We need to keep pace with data-driven candidate journeys and authentic employee-led advocacy. But our advantage lies in agility, intimacy and storytelling muscle. Arguably, the next evolution for us at the heart of EB in New Zealand - is scaling that advantage - activating ideas that reach further, faster, and in ways that still feel deeply honest and relatable.

Here’s the bottom line: in a market that prizes authenticity, agility and activation, we’re right on the pace. That’s the payoff for being hungry for knowledge, creative, and strategically minded. And we think it’s something to be proud of. 

Written by: Ben Tinker and Dan Phillips