HSBC Group

Role Purpose

Support the business in a simple, customer focused way.  The Employer Brand Director will lead collaboration across our Brand, Marketing, and Communications teams. This role demands a dynamic leader who is strategic, commercially minded and capable of developing compelling, data-driven business cases and fostering strong relationships with executive stakeholders. The role holder will pair a deep understanding of integrated brand and marketing practices with an unwavering passion for crafting a distinctive value proposition that makes HSBC an employer of choice.

Principal Accountabilities:

• Accountable for leading relationships with TA leads, Brand, Communications, and Marketing to identify opportunities and initiate solutions which will impact business and talent through a unified Employer Brand proposition which drives Brand affinity and performance.
• Responsible for partnering with Campaign, content and experience and creative lead to drive strategic and creative direction which is filtered across lines of business and talent segments. 
• Accountable for leading a team of Senior Managers who drive line of business Brand and Marketing initiatives, being the connective glue in ensuring we are maintaining global consistency and standardisation in ways of working. 
• Accountable for overseeing, problem solving and mentoring the Employer Brand leads who will deliver global Employer Brand campaigns and always on content that showcases the HSBC culture, values, and employee experiences – expanding into new talent pools, diverse groups and emerging skill areas with a focus on core strategic thematic. Measuring effectiveness and efficiencies in the form of business impact and value creation. 
• Responsible for championing strong integration between ATL campaigns and our digital ecosystem in a partnership with our experience specialists to develop an experience which has consistent architecture and UX strategy throughout. This includes career sites, social media channels, and other platforms where potential employees might interact with our brand.
• Accountable for overseeing the Employer Brand research, including perception audits and competitor analysis, to identify opportunities and threats.
• Accountable for managing employer brand budgets ensuring targets are met for all initiatives.
• Accountable for leading, mentoring, and growing a new global team of Employer Brand professionals, fostering a collaborative culture.
   

Critical Skills, Knowledge & Experience / Qualifications

• Deep experience in branding, marketing and digital.
• Executive Stakeholder Management & Business Cases: Experience in building brand robust business cases leveraging data which demonstrate return on investment and value creation. 
• Collaboration & Partnership: Experience working with a number or teams across brand, marketing and communications to drive strategic priorities and outcomes.
• Creativity and Innovative Thinking: The ability to identify, analyse, and stimulate new opportunities, look beyond financial services for ideas to take inspiration from, breaking away from legacy approaches. 
• Brand and Design: Experience in building brands identities and expressions across a variety of segments.
• Customer Centricity: The ability to advocate the importance of cross group customer engagement (candidates and employees as customers) and outcomes. Identifies customers' needs to build opportunities for human centric work.
• Financial & Budget Management: Builds plans and budgets which identify value for revenue and opportunities for cost reduction. Draws accurate conclusions from financial information and makes insightful strategic financial decisions in planning and monitoring performance
• Excellent English written and verbal communication skills, with simplified and/or traditional Chinese a bonus.