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5 strategies to overcome a negative employer brand reputation.

5 strategies to overcome a negative employer brand reputation.

RBC needed to overcome its employer brand reputation in 2013, a series of Employee Value Propositions were developed to treat each segment as a unique force for the future. One of the key players in the demographics rejecting the brand was the Canadian Youth.


  • Define an integrated employer brand platform, its employee value proposition, creative and key messages per segment.
  • We set to win the Top Employer Award for Young People as a proof point of real interest in attracting Canadian Youth.
  • Storytelling was critical in the exercise of brand reputation, a robust calendar and ambassador program was launched.
  • A change management strategy was necessary to achieve integration of a global, and complex financial institution.
  • Modernized the Careers site to connect candidate experiences.


  • Achieved 5 consecutive years of employer awards per segment before handing off the submission project to the in-house team.
  • Climbed up 25 rankings as the most desirable employer in the Top Tech Student Talent study by Universum.
  • Gained an average of $15,000 per year in free unsolicited advertising by employees.
  • The Corporate Brand team adopted the Youth employee value proposition as flagship campaign for the entire organization.
Estela Vazquez Perez

Estela Vazquez Perez

View all posts by Estela Vazquez Perez

Employer Brand Marketing Strategist
Engineering Joy™ in the workplace with resources and education for progressive leaders who want to make talent their unfair competitive advantage.

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