Building Culture Through Internal Growth & Employee Voices: AFCA’s Employer Brand with Rosa Van Kuyk

How do you build an employer brand that resonates both inside and outside your organisation? For Rosa Van Kuyk — Recruitment and Employer Brand Consultant at AFCA (Australian Financial Complaints Authority) and winner of the 2025 ITAs Enterprise Talent Professional of the Year — the answer lies in nurturing internal growth, empowering employee voices, and embedding authenticity into every story.

Promoting From Within

At AFCA, internal mobility is more than just a metric — it’s a cornerstone of culture. Rosa explains that a strong employer brand isn’t just about attracting new people; it’s about showing current employees there’s room to grow. By focusing on career development, AFCA keeps engagement high and signals to candidates that progression is part of the deal.

From Recruiter to Employer Brand

Rosa’s own journey reflects that philosophy. She began her career in recruitment but moved into employer branding when her manager recognised her creative potential. Rosa highlights the difference her manager’s support made:

“Having someone who is your cheerleader and really giving you the space and confidence to do your job makes such a difference… he taught me everything doesn’t have to be 100% perfect.”

That mindset — valuing progress over perfection — has shaped how she leads campaigns and drives consistency across AFCA’s employer brand.

Launching “AFCA-nites” — Employee Advocacy in Action

One of Rosa’s biggest initiatives has been launching AFCA-nites, AFCA’s employee advocacy program. Rather than pushing content responsibilities onto everyone, the program identifies naturally active employees and gives them tools and encouragement to share stories in their own voices.

As Rosa explains:

“We thought we’d go where the energy is and elevate the skills of those who are already active… rather than forcing it upon someone who isn’t interested.”

The approach is already building momentum, creating advocates who are confident sharing authentic content that reflects AFCA’s culture.

Authentic Voices Cut Through

For Rosa, authenticity isn’t negotiable:

“Authenticity really cuts through… content lands better when it comes from employees.”

Instead of polished campaigns, AFCA prioritises stories told by employees themselves. These voices not only create more relatable content but also help candidates self-select into, or out of, the process, improving the overall quality of hires.

Organic Advocacy and Referrals

Beyond formal programs, AFCA’s people naturally act as advocates. Rosa points out that referrals play an important role in talent attraction, with employees sharing their pride in the organisation and encouraging others to join. 

Key Takeaway

At AFCA, culture fuels the brand and the brand amplifies the culture. By:

• Promoting from within

• Empowering employees through advocacy programs

• Leaning into authentic, human stories

AFCA has built an employer brand that’s lived by its people and recognised in the market.

As Rosa reflects, success doesn’t come from one person or one team — it takes collaboration across hiring managers, employees, and stakeholders to truly bring an employer brand to life.

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