When a product is pulled from the shelf due to a defect, organisations don't go quiet. Communication is amplified and publicly addressed. Brands double down on explanation. They outline what went wrong, what it [...]
Three years into using my co-pilot, fondly named Cel I have started noticing that things feel different. When AI first arrived, there was so much excitement, curiosity and fear all at once. Today, those emotions [...]
Read the published version in CHRO SA published on the 27th of November 2025
As organisations sprint towards an automated future, Celeste Sirin, founder of Employer Branding Africa, highlights why the future won’t belong to the most technologically advanced organisations, but to the most human ones.
As AI reshapes how we tell stories, the real test is keeping them real. Let’s be honest Many are still figuring out the advantages and adoption of employer or talent branding, whether as a talent [...]
Published in Ph.Creative's Newsletter on 24 April 2024
In April, I had the distinct pleasure of being interviewed by the lovely Lois Payne, courtesy of Ph.Creative, a leading and award-winning international employer branding agency.
Published in CHRO SA on 30 January 2024
In a year that promises innovation and evolution, the question beckons: What steps will you take to ensure your employer brand remains relevant, future-fit and authentically resonates with your people both inside and out of your organisation?
Published in CHRO SA on 23 November 2023
It’s pointless to build an authentic, competitive, and fit-for-purpose EVP if employees don't see it reflected in their daily lives.
Published in CHRO SA on 1 August 2023
In today’s business landscape, many organisations profess a people-centric employer brand, emphasising their commitment to employees. However, there is a questionable gap between what they proclaim and what they deliver on in practice.
Published in Bizcommunity 19 May 2023
There are mixed emotions and growing concerns about the potential for AI and generative technology (ChatGPT) to replace recruiters in their jobs. If anything, this emerging technology has now provided support to those recruiters who have always questioned their skills as writers and marketers.
