The Event

Employer Branding Best Practices is the fifth of a series of events on Employer Branding in Bulgaria. The idea of ​​this year’s event is to share with the audience the best practices of some of the largest companies in the world. Their representatives will share which techniques have managed to radically change the workflow and which have helped them improve their image to the world.

On March 30 expect proven professionals from world-famous companies, who will share best practices in employer branding – what exactly they do and how to apply it!

What will you learn:

Steps for creating a successful strategy to attract and retain talent

Key Employer Brand attributes that attract and retain talent

Benchmarking of good practices

How to identify and meet the employee’s needs and expectations?

Key touchpoints in the employee/candidate experience

Create engaging brand messages/stories

Empower employees to become brand ambassadors

Identify the most effective communication channels

Employer Branding via social media and the role of the mobile technologies

Please note that this event will be held in English



Marlene De Koning – Team Lead Solutions Team at LinkedIn

Marlene De Koning combines a strong background in marketing and business with in-depth knowledge on employer branding. She has worked at both IBM as for brand agencies working on creating employer value propositions, go to market strategies and engaging employees to advocates. She has been a public speaker on brand related topics at the CHRO Forum EMEA, Talent Connect London, Talent Connect Las Vegas, HR Vision Event and together with Heineken at the World Employer Brand Event in Budapest.

Marlene De Koning


The theme Marlene is going to speak about isTurning employees into brand ambassadors to fuel your employer brand, during which she will share her 5 years experience in LinkedIn.


Turning employees into brand ambassadors to fuel your employer brand

Annemarie Steenbeek

Annemarie SteenbeekEmployer Branding specialist a.i. in MacDonalds

Annemarie Steenbeek is an experienced consultant in Employer Branding and talent acquisition, now working for McDonald’s in the Netherlands. The in- and external reputation of companies as an employer are her passion, believing that an excellent and relevant employer image is crucial for hiring the best staff available. She has been working as a consultant for international and national companies in Energy, IT, Agriculture and Fastservice for more than 20 years.


The theme of Annemarie is  “The Applicant Journey, great opportunities to increase your conversion” – By improving the online applicant journey, McDonald’s in the Netherlands has increased the number of applications with 40%. With a yearly recruitment target of 90.000 applications, the cost have been reduced and the employer brand image has been strengthened. How they this? What techniques and technologies they use? All this she will share on 30th of March.


The Applicant Journey, great opportunities to increase your conversion

Madalina AntoheGlobal Talent Channels Manager in HP

Madalina joined HP 5 years ago and since then she held different roles within HR, supporting different business groups and geographies. After an international assignment in Singapore, she joined the Global Talent Acquisition team and in the past year she has lead the Global Talent Channels team. In her role, Madalina develops and leads the planning, design, and delivery of HP’s Talent Acquisition Channels programs such as university hiring, employee referral program, employer branding, digital media, etc. Also she contributes to HP’s business and revenue growth through effective support of Talent Acquisition priorities, driving strategies and initiatives at global level. She is passionate about design thinking and is using its principles to engineer amazing experiences for HP’s candidates.

Madalina Antohe

Ovidiu VoinaGlobal Employer Brand & Digital Media Lead

Ovidiu comes from a digital media background, having started his career with a couple of international digital agencies in Mumbai and Bucharest. He then moved on the client side, at Oracle, where he managed his first recruitment marketing and employer branding initiatives, supporting 1000+ hiring campaigns in the EMEA region. For the past year, he’s been in a global role with HP where he works towards defining and activating the employer value proposition, while looking after all of HP’s digital touchpoints with its candidates.

Ovidiu Voina


Developing and launching an Employer Value Proposition

Peter J. Wright

Peter J. Wright Partner in Leadership Forum Inc

Peter Wright is a truly global executive experienced in leading HR functions for some of the world’s best-known companies. He has held senior positions in companies as diverse as Zurich Insurance, AIG, Estee Lauder, Merrill Lynch, BP, Allied Domecq and Unilever.  He is highly skilled in leading organizations and executive teams through significant growth, crisis and business transformation, including mergers and acquisitions divestitures, restructuring, organizational transformation and public offerings.

At the beginning of 2014 Peter took his many years of experience and applied it to the founding of his own consultancy Acorn Strategy Consulting. When Peter becames a partner in Leadership Forum Inc., he merges Acorn Strategy Consulting with Leadership Forum Inc.


Peter’s topic is Your Leadership Brand – Preparing for the Unthinkable. He share his unique lens on the realities of global leadership and change management.


Your Leadership Brand – Preparing for the Unthinkable

Edmee Maas – Programmanager youngsters from 12 till 18 years old

Edmée is an experienced strategic marketing manager who has developed programs, campaigns and communities for young people for profit and non-profit organisations in The Netherlands such as ING, Yacht and several Universities of Applied Sciences. Especially interested in the field of education and labour market, Edmée shares her knowledge about ways to influence young people in their search for a good education and career, on regular base with entrepeneurs and teachers in The Netherlands

Ovidiu Voina


Developing and launching an Employer Value Proposition


Registration with cup of coffee

“Developing and launching an Employer Value Proposition” – Madalina Antohe and Ovidiu Voina (HP)

What you will learn?

  • Developing the EVP journey in HP
  • Internal and external communication of the EVP
  • EVP as an inspiration to candidates and employees

Coffee break

“Turning employees into brand ambassadors to fuel your employer brand” – Marlene De Koning (LinkedIn)

Lunch break

Your Leadership Brand – Preparing for the Unthinkable – Peter Wright (Leadership Forum)

What you will learn?

  • Еxternal environmental challenges today and in the future
  • Why most leadership development initiatives fall short of what is required?
  • Leadership which allows companies to create dynamic cultures, agile businesses and position their brand to create sustainable competitive advantage

Coffee break

” Engage and develop experts from the scratch – Edmee Maas (TechniekTalent.nu)

What you will learn?

  • The true answer for talent shortcut
  • How to build platforms that engage and empower HighSchool Students
  • How to attract talents by developing them
  • Partnership models for engaging talents with Companies values

Coffee break

The Applicant Journey, great opportunities to increase your conversion – Annemarie Steenbeek (McDonald’s)

What you will learn?

  • How improving applicant journey has increased the number of applications with 40% in McDonalds, Netherlands
  • How the cost have been reduced and employer brand image strengthened with recruitment target of 90,000 applications
  • Launching a mobile recruitment site driven by a video and a chatbot to help applicants


Waiting List

You can leave your contacts in the form below and if any of the participants won’t be able to take part in the event, will get in touch with you to take his place!

Send us mail


Official Host of Employer Branding Best Practices is Capital Fort, Sofia.

Address: 90 Tsarigradsko Shose blvd, 1784, Sofia, Bulgaria
Transportation: The fastest transportation is taking Sofia metro to “IEC  – Tsarigradsko shose”. Other means for transportation to the site are bus 1,3,5,6,114,384


This post is also available in: Bulgarian