Employer Branding for Healthcare: Haleon's Video-Led Strategy Explained

In the competitive world of healthcare and consumer health brands, building a genuine and relatable employer brand is more important than ever. Since its launch in July 2022, Haleon—home to household names like Panadol, Sensodyne, and Centrum - has made impressive strides in amplifying its internal culture and values through storytelling.

In this episode of the VMJPod, Megan Alexander sits down with Emma Lang, APAC Employer Brand, Recruitment Marketing Lead at Haleon, to explore how the company embraced video content to elevate its employer brand. This conversation reveals how Haleon successfully empowered its people, navigated initial challenges, and uncovered the power of authentic, employee-driven content.

Putting People First: The Heart of Haleon’s Brand

At the core of Haleon’s employer branding efforts is a simple but powerful belief: the best way to showcase the company’s culture is to let employees speak for themselves.

“We want to bring the inside out,” Emma shared, reflecting Haleon’s desire to highlight real experiences from its global team of over 26,000 people.

Before partnering with VideoMyJob (VMJ), capturing and sharing these stories at scale was a challenge. With VMJ, Haleon unlocked a more dynamic and scalable way to tell employee stories—replacing polished corporate messaging with authentic voices from across the organisation. The result? A more relatable, engaging employer brand that resonates with candidates seeking real connections.

A Strategy with Purpose: Goals that Guided the Journey

Emma and her team didn’t adopt video content for the sake of trendiness—they set clear objectives to drive meaningful outcomes:

• Scale authentic content to raise awareness and support recruitment initiatives.

• Encourage adoption across the business, building comfort and capability among both recruiters and employees.

• Uphold brand integrity, ensuring all content aligns with Haleon’s tone, values, and visual identity.

These goals helped create a strong foundation, ensuring every video served both immediate recruitment needs and long-term brand positioning.

Early Adoption: Turning a Hurdle into a Win

While the transition to video was largely positive, Emma acknowledged that adoption wasn’t without its challenges. Getting people comfortable in front of the camera required a cultural shift.

However, rather than seeing this as a roadblock, the team saw it as an opportunity—to build momentum by focusing on internal champions.

“The next day, I woke up with their videos in my inbox, which were going live within days,” Emma said, recalling how senior leaders quickly embraced the tool.

This early leadership buy-in proved instrumental. By showcasing enthusiastic participation from the top, Haleon created a ripple effect—boosting confidence and encouraging wider engagement across teams.

Support from VMJ also played a crucial role, with regular training and ongoing resources making it easier for teams to adopt the platform at their own pace.

Proof in the Numbers: Measuring What Matters

The impact of Haleon’s efforts quickly became clear through measurable results. Video content consistently delivered a 22%+ click-through rate to job applications—significantly above industry benchmarks.

Beyond the data, the feedback told a powerful story. Candidates frequently cited the videos as a source of inspiration and connection, especially when they saw inclusive representation and leadership in action.

One memorable comment came from a candidate who was moved by seeing female leaders share their stories, saying it made them feel both valued and represented—proof that authenticity drives emotional resonance.

Looking Ahead: Building a Culture of Storytelling

As Haleon’s employer brand continues to evolve, Emma remains confident in the lasting value of video content. The next chapter focuses on making content creation second nature across the organisation—ensuring everyone feels empowered to contribute to the brand story.

“It’s not just about the executives; it’s about how your people live and breathe your culture,” Emma said.

By embedding storytelling into the company culture, Haleon is fostering a sense of ownership among employees—where everyone plays a part in shaping how the organisation is perceived by future talent.

Final Thoughts: A Blueprint for Employer Branding Success

Haleon’s journey with VideoMyJob is a strong example of how modern employer branding goes beyond polished campaigns—it’s about authenticity, connection, and trust.

Through clear strategic goals, a positive approach to change, and a commitment to highlighting real employee voices, Haleon has positioned itself as an employer of choice in a highly competitive space.

For other organisations looking to build or evolve their employer brand, Haleon’s story offers a valuable lesson: empowering employees to share their stories is more than a branding tactic—it’s a culture-building strategy.

🎥 Watch the Full Episode Here 

🎙️🎧 Listen to the Podcast Here