Masterclass with Yana Romanova – Shaping an aspirational employer brand at Semrush [Video]

Join us as we sit down with Yana Romanova, the head of employer brand at Semrush, as she shares her inspiring journey from traditional marketing to employer brand marketing. Discover how she crafted and nurtured the employer brand at Semrush, from developing the EVP to activating it and rallying the team behind it. Tune in for valuable insights and strategies!

00:00 – Welcome
00:49 – Introduction to Yana Romanova
02:00 – Making the shift from traditional marketing to employer brand marketing
03:53 – Favourite aspect about employer brand marketing
04:50 – Creating Semrush employer brand and EVP
06:30 – Using EVP to rally employees
07:58 – Creating a candidate journey map
10:35 – Best practices for paid ads vs brand content
12:40 – Getting the whole HR team on board with EVP
15:35 – Employer brand vs EVP
16:55 – Tools used by employer brand marketing team
18:17 – Magic wand for employer branding
19:35 – Iconic employer brand – Spotify
20:15 – Most inspiring campaign – Jetbrains
22:19 – Semrush EVP | New stars are born here
22:52 – Advice to people starting their career in employer brand marketing

Link to the article tat Yana referred to at 18:14 – Humans prefer AI-generated copy, survey finds – https://searchengineland.com/human-vs-ai-generated-content-survey-437062