What does it really take to build a strong employer brand? In our very first episode of Reel Impact, we dive into the art and strategy of attracting and engaging talent with Kate Johnston, Employer Brand Manager at Carnival UK. From storytelling and culture to global recruitment challenges, Kate shares how employer branding is far more than a buzzword – it’s about people, purpose and creating meaningful experiences.
Introduction
For the first episode of our Reel Impact podcast, host Dan Bryant sat down with Kate Johnston, Employer Brand Manager at Carnival UK, to explore the ever-evolving world of employer branding.
With nearly two decades at Carnival UK, Kate has worn many hats – from copywriter to internal comms specialist – before stepping into her current role. Her unique career journey has given her a deep understanding of how culture, storytelling and strategy come together to shape an organisation’s reputation as an employer.
What is employer brand?
At its core, employer brand is an organisation’s reputation as a place to work. Marketing builds demand for products and services; employer brand is about making a company attractive to talent.
It’s a blend of tangible benefits (reward, recognition, development opportunities) and intangible elements (culture, sense of belonging). As Kate explains, much of it comes down to how employees feel about their workplace.
Storytelling at the heart
People are the biggest asset of any business. For Kate, that means placing storytelling front and centre.
From benefits campaigns where employees share how they really use perks, to video content showing life on board a ship, Carnival UK ensures that its people are the voices of the brand. This authenticity helps candidates imagine themselves in the role, while reinforcing culture for existing employees.
“Anything with people really resonates,” says Kate. “Video content, in particular, helps bring the experience to life in a way words alone can’t.
Managing complexity across brands
Carnival UK is part of the world’s largest cruise company, Carnival Corporation, and operates two iconic brands: P&O Cruises and Cunard.
Balancing the needs of multiple audiences – shore-based colleagues, crew at sea, and global recruits – requires clarity and consistency. That’s why Kate and her team developed an Employee Value Proposition (EVP) broad enough to unite everyone, while still allowing targeted messaging for different groups.
It’s about making sure every colleague understands what to expect – whether working shoreside in Southampton or living on board a ship for months at a time.
Global reach, local nuance
With crew recruited through global talent partners across India, Malaysia, South Africa and beyond, Carnival UK must also think internationally.
That means creating culturally relevant content, avoiding idioms that don’t translate well, and being mindful of how things like emojis are perceived in different cultures. Nationality-specific photography and video content help potential recruits see themselves represented authentically.
Top-down and bottom-up culture
For Kate, employer brand is about alignment between what leadership sets out and what employees actually experience. Carnival UK gathers regular insight through surveys, culture teams and employee networks to ensure the EVP reflects reality.
Employee-led networks, covering race and ethnicity, LGBTQIA+, disability and gender balance, play a key role in shaping and amplifying the culture. They also act as authentic ambassadors for the business, sharing their experiences internally and externally.
Purpose: creating unforgettable holiday happiness
Carnival UK’s corporate purpose is simple yet powerful: to create unforgettable holiday happiness. This vision doesn’t just guide customer experiences – it shapes employee culture too.
Internally, the phrase Together with Carnival UK reinforces collaboration and shared purpose across the organisation’s 1,800 office-based employees and thousands of crew worldwide.
Kate’s reflections
When asked what she loves most about her role, Kate doesn’t hesitate: it’s the people. Meeting colleagues across the business, hearing their stories, and celebrating their achievements is what makes her job special.
The biggest challenge? There’s simply too much good news. With so many incredible stories across the organisation, the hard part is choosing what to spotlight and ensuring it’s communicated strategically.
Key takeaways
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Employer brand is reputation: it’s how people see you as a workplace.
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Storytelling drives engagement: authentic voices matter more than corporate messaging.
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Consistency with flexibility: a clear EVP provides a foundation, but targeted content ensures relevance.
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Culture is shared: it’s shaped by leaders and employees alike.
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Purpose matters: connecting employees to a unifying vision strengthens engagement.
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