#185 Discussing Employer Branding Career Path Triumphs and Challenges with Guest Maiju Karppinen
Story-Driven Business podcast with Susanna Rantanen
Release Date: 05/29/2024
#195 Unlock Your Culture Code: The Secret to a Story-Driven Brand
Story-Driven Business podcast with Susanna Rantanen
What if your company culture is actually sabotaging your business strategy? In this episode of the Story-Driven Business podcast, I reveal how to decode your organisational culture using the Competing Values Framework and the OCAI diagnostic tool. You’ll discover how different culture types—Clan, Adhocracy, Market, and Hierarchy—shape everything from leadership and performance expectations to recruitment messaging and talent profiles. This episode is especially powerful for modern leaders, HR professionals, and founders navigating growth, change, or transformation. I’ll also show you...
info_outline
#194 From Employer Brand to Business Strategy: The Power of Story-Driven Positioning
Story-Driven Business podcast with Susanna Rantanen
What if your employer brand was never meant to live in talent acquisition? What if it’s the missing link between your culture, people, and business strategy? In this game-changing episode of Story-Driven Business Podcast, Susanna Rantanen—author of Story-Driven Employer Branding and the world’s leading expert in modern employer branding—shares why story-driven positioning is your most underrated strategic tool. Discover: The four strategic company culture types and why knowing yours is critical How to design employee experiences that make your employer brand believable What...
info_outline
#193 Why Employer Branding Is a Strategic Leadership Opportunity
Story-Driven Business podcast with Susanna Rantanen
What if I told you your employer brand already exists—and it’s silently telling the world what kind of leader you are? In this episode, Susanna Rantanen—creator of the Magnetic Employer Branding Method™—reveals why employer branding has become your leadership advantage. Discover how story-driven employer branding connects your business strategy, values, and company culture into a cohesive narrative that drives behaviour, improves retention, and boosts performance. 🎯 Learn how to: Turn culture into your company’s invisible compass Align your people with your strategic vision ...
info_outline
#192 Storytelling: The Most Underrated Leadership Skill in Business, part 2
Story-Driven Business podcast with Susanna Rantanen
Why do so many brilliant strategies fall flat in execution? One word: buy-in. And what unlocks buy-in? Not data. Not directives. Stories. In this episode of the Story-Driven Business Podcast, modern employer branding gal Susanna Rantanen unpacks the power of storytelling as the most underrated – and underused – leadership skill in business. Learn how to turn your strategy into a shared mission, your message into a movement, and your culture into a magnet for talent. Expect: Tangible tips for execs, CEOs and team leads Real-life examples of storytelling success The Magnetic Employer...
info_outline
#191 Storytelling: The Most Underrated Leadership Skill in Business, part 1
Story-Driven Business podcast with Susanna Rantanen
Forget charisma. Ditch the data dump. The most powerful leadership tool isn’t in your MBA textbook—it’s storytelling. In this episode, Susanna Rantanen, the world’s leading modern employer branding expert, dives into why storytelling is the most overlooked yet essential skill for leaders today. Discover how to lead with clarity, inspire trust, align culture, and boost your “Return on Inspiration”—all through the stories you tell. 💡 Featuring ideas and thoughts from masterminds such as Donald Miller, Brené Brown, Simon Sinek and Susanna from the new book Story-Driven...
info_outline
#190 11 Steps to Matching Minds with Mission (Magnetic Employer Branding Method™)
Story-Driven Business podcast with Susanna Rantanen
What if your employer brand wasn’t just seen… but deeply felt? In this episode of the Story-Driven Business Podcast, I (Susanna Rantanen, the world’s leading modern employer branding expert) reveal the 11 powerful steps to building an employer brand so aligned with your business mission, it becomes magnetic. Using the Magnetic Employer Branding Method™, I'll guide you through how to: Transform your current culture into a Strategic Company Culture Make your people your loudest brand advocates without begging for reviews Craft a Work-to-Life Promise™ that top talent feels in...
info_outline
#189 Brand People Like Best Companies Do, Not Just Products
Story-Driven Business podcast with Susanna Rantanen
Your products don’t build trust. Your people do. And yet, most companies still pour all their brand energy into showcasing what they sell—while leaving the people who make it all possible invisible. In Episode 189 of the Story-Driven Business Podcast, I share why the smartest, most magnetic businesses don’t just brand their products—they brand people. When you brand your people: ✅ Customers see the human value behind your service. ✅ Talent sees themselves in your story. ✅ Stakeholders see leadership that inspires long-term trust. But when you don’t… ❌ You become forgettable...
info_outline
#188 Unlocking the Secrets of Story-Driven Employer Branding: Chapter One of My New Book!
Story-Driven Business podcast with Susanna Rantanen
What if I told you that employer branding isn’t about you—it’s about them? And by 'them,' I mean your talents, the people you want to attract and keep. In today’s special episode, I’m giving you an exclusive sneak peek into my brand new book Story-Driven Employer Branding: Introducing The Magnetic Employer Branding Method™. You’re about to hear the very first chapter, and trust me—it’s going to change the way you think about employer branding forever. So, grab a coffee, sit back, and let’s dive in. And if you love what you hear, you can (If the Amazon link doesn't...
info_outline
#187 How tech company Mitgo found success with employer ambassadors
Story-Driven Business podcast with Susanna Rantanen
How Mitgo’s 90 ambassadors have made employer branding magic – with Veronika Batmanova Ready to take your employer branding to the next level? 🤔 This episode is your ultimate guide! Join me and Veronika Batmanova, the leader behind Mitgo’s wildly successful employee ambassador program, as we uncover the exact steps that made it thrive. 🔥 Key topics we cover: - How Mitgo engaged employees authentically (without a big budget!). - The role of motivation, recognition, and creativity in keeping ambassadors active. - Why platforms like LinkedIn and even TikTok are game-changers for...
info_outline
Airbus Finland Does It: Employer Branding Breakthrough
Story-Driven Business podcast with Susanna Rantanen
Airbus Finland Does It! Award-winning employer branding gets regular contributions from employers at the Helsinki and Jyväskylä offices. How did they succeed so quickly, in just six months without zero campaigns? We spoke with Maiju Karppinen, HR Business Partner at Airbus Finland, who in her role, owns employer branding in the Finnish subsidiary. Our conversation covers the award-winning employer branding strategy process, challenges faced, feedback received, and the impact of winning an award on the organisation. What we believe to be especially interesting to you is how Maiju has managed...
info_outlineIf you are growing an appetite for an employer branding career path, this episode will continue to tickle your fancy, like the previous two episodes on our Nora's employer branding career journey.
In this week’s Building a Modern Employer Branding podcast episode, Nora and I speak with Maiju Karppinen about her employer branding career path, what inspires her and how she juggles her HR Business Partner role aside from working weekly in employer branding.
Maiju works for one of our clients, Airbus Defence and Space Finland. Us three have worked together closely since early 2023 when we first created their employer branding strategy based on the Magnetic Employer Branding Method™️.
In August 2023, the three of us formed an employer branding team and Nora and I have supported Maiju in building, learning and maintaining a consistent employer brand marketing process with pretty outstanding results and impact.
We discuss Maiju's career path into employer branding, how she juggles all her responsibilities while maintaining weekly employer brand marketing chores and what it feels like working so closely with an external employer branding agency.
🔗 If you want the text version or watch the video version, jump right here >
Or type modernemployerbrand.com/podcast185 on your browser if the RSS link does not work.
Connect with Maiju Karppinen at Airbus Finland on LinkedIn: https://www.linkedin.com/in/maiju-karppinen/
Connect or follow me on socials:
LinkedIn: https://www.linkedin.com/in/susannarantanen/
Instagram: https://www.instagram.com/rantanensusanna/
TikTok: https://www.tiktok.com/@rantanensusanna
YouTube: https://www.youtube.com/@rantanensusanna
Check out also Employer Branding Agency Emine’s blog: https://emine.fi/blogi/