In episode 142, Coffey talks with Crystal Lay about employer brand and culture.

They discuss the definition of an “employer brand” and why companies need to pay attention to theirs; whether marketing or HR owns employer branding; understanding the process of building an EVP (Employee Value Proposition); how branding impacts recruiting and retention; the importance of building a community; and how to align company values and reputation.

Resources mentioned in the episode:

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Crystal Lay

Crystal Lay

Crystal Lay is the Chief Executive and Chief People Officer of GBS Worldwide, an end-to-end Talent Attraction Firm specializing in employer branding, recruitment marketing, media management, and organizational talent transformation. With over 20 years of experience in marketing strategy, behavioral psychology, brand experience management and award-winning digital marketing, Crystal, along with her team, work with late stage startups to multi-national, Fortune 10 organizations to improve talent attraction and better the world of work.

When the pandemic hit, Crystal saw a deepened need to help employers better understand the psychological shift happening with workers and so returned to school to first pursue a Masters in Leadership and Organizational Innovation through the University of Wales, specializing her research in EVP, Employer Brand and the employment gap for the Neurodiverse Workforce, and now her MSc in Industrial-Organizational Psychology. In 2023, she wrapped the largest known study of its kind into neurodiversity at work. Specifically, she explored the gap in EVP development, specifically as it applies to those with disabilities and the neurodiverse.

When she’s not working (and often even when she is), you’re likely to find Crystal either traveling or with her family. She’s also fond of patio gardening, an occasional glass of red wine, and is a complete bibliophile.


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