Category Digital

Next week, the top minds in the talent space will meet in Chicago to share their methods and motivations behind employer branding. In preparation for the conference, we want to put forward a consideration for the future: The next goal of our industry is to build and execute great EVPs from the inside out. It’s something few practitioners have nailed, but it’s the next logical step. Think about it…

Most of you sit within talent acquisition and are focused on the candidate and the candidate experience. We have become amazing storytellers and have great new social channels and tools to amplify our message. But what happens once a candidate accepts the offer and joins on day one? The employer brand quickly becomes lost in a maze of communications around onboarding and other important internal messages from a variety of stakeholders.

So what’s the solution from the perspective of a employer brand practitioner?


Drive external employer
Culture and employee

You own and drive external employer brand, employee engagement, culture and employee communications.
Most of you sit within talent acquisition and are focused on the candidate and the candidate experience.


You sit
at the table

You sit at the table with the CHRO because attracting and retaining talent is at the top of his/her agenda and they ‘get’ what we offer. The next goal of our industry is to build and execute great EVPs from the inside out.


To drive
the EVP

To drive the EVP from the inside out, you must actively partner with senior HR stakeholders (who are now your peers since you are sitting at the same table), including:

  • HR strategy and operations teams: for the employee experience and to gain valuable data
  • Learning and development: because they will need your expertise to work with leaders to make the EVP a reality across the organization
  • Diversity and inclusion: because employee resource groups are a great way to evangelize your employer brand, within and outside the company
  • Comp & benefits: to be sure the package is tied to what you are promising
  • HR Business Partners: who are the eyes and ears of the workforce
  • Oh, and Talent Acquisition
  • Wouldn’t it be ideal if the employer brand function reported directly to the CHRO, as a way to keep culture at the forefront and to give you access to the funding you need?

To request council membership, please contact Chris White

[email protected]



Timothy Massad is currently a Senior Fellow at the Kennedy School of Government at Harvard University and an Adjunct Professor of Law at Georgetown Law School.

Mr. Massad served as Chairman of the U.S. Commodity Futures Trading Commission from 2014-2017. Under his leadership, the agency implemented critical reforms of the over-the-counter swaps market; harmonized many aspects of cross-border regulation, including reaching a landmark agreement with the European Union on clearinghouse oversight; enhanced cybersecurity for critical market infrastructure; improved the resilience of major clearinghouses; and took many actions to ensure commercial businesses were not burdened by Dodd- Frank reforms.

Under his leadership, the agency declared virtual currencies to be commodities, brought enforcement actions against unregistered Bitcoin platforms and approved a Bitcoin swap.

Previously, Mr. Massad served as the Assistant Secretary for Financial Stability of the U.S. Department of the Treasury. In that capacity, he oversaw the Troubled Asset Relief Program (TARP), the principal U.S. governmental response to the 2008 financial crisis. During his tenure, Treasury recovered more on all the crisis investments than was disbursed. Mr. Massad was with the Treasury from 2009 to 2014 and also served as a counselor to the Treasury Secretary.

Prior to his government service, Mr. Massad was a partner in the law firm of Cravath, Swaine & Moore, LLP. Mr. Massad had a broad corporate practice with a focus on corporate finance, financial markets and derivatives. His practice was heavily international. While resident primarily in New York over his 25 year career with the firm, he served as co-manager of the Hong Kong office for five years and also in the London office. He was

one of the principal lawyers that drafted the ISDA Master Agreement governing derivative transactions as well as the original User’s Guide. He also had an active pro bono practice, representing UNICEF and Covenant House, among others, for many years.

Mr. Massad has a J.D. from Harvard Law School and a B.A. from Harvard College. He currently lives in Washington, D.C. with his family.