Meeting on the topic “HOW TO: staying united in a world of differences”

17/ 11/ 2025

On November 5, the PR Hub of the Western Ukrainian Office of the European Business Association brought PR professionals together for a meeting dedicated to the topic “HOW TO: staying united in a world of differences.” The discussion focused on what truly matters — how to build a global employer brand strategy that is honest, clear, and equally meaningful across culturally diverse markets. 🔹 Iryna Koshyk, Head of Employer Brand at SoftServe, shared a deep and highly practical case on developing the company’s renewed global EVP. As an international company with teams in dozens of countries, SoftServe faced the challenge of unity in diversity as a core element of its employer brand transformation. 🧩 Research at scale. Iryna explained how SoftServe conducted large scale research across multiple markets using a unified methodology, enabling the company to identify real employee needs rather than assumptions. 🧩 A people centered perspective. Participants gained insight into how the company analyzed needs, barriers, and motivation drivers of teams in different countries, and how these insights shaped a single global employer promise. 🧩 EVP redesign based on Gartner methodology and business goals. The speaker shared the process of creating a new EVP that combined marketing insights, Gartner’s framework, SoftServe’s strategic objectives, and the human dimension of the company’s culture. 🧩 Global yet alive. Adapting strategy to local markets. Participants learned how the global EVP became the foundation of an international employer brand strategy while remaining flexible enough to reflect the realities of local teams. 🔹 A global employer brand can truly be unified only when every team recognizes itself in it, regardless of country or cultural context. 🤝 We sincerely thank Iryna Koshyk for a deep, honest, and professional knowledge exchange, and all participants for the active dialogue and high level of engagement.

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On November 5, the PR Hub of the Western Ukrainian Office of the European Business Association brought PR professionals together for a meeting dedicated to the topic “HOW TO: staying united in a world of differences.”

The discussion focused on what truly matters — how to build a global employer brand strategy that is honest, clear, and equally meaningful across culturally diverse markets.

🔹 Iryna Koshyk, Head of Employer Brand at SoftServe, shared a deep and highly practical case on developing the company’s renewed global EVP.

As an international company with teams in dozens of countries, SoftServe faced the challenge of unity in diversity as a core element of its employer brand transformation.

🧩 Research at scale. Iryna explained how SoftServe conducted large scale research across multiple markets using a unified methodology, enabling the company to identify real employee needs rather than assumptions.

🧩 A people centered perspective. Participants gained insight into how the company analyzed needs, barriers, and motivation drivers of teams in different countries, and how these insights shaped a single global employer promise.

🧩 EVP redesign based on Gartner methodology and business goals. The speaker shared the process of creating a new EVP that combined marketing insights, Gartner’s framework, SoftServe’s strategic objectives, and the human dimension of the company’s culture.

🧩 Global yet alive. Adapting strategy to local markets. Participants learned how the global EVP became the foundation of an international employer brand strategy while remaining flexible enough to reflect the realities of local teams.

🔹 A global employer brand can truly be unified only when every team recognizes itself in it, regardless of country or cultural context.

🤝 We sincerely thank Iryna Koshyk for a deep, honest, and professional knowledge exchange, and all participants for the active dialogue and high level of engagement.