In this role, you will set the enterprise employer branding strategy and operating model to strengthen Etihad’s reputation as an employer of choice and enable delivery of our talent priorities at scale, particularly across high-volume, frontline operations.

You will translate business strategy, workforce plans and our Purpose, Vision, Mission and Values into a differentiated Employee Value Proposition and targeted narratives, then govern execution across all candidate and employee touchpoints. The role partners closely with HR leadership, Marketing/Brand, Corporate Communications and operational stakeholders to drive measurable outcomes in attraction, engagement, retention and advocacy, while protecting and enhancing brand sentiment across markets and channels.

Accountabilities

• Lead enterprise-wide EVP strategy and governance in partnership with the wider HR team and the Brand and Marketing team, ensuring a consistent and compelling proposition is embedded across all candidate, employee and leader touchpoints.
• Own the employer brand strategy and multi-year roadmap (internal and external), aligned to the refreshed corporate brand, business priorities and workforce plans; provide clear direction and standards for execution.
• Design and implement persona-based attraction strategies for both high-volume frontline roles and niche specialist hiring, aligned with Etihad’s EVP, PVMV and culture, and directly linked to measurable hiring and retention outcomes.
• Partner with Marketing/Brand and Corporate Communications to plan and deliver integrated, always-on and campaign-based employer brand/recruitment marketing activity; influence channel strategy, content calendars and audience targeting across markets.
• Establish employer brand creative standards and toolkits which are aligned with Etihad’s corporate brand guidelines; oversee development of fit-for-purpose assets (visual identity, templates and campaign collateral) to ensure quality, consistency and scalability.
• Own channel strategy and governance (paid, owned and earned) for employer branding; continuously optimize spend, content performance and audience reach in partnership with TA and Marketing.
• Provide strategic creative direction for UAE National Talent Development programs in partnership with the Senior Manager, UAE National Attraction and Engagement, ensuring distinctive positioning and consistency across attraction, onboarding and community-building initiatives.
• Design and govern employee advocacy and brand ambassador programs, enabling leaders and employees to represent Etihad authentically while managing brand and reputational risk.
• Set editorial direction and oversee production of high-impact content (video, photography, long- and short-form, social), showcasing frontline and corporate employee stories, career pathways and culture across priority audiences.
• Lead employer brand-related improvements across the end-to-end candidate journey, partnering with TA to monitor candidate experience, remove friction points and introduce innovative engagement approaches at scale.
• Govern Etihad’s presence on employer review sites and social/professional platforms, including moderation/escalation protocols, response playbooks and ongoing reputation management.
• In partnership with the TA Strategy and Innovation Manager, define the employer brand measurement framework and dashboards; track and interpret key metrics (brand sentiment, channel performance, quality/volume of applicants, conversion and candidate feedback) and convert insights into prioritized action.
• Build and maintain strategic partnerships (universities, industry associations, community and diversity networks) to extend employer brand reach, strengthen pipelines and support priority hiring segments.
• Manage agency and vendor partners, including budgets, commercial governance, service levels and performance against deliverables.

Education & Experience

• Strong understanding of branding principles and marketing techniques
• Excellent communication skills, both written and verbal
• 8+ years’ experience in employer branding, talent marketing or brand communications within a large, complex (matrix) organization, including leadership of enterprise-scale programs.
• Demonstrated experience delivering high-volume attraction marketing for frontline operations, as well as targeted strategies for specialist and leadership hiring.
• Proven ability to shape, govern and embed an EVP, including senior stakeholder engagement and change adoption across a diverse workforce.
• Strong track record in campaign strategy, performance marketing and optimisation, including budget management and measurement of ROI and pipeline impact.
• Creative mindset with the ability to develop innovative and differentiating campaigns
• Analytical skills to track and measure the effectiveness of branding initiatives and sentiment
• Ability to collaborate and influence cross-functional teams and stakeholders
• High level of expertise with, and knowledge of, various social media platforms, employer review sites, and other relevant channels
• Highly organised, with strong project and programme management capabilities
• Knowledge and understanding of Applicant Tracking Systems, candidate relationship management technology, video interviewing technology and automation from a branding perspective
• Experience managing agencies and vendors with strong commercial governance (briefing, contracting, performance management and value for money).

Etihad Airways is more than the UAE’s national airline - we’re shaping the future of global aviation. From our hub in Abu Dhabi, we connect people across continents and cultures, while driving our “Journey 2030” ambition to double our fleet, expand our network and grow our people for a new era of excellence. Join us and become part of a vision where the world is your workplace and extraordinary experiences take flight.

To learn more visit www.etihad.com

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Beware of fraudulent job offers from individuals or organizations claiming to represent the Etihad group. We will never ask for personal information, bank details, or payment during the recruitment process. Interviews are conducted face-to-face or via video/telephone before any formal offer. If you are asked for money, please treat it as fraudulent.