How technology fuels employer brand transformation

In a competitive talent market, a strong employer brand isn’t just an advantage—it’s a necessity. As organizations grow and evolve, refreshing an employer brand ensures it remains compelling, consistent, and engaging. But achieving this at scale presents a common challenge: how do you maintain brand consistency while allowing for local nuances?

The answer lies in technology.

Maintaining employer brand consistency across global recruitment teams

Rebranding on a large scale is complex. Variations in brand representation can weaken impact, create confusion, and dilute the core message. Talent management leaders know that empowering employees to bring the brand to life—without compromising its integrity—is critical.

PepsiCo faced this exact challenge when revamping its employer brand. With teams operating in 77 countries and over 318,000 employees, maintaining a cohesive brand identity while allowing for regional adaptation was no small feat. As Sally Elbassir, Associate Manager of Global Talent Attraction & Engagement at PepsiCo, explained:

“It was challenging to maintain brand consistency. All it takes is a little tweak here and a little tweak there, and then suddenly your brand doesn’t look like your brand anymore.”

Without the right technology, ensuring consistency across regions, teams, and channels is nearly impossible.

A centralized brand governance system for a consistent employer brand

To overcome these challenges, companies like PepsiCo are turning to digital asset management (DAM) and rebranding software—comprehensive systems designed to centralize, simplify, and scale employer brand governance.

Key benefits include:

• One source of truth – A single hub for brand guidelines, approved assets, and templates ensures every team has access to the right materials.
• Streamlined content creation – Pre-approved templates enable employees to quickly produce on-brand assets without reliance on external agencies.
• Effortless localization – Local teams can adapt materials for cultural relevance while maintaining global consistency.
• Workflow efficiency – Automated approvals and structured asset management eliminate bottlenecks and reduce delays.

PepsiCo leveraged this approach to empower teams globally. “Papirfly is a tool that everyone feels empowered to use,” Elbassir noted. “We made sure that we set it up so that folks could take the templates and use them to build assets that are still customized but also maintain the global brand.”

Deliver a scalable, sustainable employer brand strategy

By embedding digital asset management and rebranding management software into an employer brand strategy, organizations can achieve:

• Greater efficiency – Teams can produce high-quality, on-brand content in-house, reducing costs and speeding up execution.
• Stronger brand governance – Centralized control ensures assets remain compliant, while flexible tools empower local talent managers.
• Faster market responsiveness – Campaigns roll out seamlessly across multiple regions, keeping pace with recruitment demands.
• Increased engagement with next-gen employees – Younger talent expects visually compelling, interactive, and dynamic content that resonates with their digital-first mindset.

The urgency: Why now is the time to invest

According to Forrester’s 2025 Predictions Report, companies are under increasing pressure to demonstrate ROI on their technology investments. Many organizations that fail to build a structured approach to brand governance will scale back investments prematurely, putting them at a long-term disadvantage. Forward-thinking leaders must prioritize solutions that balance immediate wins with long-term sustainability. Investing in a DAM solution and rebranding management software now ensures a scalable, future-proof foundation that drives efficiency and brand integrity.

Additionally, with Millennials and Gen Z comprising a growing share of the workforce, employer brands must embrace innovative, technology-driven approaches to content creation. Digital tools allow for the seamless production of engaging, creative assets that align with how these generations consume and interact with content—whether through short-form video, personalized visuals, or interactive storytelling.

Lessons for employer brand professionals

For HR professionals, recruitment marketers, and employer brand managers considering an employer brand refresh, the next steps are clear:

• Invest in the right tools – A robust digital asset management and content creation solution ensures brand consistency and efficiency.
• Empower local teams – Giving employees access to pre-approved templates reduces bottlenecks and increases engagement.
• Centralize brand governance – A single, structured system prevents inconsistencies and ensures seamless execution.
• Scale with confidence – Technology enables a brand to grow, adapt, and maintain alignment across global teams.
• Create content that resonates with new generations – Leveraging digital tools enables more engaging and relevant employer branding content that attracts younger talent.

Rebranding isn’t just about new messaging or fresh visuals—it’s about creating a system that sustains and scales an employer brand over time. With the right technology, businesses can maintain brand integrity while giving teams the flexibility to bring it to life.