Sally Susman’s Journey: A Guide to Employer Branding Success

A Pioneer’s Journey Through Crisis and Communication

Sally Susman’s departure from Pfizer marks a transformative chapter in corporate communications, showcasing her pivotal role in steering public trust during the pandemic's peak. As the orchestrator behind Pfizer’s COVID-19 vaccine narrative, Susman adeptly maneuvered through a landscape riddled with skepticism and fear. With her book, Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World, she encapsulates the essence of effective communication in times of crisis.

Understanding the Value of Employer Branding

As companies increasingly prioritize their employer branding, Susman's insights resonate deeply. She echoed the significance of transparency—a vital ingredient in fostering trust not just in products, but in workplace culture as well. In her upcoming transition, Susman embodies the changing dynamics within the candidate journey where authentic communication is crucial for reputation management. Her experiences underscore the need for businesses to craft compelling employee value propositions (EVPs) that genuinely reflect their mission and vision.

The Shifting Landscape of Corporate Communication

Acknowledging the evolution of corporate communications, Susman cites the emergence of digital platforms as a catalyst for change. This is particularly pertinent for recruiting marketers aiming to resonate within an increasingly cluttered digital sphere. The pivot towards social recruiting is a reflection of the industry’s adaptation to modern communication channels, signifying a shift from traditional practices to more engaging, real-time approaches.

Planning for the Future: Lessons from Susman’s Tenure

As Susman prepares for her next act post-Pfizer, the industry peers are left to ponder: what does this mean for future corporate strategies? The key takeaway from her story is that the foundation of any successful communication strategy lies in authenticity and engagement with all stakeholders. For employer brand managers, this means not only investing in a strong onboarding experience but also ensuring ongoing dialogues that prioritize employee input and feedback.

In a world where public sentiment can shift rapidly, Susman's approach represents a beacon for the transformation of communication practices across industries. As your organization navigates its Glassdoor strategy and enhances career site optimization, consider the lessons gleaned from her experiences.