88 [EB Series] Why a Global EVP Will Fail Without Local Voices | Jenny Roberts (ex-BP)

In this episode of the VideoMy Pod's Employer Brand Series — recorded live in Singapore — hosts David Macciocca and Emma Lang sit down with Jenny Roberts, a seasoned employer brand consultant with nearly 20 years of experience across agency and in-house roles, to tackle one of the most common challenges in the region: being handed a global EVP and expected to just roll it out.

Drawing on experience across both a global in-house role at BP and agency experience at TMP, Jenny unpacks why a one-size-fits-all approach simply doesn't work across Asia's diverse markets, and what practitioners can do instead. 

From transcreation and platform localisation to recruiter toolkits and employee-generated content, this episode is packed with practical, hard-won advice for anyone navigating the gap between global strategy and local reality.

For employer brand practitioners working across multiple markets, or anyone trying to get buy-in from global stakeholders who don't yet understand why localisation matters, Jenny's perspective is both strategic and immediately actionable.

Key Topics:
02:00 – Jenny's background: from print media planning to global employer brand
05:30 – Why rolling out a global EVP without localisation loses relevance fast
09:00 – Transcreation vs. translation — keeping sentiment without losing meaning
13:00 – How to keep global consistency while giving local markets flexibility
17:30 – Using focus groups and research to build the business case for localisation
22:00 – Platform localisation: why WeChat, not LinkedIn, wins in China
27:00 – Aligning employer brand with internal comms and values work
31:30 – Building recruiter toolkits to protect brand consistency at the local level
35:00 – Employee-generated content and why it outperforms polished corporate posts
39:00 – How Asia's growth markets are finally getting the EB attention they deserve
41:30 – Tips for starting out: educate stakeholders, run focus groups, build case studies

If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomyjob.com for a library of industry perspectives and how-to's.

Now, if you’re ready to level up your activation strategy then you need an employee story video platform and that’s what we do! Go to videomyjob.com/demo to book a walkthrough with one of our video specialists.

Lastly, we’d love for you to help us spread the word about the VMJPod to attract new experts and practitioners to share their activation strategies, so please take a screenshot and post it on LinkedIn, don’t forget to tag us at VideoMy, we are so grateful when you do that!