The 2025 edition of the Employer Branding Conference took place on January 28th at Nova SBE in Carcavelos.
The event was a great success with +300 participants from 110 different companies and a panel of 29 outstanding speakers.
Program
9:00 am - 9:20 am
Welcome - Opening Session
Employer Branding in Portugal. Time to grow bolder!
The evolution since the last conference.
Ricardo Couto – Host
Ricardo Gomes – Business Manager at Talent Portugal
9:20 am - 9:40 am
Global Talent Management Trends for 2025
The first-hand presentation of the annual “HR Trends Report”.
Massimo Begelle – Regional Manager Italy, Spain & Eastern Europe at Top Employers Institute
09:40 am - 10:00 am
Building a Successful EVP: Steps and Impact
How to create an authentic and attractive Employer Value Proposition, from initial steps to full implementation.
Stefan Müller-Nedebock – Talent Attraction & Employer Branding at Universum
10:00 am - 10:30 am
Candidate Attraction: Campaigns that Make a Difference
The role of creative campaigns in capturing and keeping the interest of top talent.
Vanda Santos – Delivery & Quality Diretor at The Adecco Group (moderator)
Miguel Homem – HR Director at Clínica Santa Madalena
Inês Cara-Linda – Head of Talent Acquisition & Employer Branding at Leroy Merlin
Coffee Break
11:10 am - 11:30 am
Convincing Leadership: The First Step in Employer Branding
Strategies to win leadership support and secure investment in the employer brand.
Ricardo Costa – CEO at Grupo Bernardo da Costa
11:30 am - 12:00 am
How to attract talent to a specific industry?
Key challenges in attracting talent and inspiring examples of joint employer brand promotion. The panel will cover two sectors with different realities and complementary strategies: Tourism and Information Technology (IT).
Isabel Patrício – Journalist, editor, and podcaster at Trabalho by Eco (moderator)
António Marto – President of Associação Fórum Turismo
Luís Miguel Silva – President of Porto Tech Hub
12:00 pm - 12:40 pm
The role of Wellbeing in attracting and retaining talent
Challenges and strategies to promote a culture of wellbeing that values and attracts top professionals.
Daniela Lima – Managing Partner at Swaifor
Afonso Rodrigues – Head of International Growth at Urban Sports Club
Andreia dos Reis – Internal Communications & Employer Branding Expert at Mercedes-Benz .io
12:40 pm - 13:00 pm
The future of employer branding
Richard Mosley – Managing Partner at C-Your Culture
Lunch Break
2:00 pm - 14:15 pm
Case Study Airbus
Building the plane while it lands
A story of overcoming challenges: the creation, history and journey of the department that exceeded its goal of hiring 800 people by 2025, reaching more than 1.000 in 2023.
Juliana Souza – Head of Recruitment at Airbus
Diogo Jacinto – Communication Business Partner at Airbus
2:15 pm - 2:30 pm
Case Study EDP
Earth is calling you to work with us
Building a value proposition with a global impact to attract different talent profiles.
Tiago Pinto – Talent Attraction Leader at EDP
2:30 pm - 2:45 pm
Case Study Bosch
Grow, Enjoy & Inspire
The three pillars of Bosch’s Employer Branding strategy, focusing on career and leadership development programs.
Vanessa Brandão – Employer Branding & Staffing Specialist at Bosch
Sónia Ferreira – Regional Coordinator – Employer Branding, PMKT, Staffing & Training at Bosch
2:45 pm - 3:00 pm
Debate: Airbus, EDP, Bosch
Leonor Martins – Editor-in-Chief at Human Resources (moderator)
Juliana Souza – Head of Recruitment at Airbus
Tiago Pinto – Talent Attraction Leader at EDP
Sónia Ferreira – Regional Coordinator – Employer Branding, PMKT, Staffing & Training at Bosch
Coffee Break
3:40 pm - 3:55 pm
Case Study MC Sonae
Transformation in Employer Branding
The transformation of the employer brand, focusing on flexibility, individual growth, and valuing people.
Mafalda Lobo Xavier – Area Leader Employer Brand & HR at MC Sonae
3:55 pm - 4:10 pm
Case Study Cisco
From Cisco with purpose
The impact of inclusive communities, volunteering, and employee advocacy on brand reputation.
André David – Emerging Talent Manager at Cisco
Natalia Martsenyuk da Cunha – People & Communities (HR) Country Lead at Cisco
4:10 pm - 4:25 pm
Case Study Adidas
Employer Branding with a Local Soul and Global Vision
The influence of leadership on building an employer brand within a multicultural organization.
Carlos Guimarães – VP GBS Operations & adidas porto Leader at Adidas
4:25 pm - 4:40 pm
Debate: MC Sonae, Cisco, Adidas
Leonor Martins – Editor-in-Chief at Human Resources (moderator)
Mafalda Lobo Xavier – Area Leader Employer Brand & HR at MC Sonae
Natalia Martsenyuk da Cunha – People & Communities (HR) Country Lead at Cisco
Carlos Guimarães – VP GBS Operations & adidas porto Leader at Adidas
4:40 pm - 5:20 pm
Global Trends and Innovations in Employer Branding
Exploring the most innovative practices, challenges, and global trends shaping Employer Branding.
Luís Sottomayor – Founder & CEO at Talent Portugal (moderator)
Iva Marinković – Senior Employer Branding Specialist at Empple Festival
Angélica Madalosso – CEO e Cofounder at ILoveMyJob
Claudia Tattanelli – Executive Board Member at Future Talent Council
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