Berlin, Berlin, Germany
I built an employer brand community from around 4,000 to nearly 80,000 followers at a 1.5 billion EUR e-commerce unicorn, fully organic, with engagement growing by hundreds of percent. At the same time I was doing that kind of work, I was also building entire EB functions from scratch, like the global team of 15 specialists I hired and deployed across 50 locations at a 30,000-person BPO, which contributed to a 27-point eNPS increase across 25 countries. Those are two different problems. One is about narrative and community at scale. The other is about systems, people and organizational change. I've had to solve both, sometimes simultaneously. I'm an industrial engineer turned brand and culture strategist. That combination is deliberate. I think in systems, move fast in chaos and care deeply about the humans inside the org charts. Over the past decade I've worked across automotive, BPO, manufacturing, telecom and creative industries, closing the gap between how companies present themselves to talent and what it actually feels like to work there. The work tends to produce concrete results: EVP frameworks, career sites rolled out across Europe, omnichannel strategies across 130+ platforms, and talent narratives that actually hold up internally and externally. Alongside that I've co-founded a creative studio and event ecosystem in Berlin, run a consultancy working with tech startups and scaleups, and spent years integrating AI into how I think about talent strategy, content systems and organizational design. I sit between chaos and order. Creativity needs some chaos. Scale needs structure. The work I find most interesting is exactly at that intersection, where AI, storytelling and culture have to work together because none of them alone is enough. If you're building something and need someone who can think strategically, move operationally and bring genuine creative range, let's talk.
As Strategic Architect and co founder of EDGE Creative Studio I am building the underlying system for how we work, designing the structure, formats and workflows that turned a queer, artist led idea into a functioning studio, podcast and event ecosystem that has attracted thousand of visitors at our events, a roster of hundreds of artists and a growing internal team that I recruit and organise using smart, AI supported tools so the creative work and the community around it can scale without losing its edge.
• Engineering growth using Branding & Employer Branding as tools for business development. • Clients including mostly startup and scaleups within tech & innovation.
Led a transformative project at Nobia, redefining our employer brand and enhancing recruitment strategies across Europe. Key achievements include: Developed an Employer Value Proposition (EVP): Crafted an EVP that resonates across all our brands, capturing the essence of what makes Nobia a great place to work. This EVP is now the cornerstone of all our employer branding efforts. Launched a New Global Career Site: Built a dynamic, user-centric career site rolled out in three phases. This platform now serves as a hub for potential candidates, showcasing our areas of expertise, people stories, and department insights, all aligned with our EVP. Strategic Employer Branding for Key Locations: Developed targeted employer branding strategies for our Jönköping factory and Vilnius Shared Services Centre, positioning these locations as desirable workplaces through innovative storytelling and localized content. Enhanced Online Presence: Mapped and optimized over 130 online channels, including the successful merging of four LinkedIn profiles into one unified presence, ensuring consistent and strategic messaging across all platforms. Content Creation & Storytelling: Established a robust content creation process, including an EVP cookbook, to guide consistent messaging and tone across all channels. This was complemented by a Glassdoor strategy to manage our employer brand externally. Revamped Onboarding Sessions: Initiated improvements to our onboarding processes, ensuring that new hires are welcomed and integrated into Nobia’s culture with a strong understanding of our EVP from day one. This project has been a significant milestone in positioning Nobia as an employer of choice in the industry. The groundwork laid during this project will continue to drive our recruitment and employer branding efforts, ensuring we attract, engage, and retain top talent across Europe.
With the foundation in place I took on a broader remit, leading all employer branding initiatives across AUTODOC's European locations for a 5,000+ person company with over 1 billion EUR in annual sales. The work expanded into localization, building strategies that worked across different markets and cultures without losing a coherent global identity. I also led a significant internal shift, introducing a new employee engagement survey tool and using that data to move from gut-feel decisions to evidence-based employer brand strategy. That connection between internal culture reality and external brand communication became the core of how we worked.
In this final chapter I operated at the intersection of strategy and execution, working directly with C-suite to implement what we had spent years building. The scope covered EVP development, internal engagement, and a large-scale organic growth plan across LinkedIn, Instagram and other social channels, alongside conference presence and broader employer brand activations. By the time I left, the careers community had grown from around 4,000 to close to 80,000 followers, fully organic, across almost four years. The brand had gone from quiet and invisible to one with a genuine voice, a clear talent narrative and the infrastructure to sustain it.
I built the employer branding function at AUTODOC from the ground up. That meant creating the strategic foundation, assembling the team and doing a lot of the early work myself, from conceptualizing and copywriting a full career website to developing the framework for how it should actually be used as a hiring and culture tool. In 14 months the LinkedIn careers audience grew by over 950% and engagement across employer branding portals increased by more than 2000% year on year. Not through paid reach. Through a clear point of view, consistent storytelling and recruitment marketing that connected what AUTODOC actually was to the people it needed to attract.
gredeson is a designer-engineer and DJ based in Berlin. Drawing upon Finnish roots, he instinctively combines spatial design, organizational mechanics, and a passion for music. From minimal brutalism to retro-futurism and the fetishization of everything, his style is wacky, wayward, and unconstrained.