As a part of our marketing campaign where we want to highlight women who work in the tech industry, we had an amazing chance to talk with Anna Bertoldini. Anna is a Global Head of Employer Branding at NielsenIQ. She specialises in Brand Strategy, Employer Branding, Personal Branding, Marketing Communications, and Content Management and Development.
We asked Anna to tell us more about her career path, the importance of Employer Branding and a ‘typical’ day in her life as a Global Head of Employer Branding 🙌
1. Hey, Anna! First off can you tell us a bit about your job & what your company
Hello 👋 I’m leading global employer branding and recruitment marketing efforts at NielsenIQ. I’ve been here now for a little over a year and it’s been quite a ride (in the best of ways!). My role is to bring our EVP to life across our candidate journey and employee lifecycle. I work with talent acquisition, branding, internal communications, social media, our diversity, talent, and culture team and several other teams to position ourselves as a top employer to candidates and employees.
NielsenIQ is a global consumer intelligence company that aims to deliver the most complete and trusted view of consumers and markets in over 90 countries covering over 90% of the world’s population. Nielsen has been around for decades, it was founded in 1923, but we recently spun off in 2021 as a separate company as NielsenIQ. Now we keep investing in our technology, data, and people to provide our clients with valuable insights into consumer behaviour by collecting data that measures what consumers buy.
2. What is your background? How did you get into the industry?
I’ve worked across many industries in my career. Tech, consumer services, financial services, and consumer intelligence, just to name a few. In terms of employer branding, I’ve been working in this space for over 5 years and have truly got in by chance. My background is pretty mixed. I like to say I come from a background in marketing and communications because that was my earlier experience and formal education, but I’ve worked in so many roles that have given me transferable skills. Customer service, Content Management, Event management, etc.
I studied fine arts in high school in Italy, International relations and communication for my bachelor’s, and marketing and sales for my master’s. I’ve always loved learning about people, culture, and cross-cultural communication. I’ve always been creative and I found out that I am quite good at drawing and writing. You know the long essays that we had to write at school, the ones everyone would dread? I used to like them 😉 I loved writing stories, and finding new terms and words to say the same thing, I always have a thesaurus site bookmarked. I loved reading as well.
Employer branding is the perfect mix of my talent, passion, values, and purpose. It’s my Ikigai, which is the Japanese concept of “reason for being”. It combines a people-centric approach, a communications and creative approach, and a strategy. Storytelling, candidate-centricity, and cross-functional work are my bread and butter. I keep learning and experimenting 🤓
3. What does your typical workday schedule look like?
Every day is different, that’s what I love about it. We’re constantly taking care of our “customers” which are candidates, associates, recruiters and hiring managers. A lot of my work involves planning and executing projects with other teams, and coming up with new and exciting ways to engage our stakeholders. Almost, if not, all of my projects revolve around improving their experience.
From bringing our EVP to life across our candidate journey and employee lifecycle to finding ways to communicate the unique and special moments and stories that make up our culture – I aim to
collaborate with different teams to do so.
4. What types of projects do you currently work with?
This year’s focus will be “internal first.” Currently, I work with our EVP rollout and evolution, building our HR brand architecture, running employee-centric communications and campaigns, owning and optimizing our career site, and working on our new early careers branding framework. A lot of work will involve engaging our people first, creating enthusiasm and excitement around our company and brand.
5. What is your biggest achievement?
I don’t think I have one big achievement in my work. To me, the best part of my job is conceptualizing, nurturing, and growing something and seeing it stand on its own two feet. I love building, evolving, and reinventing brands. The thrill of creating and experimenting – and when I see the excitement and enthusiasm around our message and people truly believing in it, I feel like I have achieved something. When I see employees feeling recognized, valued, and celebrated when sharing their stories; when I see candidates mentioning a great experience in joining the company; and when I see people becoming active brand ambassadors – those are my big achievements. My proudest moments have involved building brands from scratch and seeing their entire ecosystem come to life.