The 2026 edition of the Employer Branding Conference took place on February 4 and 5 at Nova SBE in Carcavelos.
The event was a success, with over 350 participants from over 120 companies and a panel featuring 28 outstanding speakers.
Check out the schedule of the #EBconf2026
Conference - February 5th
Manhã Conferência
08:00 - 09:00
Participants registration
09:10 - 09:20
Welcome - Opening Session
Employer Branding em Portugal. Your culture, your brand!
Evolution since the last conference.
Talent Portugal – Ricardo Gomes, Business Director
09:20 - 09:40
Merco Talent Portugal 2025 Launch: Methodology and Key Insights
An overview of how the Merco ranking works, the indicators it evaluates. A clear analysis of the role of rankings in employer reputation, along with an introduction to the most attractive companies to work for according to Merco Talent University 2025.
Merco Talento – Elena Orden, Directora Global Merco Talento
Merco Talento – Vanessa Sequeira, Country Manager Portugal
09:40 - 10:00
Employee Experience as a Driver of Employer Branding
How a structured and integrated people management approach creates consistent employee experiences that strengthen culture, performance and employer reputation.
Factorial – Pere Martí, VP Talent
Factorial – André Pombinho, Enterprise Account Executive
10:00 - 10:20
How to build a high-performing Indeed page
Best practices to optimize company pages and job postings, improve conversion, and increase attractiveness among the right candidates.
Indeed – Vincenzo Prudentino, Senior Director of Sales – Italy, Spain & Portugal
10:20 - 10:40
How do you create a careers page that converts?
Essential principles of design, clarity, content, and user experience. Practical case study presentation. CUF as an example of excellence in the Candidate Journey.
Teamtailor – Daniela Santos, Senior Sales Team Manager Portugal & Brazil
CUF – Joana Themudo, Talent Acquisition Manager
10:40 - 11:20 - Coffee Break
11:20 - 11:40
Cascais: A territory designed for living and working.
Cascais is redesigning its role as a working territory, creating conditions to attract talent, generate skilled employment, and enhance the quality of life for those who live there.
Câmara Municipal de Cascais – Alexandra Domingos, Vereadora
11:40 - 12:00
ManpowerGroup's Global Talent Barometer 2025 - trends that are transforming the talent market.
ManpowerGroup’s global study reveals skills shortages, new candidate expectations, and the impact of technology on recruitment and retention decisions. A direct look at the trends that most influence recruitment strategies. Employer Branding in 2026.
ManpowerGroup – Daniela Castelbranco, Marketing Director
12:00 - 12:20
Workplaces as hubs for culture and loyalty.
How workspaces reinforce organizational culture, create a sense of belonging, and contribute to increased talent retention.
B. Prime & Better Place – Jorge Bota, Managing Partner
Conclusion – Paulo Almeida, Head of Business Services
* Em atualização. Os horários das sessões podem ser alterados.
12:20 - 12:40
Your Culture Your Brand
How organizational culture is a key driver in building an authentic, strong and sustainable employer brand.
C-Your Culture – Claudia Tattanelli, Founder & CEO
12:40 - 14:00 - Lunch
14:00 - 14:20
Employer Branding Report Portugal 2026 – Key Insights
Presentation of the main insights from the Employer Branding Report Portugal, highlighting priorities, challenges and trends shaping Employer Branding strategies in Portugal, based on data from companies actively investing in this area.
Talent Portugal – Luís Sottomayor, Founder & CEO
C-Your Culture – Stefan Müller-Nedebock, Managing Partner
14:20 - 14:40
McDonald's Case Study
McD Connect: Communicating, training, and connecting thousands of employees. How an internal platform became an ecosystem of culture, learning, and sharing among franchisees, aligning communication, development, and a sense of belonging throughout the organisation.
McDonald’s – Rita Neves, Internal Communication Supervisor
14:40 - 15:00
AON Case Study
AON presents its internal engagement study and explains how data, active listening, and well-being initiatives strengthen organizational culture, retention, and alignment, with results exceeding 90%.
AON – Nuno Abreu, Human Capital Solutions Director
15:00 - 15:40 - Coffee Break
15:40 - 16:00
Novo Banco Case Study
How to create an EVP with those who live and breathe the organization.
Novo Banco, in a sector undergoing reinvention, involved 1.400 employees to transform expectations into concrete initiatives, with the goal of building a more authentic culture and value proposition.
Novobanco – Ricardo Rodrigues, Internal Communication Director
16:00 - 16:20
Tabaqueira - Philip Morris International Case Study
KPIs and Data: measuring Employer Branding effectiveness with rigor and impact.
A practical approach to defining metrics, monitoring results, and assessing the return of Employer Branding initiatives through actionable data.
Tabaqueira – Julia Denzel, Director People & Culture Portugal
16:20 - 16:40
Employer Branding as an Integrated Ecosystem
From EVP to activation: how strategy, storytelling, channels, technology and data come together to build a credible and impactful employer brand.
AMS – Keira Pintão, Head of Employer Brand Consulting
16:40 - 17:00
Global Employer Branding: Trends, Practices and Innovation
A forward-looking session on what’s changing in other markets, new EVP models and the impact of emerging technologies on Employer Branding.
C-Your Culture – Richard Mosley, Managing Partner
Closing session
*Em atualização. Os horários das sessões podem ser alterados.
Workshops - February 4th
Workshops
13:30 - 14:00
Participant Check-in
14:00 - 14:45
Leading to attract and engage talent
How to rethink leadership models in response to new talent expectations and their direct impact on culture and the employee experience.
Nova SBE Executive Education – Pedro Brito, Associate Dean & CEO
14:45 - 15:30
Employee Advocacy: Turning employees into brand ambassadors
How to engage teams in internal and external communication, leverage leadership influence, and amplify company culture through authentic advocacy practices with a direct impact on Employer Branding.
Clan – Eduardo Marques Lopes, Marketing and Communication Director
15:30 - 16:15
Building a data-driven employer branding ecosystem
Turning insights into impact through data, benchmarking, and tangible proof. How multinational teams support decision-making and deliver clear results.
TOP Employers Institute – Massimo Begelle, Reg. Manager SEE & ME
TOP Employers Institute – Rebecca Lundin, Client Success Advisor
* Em atualização. Os horários das sessões podem ser alterados.
16:15 - 16:45 - Coffee Break
16:45 - 17:30
Employer Branding Storytelling
How to authentically communicate the reality of an organization through storytelling applied to Employer Branding. The session explores non-linear and multi-perspective approaches, common mistakes in EB communication, and practical content-creation frameworks designed for HR and Talent teams.
WorkVibes – Ventsislava Nikolova, Founder & Employer Branding Lead
17:30 - 18:15
EVP End to End. Strategy, Methodology and Practice
A complete overview of how to create and operationalize an EVP in complex organizations.
Covering research, definition, activation and governance, with examples from real projects and markets.
Air Branding – Bell Gama, Co-Founder & Partner
Closing Session
Encerramento
Meet the speakers of the #EBconf2026
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