Employer branding isn’t about another logo or tagline—it’s about building neural highways in people’s minds. Candidates notice what breaks the pattern, what stirs emotion, and what tells a story they can see themselves in. This talk takes you on a playful tour of the human brain: from the reptile brain that craves attention, to the limbic system that fuels desire, to the neocortex that signs off on the decision (even sex and conflict make an appearance). You’ll learn how to build a brand that sticks in memory and makes people curious enough to lean in.

How language becomes the first step to leading change
In times of transformation—whether personal, professional, or organizational—the first shift doesn’t happen in processes. It happens in language.In this talk, Aleksandra Vukovic, strategist and creator of the Singular Advantage framework, explores how every meaningful change begins with a change in narrative. Before you pivot your strategy or reinvent your brand, you must first reframe how you speak about what’s happening—both to others, and to yourself.Drawing from her work with over 200 startups and scaleups across Europe and the U.S., Aleksandra will show how teams can use language as a strategic tool: to name what matters, to let go of what no longer serves, and to shape the story that moves people forward.Because clarity isn’t just a communication skill—it’s the foundation of transformation.

During times of change, organizational transformation or even crisis, coaching can be a valuable tool that supports growth and development on an individual, team and organizational level. In this panel, professional coaches, Anja Radoicic Vucicevic, Milena Mitic Andjelkovic, Dubravka Djordjevic and Snezana Djuric Stefanovic discuss how coaching contributes to change, what kind of change and/or transformation it brings and when the right time is to introduce coaching into organizations. They share examples from their practices to illustrate why coaching can be a beneficial tool for change and growth on all levels, especially when used as prevention rather than a quick fix to put out fires.

Part of the focus of the employer branding team at Yandex is creating great merch that candidates will love and employees will cherish. However, they also face an industry-wide challenge: almost every IT company now produces merchandise in large quantities, making it harder to stand out while staying sustainable.Dasha will share her experience in creating merchandise for special projects, as well as the philosophy and principles of her team for producing items that help candidates fall in love with your employer brand. She will narrate how the approach to merchandise has evolved, how it is used as a communication tool, especially during periods of change.

How do you evolve from a small group of mission-driven engineers into a growing company, without compromising the values that brought you together? In this fireside chat, Nikola Vuković, CEO of Decenter, shares the story of how a team born in the early Web3 movement navigated its transition into a structured organization, built transparent processes, and stayed true to its culture of openness and autonomy. Expect a candid conversation about growth, leadership, burnout, hiring for values, and what decentralization really means when applied to people, not just tech.

It has become harder and harder to gain the attention of candidates and employees in the modern environment, which is full of information.We’ll talk about what channels and creative methods to use and how to implement guerrilla marketing tactics in communications. Also we’ll watch cases where companies not only stand out from the competitors, but also break the stereotypes about the sphere and change  the market.