While trust is foundational, Sue Quackenbush, Senior Vice President and Chief People Officer at Dynatrace, will argue that organisations must also build a strong employer brand to retain top talent and remain competitive. In her keynote, titled “Employee Retention: Building a Compelling Employer for Talent Magnetism,” Sue will discuss the crucial role that employer branding plays in shaping both employee experience and external perceptions of the company.

Sue will begin her session by defining employer branding as a company’s reputation among employees and job seekers. In today’s job market, there are multiple options and opportunities, but how a company or business stands out is important. Building an employer brand goes beyond just marketing; it’s about creating an authentic employee experience that reflects the company’s core values. Sue will provide insights on how an effective employer brand encompasses several dimensions, including career development, company culture, work-life balance, employee experience, and creating a positive workplace that becomes a destination for top talent.

Sue will share strategies for creating an employer brand that resonates with both current employees and potential hires. First, she will stress the importance of defining and living the organisation’s core values. When employees see their values reflected in the workplace, they feel a sense of belonging, which drives loyalty and retention. She will also highlight the importance of creating a positive candidate experience through the recruitment process, as this sets the tone for future employment relationships. Providing clear and open communication, and creating an inclusive interview experience, reflects the company’s brand values and attracts high-quality candidates.

Additionally, Sue will explore the power of employee advocacy in enhancing employer branding. Employees are often the most authentic and effective ambassadors for a company’s brand, and organisations that empower their teams to share their positive experiences can significantly amplify their brand message. Sue will discuss how companies can encourage brand advocacy through social media engagement, recruitment events, and internal branding initiatives.

Sue will also address the importance of development and well-being in fostering retention. In a competitive labour market, employees are constantly looking for opportunities to grow professionally and maintain a healthy work-life balance. Organisations that prioritize employee well-being by providing opportunities for skill development, creating mentorship programs, and promoting work-life balance will build a brand that not only attracts talent but also enhances retention and engagement. Finally, Sue will discuss the role of technology and analytics in measuring the success of employer branding initiatives.

One of the keynote highlights will be the discussion of metrics that organisations can use to measure the success of their employer branding efforts. Sue will outline key performance indicators such as employee engagement scores, retention rates, and candidate quality and conversion rates, which help leaders make informed decisions about their employer branding initiatives and continually adapt to meet the needs of their workforce.

Through real-world examples and case studies from Dynatrace and other organisations, Sue will share how they have redefined their workplace culture, enhanced employee experiences, and ultimately improved retention rates.

Sue Quackenbush’s keynote will equip HR professionals and leaders with actionable strategies to enhance their employer brand and improve employee retention. Her insights will empower organisations to meet evolving employee expectations and foster long-term loyalty, ensuring they remain competitive in attracting top talent.