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Dec 08 2025

A flavour of autumn: Thinking bigger about global talent challenges.

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From Nashville tea parties to Amsterdam dinners, here’s what we been talking about during a whirlwind autumn of global conversations.

 

It has been quite the autumn for the team at SMRS, from the bustling floor of IHR Live in London, where our live illustrator visualised the complex challenges delegates threw our way, to the vibrant energy of RecFest in Nashville, where we served up a "taste" of our expertise (and heritage) at our English afternoon tea-themed stand 🍵🍰— we have been talking to thousands of HR, Employer Brand and TA professionals about what’s important to them right now.

Sarah Sturgess took the stage at World Employer Branding Day in Amsterdam to showcase our journey with the LEGO Group, we have hosted intimate breakfasts and dinners with industry leaders, and connected virtually with audiences globally. But regardless of whether we were in Tennessee, London, or the Netherlands, the goal was the same: to listen to the market and ask talent leaders to allow us to Think Bigger, so we can help them Do Better.

After collating the data, the doodles, and the dinner-table debates, a clear picture has emerged. While every region and sector has its nuances, the challenges facing our industry are strikingly global.

Here is a "flavour" of the conversations we have been having this autumn.

The Identity Crisis: EVP vs. Corporate Brand

One of the most consistent themes we heard, is the struggle to carve out a distinct identity.

Many of you told us that while your product or corporate marketing is strong, the Employee Value Proposition (EVP) remains invisible or misunderstood. We heard frustration that "Marketing teams own EB but produce rigid, uninspiring assets," leaving talent teams with content that doesn't resonate with younger audiences or fresher demographics.

The challenge here is two-fold:

  • Differentiation: How do you establish a distinct employer brand when operating under a dominant corporate shadow?
  • Buy-in: We heard loud and clear that starting an EB journey without internal resources or senior stakeholder buy-in feels like pushing water uphill. The sentiment "Struggling to get our EB going as Marketing currently do it" was a common refrain.

The "Say-Do" Gap: Culture and Advocacy

If EVP is the promise, culture is the delivery. A fascinating (and slightly worrying) insight from our travels was the admission from several leaders that their "Employer brand is better than their internal culture."

This misalignment is dangerous. And not something we haven’t heard before.

We discussed the difficulties of bringing employees along during organisational changes and the specific challenge of "turning interest into action" - you have employees who want to be advocates, but the mechanisms to convert that interest are lacking.

There is also a distinct challenge regarding heritage. In London and Dublin, we spoke at length about engaging "heritage workforces" during transformations. How do you respect the history of a long-standing workforce while pivoting to a digital future? Or, as one delegate put it, how do you handle culture when you are “navigating a merger with a company in a completely different country”?

Representation: Moving Beyond the Buzzwords

Finally, Diversity, Inclusion & Representation remains a top priority, but the conversation has shifted from "why do we need it?" to "how do we fix the specific friction points?"

We explored the nuance of attracting women into traditionally male-dominated industries. We also debated the ethics and efficacy of data collection, with many asking if it is appropriate to request deep D&I data at the application stage.

The consensus? We need to avoid homogeneity and ensure teams are diverse, but we must do so in a way that feels authentic, not just a box-ticking exercise.

Global Challenges, Local Flavours.....

While all of these themes are shared globally, the flavour changes depending on where you are. In the US, the conversations often leaned towards speed and volume; in Europe, the focus drifted toward privacy, heritage, and depth of value alignment. But one thing is clear: You are not alone in these challenges.

We have significant expertise in navigating these exact waters. We don't just identify the problems; we help you Think Bigger about the solutions.

Thank you to everyone who stopped by our stands, shared a cup of tea and cake 🍰, or joined us for breakfast or dinner. It has been a season of incredible insight.

Now, let’s get to work helping you do better. Why not get in touch 👇

Jackie _CW_8651_1080px
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