People Communication & Employer Branding in AI Era

Modiara Kamps leads pioneering work at the intersection of employer branding and generative AI at Boston Consulting Group. Her research focuses on how large language models surface, summarise and recommend employers to candidates — a discipline now widely referred to as GEO (Generative Engine Optimisation).

At EBC Makers she will share one of the first structured case studies on measuring employer brand visibility inside AI systems: what signals models actually pick up, how recommendations are formed, where companies are misrepresented, and what employer branding teams can practically do today to influence those outputs.

Expect a candid look at data, methodology, blind spots, and what the next twelve months of AI-driven candidate discovery are likely to look like for global employers.

Jake Bustos works on employer brand and early careers at The Coca-Cola Company, one of the most recognised consumer brands in the world. His remit spans how a global employer stays relevant to new generations of talent, how stories travel across very different markets, and how trust is built and maintained at scale.

In Warsaw, Jake will share an honest practitioner view from inside a global organisation: what actually moves the needle for early careers audiences, how local teams and central brand can work together without losing authenticity, and the small operational choices that quietly decide whether a campaign lands or disappears.

Expect concrete examples, lessons from things that did not work, and a clear point of view on where employer storytelling is heading next.

Kathryn Kneller is a senior voice in the global communication community and a leader within IABC EMENA, the regional chapter of the International Association of Business Communicators. She has spent her career working at the intersection of strategy, leadership and people communication, helping organisations and practitioners navigate change with clarity.

Her keynote will take a step back from individual tactics and look at the discipline itself: how the role of the communicator is being redefined by AI, employee expectations and a more sceptical media environment, what skills practitioners need to build now, and how professional communities can support that shift.

Expect a thoughtful, leadership-level perspective on trust, craft and the next chapter of strategic communication.