Ana Escurin

Ana leads the strategic direction for employer brand positioning at BBVA across all areas and countries. Her responsibilities include defining and implementing global employer branding in over 30 companies, designing the external communication strategy of BBVA’s Employer Value Proposition, coordinating local implementation of global brand, designing the global social media recruitment strategy and the international coordination of external vendors who support the employer brand unit. Over the past year, Ana has created a global social media ecosystem which has cemented BBVA’s position on social media as a top employer allowing the successful engagement and attraction of top active and passive talent. BBVA’s Global Employer Brand strategy has doubled their online community in just one year and their social media pursuit has already impacted 30% of new hires in the company. Ana will be discussing this impressive journey during the session: How to leverage social communication channels to attract passive candidates.