What do you see as the biggest challenge for 2024?
It's a tough call, but navigating a bunch of issues like political tensions, climate change, and ever-evolving cyber threats is definitely a big worry for everyone. Now, in the middle of all this, I think companies dropping the ball on employer branding can be a real pitfall. Building a strong employer brand over time creates trust and attracts the best people, which is key to surviving any storm and coming out even stronger.
What would be the one lesson you would share from 2023 based on your professional activities?
One of the coolest things I realized this year was the amazing potential of AI in employer branding. It's not just some futuristic dream anymore, it's actually changing the game. My passion for this field comes from the mix of using smart communication and making a real difference for people – both the companies and the talented individuals they want to hire.
AI is taking how we do that to a whole new level. We're seeing incredible things like tailoring job descriptions and messages to each person based on their background, analyzing what truly motivates potential hires, and even streamlining the whole hiring process with smart screening and scheduling. While it's still early days, it's clear that AI can seriously improve the efficiency, effectiveness, and personalization of employer branding efforts.
What was the motivation or goal that set you on this career path?
Back in my university days (way back in 2001-2003!), employer branding was still a brand new idea. What grabbed me was its potential to change things in a big way. Here was a field that combined all my interests – HR, marketing, and the digital world – and could have a real impact on how successful a company could be.
What advice would you give to young people at the beginning of their career?
The world of work is changing fast, so stay curious and keep learning! Don't be afraid to try new things and explore different paths. Find something you're passionate about and a field where you can make a difference.
What is the biggest thing you have achieved so far? What would you like to achieve in the future?
Together with a team of 60 talented people, we've built a leading employer branding agency right here in Romania. We've gone beyond just strategy – we now organize some of the biggest tech and recruitment events around. We're proud to have supported over 500 major companies in Romania with their employer branding efforts.
Our hard work was recently recognized when we joined the European Association of Employer Branding Agencies. This is really exciting and fuels our next big goal for 2024: getting involved in a lot more international projects.
What motivates you on a daily basis?
It's all about passion and people! For me, employer branding is the perfect blend. I get to combine my passion for strategic communication with making a real difference for companies and the talented individuals they attract.
Thank you for the anwers Dragos Gheban, the Managing Partner of Catalyst Solutions!
