HR as Brand Architect: Influence, Identity and Storytelling

At our Hamburg HR Leaders Forum, in partnership with Wempe, senior HR leaders gathered to explore the role HR plays in shaping how a brand is genuinely experienced, both internally and externally. With insights from Andrea Mehde, CHRO, Negar Nazemian, Head of Employer Branding, both from Wempe, and Arzo Nadi, CEO of Kreatoors.ai, the discussion unveiled a compelling narrative of how HR can shape brand identity through storytelling, influence, and employee empowerment.

The Subtle Power of Influence

Andrea Mehde began the session by emphasising a shift in HR’s leadership approach:

Influence is what you have when you don’t have authority. That’s where HR often sits—navigating complexity, holding space, and making things move without always being in charge.

Her reflections portrayed HR as a cultural custodian, deeply rooted in employees' lives experiences and the organisation’s identity. She described leadership as a posture rather than a position — an inner clarity that enables someone to lead with presence instead of control. Drawing from her own experience at Wempe, Andrea explained how HR sits at the intersection of organisational identity and people’s lived experiences.

Andrea spoke about Wempe as a retailer that sees itself as curator for the finest brands in luxury, being a manufacturer for both watches and jewellery and hosting the biggest service workshop for watches in Europe. The brand is rooted in tradition, being founded in 1878, yet with the courage to adapt. She challenged the audience to see HR not only as a support function but as a custodian of cultural integrity.

From Values to Voice

Wempe, a family-owned luxury jeweller with around 900 employees in 31 showrooms worldwide, the company is seeking to engage a younger, values-driven demographic, such as “progressive individualists” who prioritise authenticity, self-expression, and diversity.

Negar Nazemian brought that cultural stewardship into focus through Wempe’s new employer branding campaign. Research indicated a need to connect with a target group that values self-realisation, diversity, and health. Rather than rely on polished slogans, her team focused on emotional truth and lived experience.

We didn’t want a campaign that talks about Wempe.We wanted one that speaks from within Wempe.

Through employee interviews, inclusive visuals, and co-created messaging, the campaign reflected not just Wempe’s luxury heritage but its human touch. One of the most powerful outcomes? Internal resonance. “Employees saw themselves—really saw themselves—in our communication,” Negar noted. “And that matters more than any click rate.”

The new Wempe corporate brand strategy focuses on a personal style that remains sophisticated and unique. "The Luxury of Being You" is all about authenticity, featuring real images and statements from employees that focus on very diverse and individual answers to the question: When do you shine? Wempe has embedded individuality into its workplace culture by allowing employees to express themselves through dress code and by developing their new inclusive employer branding strategy.

They created two additional initiatives that directly linked their employees to their new employer branding.

The Corporate Influencer Program, where employees can showcase their experiences on LinkedIn to enhance brand storytelling and engagement. Selected employees will undergo training to promote authenticity and alignment with the company's values.

Employee Development and Feedback Systems are new strategies to improve feedback loops, providing employees with regular evaluations to engage with corporate brand developments and tailor training and individual coaching accordingly – with a focus on health topics as well.

Empowered Voices, Authentic Brands

The conversation expanded with Arzo Nadi of Kreatoors.ai, who provided a sharp and data-driven view of the employer branding landscape. Her key message? Employer branding is no longer a corporate monologue—it’s a collaborative conversation.

Arzo shared data demonstrating that employee-generated content (EGC) consistently surpasses traditional branded content, often by a factor of four or more. Why? Because people trust people, not logos. One campaign, led by just 15 employee advocates, obtained over 75,000 impressions and significantly outperformed paid media.

Arzo described the change many companies are experiencing: shifting from carefully crafted employer brand campaigns to decentralised, human-centred narratives. In her words:

People trust people, not Logos.

She introduced the concept of corporate influencing: a strategy where selected employees—often not from senior leadership—are provided with tools, training, and support to share authentic stories from within the organisation. Unlike random advocacy, this is a structured, values-aligned approach rooted in trust and empowerment.

Her broader takeaway was cultural: “Employer branding is no longer something you do to people,” she said. “It’s something you invite them into.”

From HR Strategy to Brand Legacy

Together, the three speakers demonstrated how HR can drive brand strategy from within.

It’s about trust.

HR teams should shift their mindset from controlling narratives to empowering trusted messengers through the use of tools, frameworks, and clear boundaries. Whether through quiet influence, internal storytelling, or employee empowerment, HR is uniquely positioned to shape a company’s identity, not just through policies but also through the overall experience of working there.