At exaqueo, we live and breathe employer branding. We love what we do, not just because of the impact we create, but because of the team we get to do it with. Each of us has a unique perspective on what makes our work fulfilling, but one thing remains consistent—we are passionate about shaping employer brands that resonate. Here’s a look at some of our favorite aspects of the work we do, in the words of our team.

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What has been your favorite engagement? Why?

• Emily: "My favorite engagement has been my work on was one of our aerospace and defense clients because we had the opportunity to do insights, brand, and experience work. We uncovered authentic employee stories that we captured on video to bring the brand to life."
• Jackie: "My favorite engagement was working with Baxter on building their employer brand and developing a series of personas. This was the first engagement that I got to take the lead on, and working with the team at Baxter was a true partnership. Since we delivered the work, it has been amazing to see what Allison Kruse has been able to do to champion the brand and build her internal employer brand team."
• Christine: "Hmmm... I would say one of our pharma clients because it was the most complex project I've worked on at exaqueo. Global. Federated Organization Model. Complex political dynamics. And a ton of research and data to make meaning out of. It pushed my consulting abilities in ways I could not have predicted. And I learned so much!"
• Lexi: "My favorite engagement is a toss-up between the work I did for T-Mobile and Serco. In both cases, the clients were phenomenal partners. We had a great, collaborative relationship throughout. We also did some exciting things I'm personally really proud of."
• Susan: “In 13 years, it's hard to choose one engagement, but I really enjoy when our work gets in front of the C-Suite. We had one engagement where the Board of Directors said we had nailed it. That's incredibly rewarding.”
• Jon: "Our work for a cruiseline has been my favorite engagement because it’s complex and holistic with lots of hidden dots to connect."
• Alyssa: “It's too hard to choose one...1) was for a food manufacturer—the insights we shared drove meaningful change for employees; 2) a well-known entertainment brand—pushed our team creatively and strategically, and was a ton of fun to get to go behind the scenes and experience their culture.”

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What is your favorite way to work?

• Emily: "I have two modes - GSD (Get Stuff Done) or collaborator. I love working with others to brainstorm, discuss, and workshop ideas but also need heads-down time to focus and really be productive."
• Jackie: "My favorite way to work is collaboratively with our team. I love when we're all building something together, leaning into our creative strengths, and challenging each other to deliver a really strong outcome."
• Christine: "It changes... some days working in a coffee shop or coworking space helps break up the monotony of my home office; other days, I'm inspired to work on the couch or, on a nice day, on the deck soaking up some sun."
• Lexi: "I love when I have an afternoon without meetings, I can put my feet up, put on some background music, and flow through my heads-down work."
• Susan: “I like to work in sprints. I structure my work week with a work map—mapping out what absolutely has to get done in each daily sprint—and then if I can go beyond that, it's icing on the cake.”
• Jon: “Soundboarding with the project team/testing ideas.”
• Alyssa: “Being planful, proactive (yet anticipating that curve balls will be thrown), communicating with the team and clients, bouncing ideas off exaqueo colleagues.”

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What is your favorite part of your workday?

• Emily: “Jamming to a great playlist, focused on pulling insights into brand strategies or crafting authentic and compelling brand copy.”
• Jackie: "My favorite part of the day is when I get home from dropping my son off at daycare and I'm able to sit and have my morning coffee while reading through my emails and planning my work for the day."
• Christine: "I like right after lunch because by lunchtime I have a sense of how my day is going... am I making progress on my planned to-do list or has my day been usurped by an unforeseen issue? The lunch break gives me a chance to take a break and regroup for the rest of my day."
• Lexi: "When I have the time and space to get organized and plan out my priorities for the day."
• Susan: “I love being a part of client deliverable presentations. It's so energizing to hear their feedback and their reactions to the new insights, powerful strategies, and compelling creative we share.”
• Jon: “Finding a great quote that brings a data point to life.”
• Alyssa: “Quiet time in late afternoon for heads-down work and wrapping up all the activities from earlier in the day.”

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What is your favorite part about working in employer brand?

• Emily: "I love uncovering authentic stories and bringing them to life."
• Jackie: "My favorite part about working in employer brand is the opportunity to get to know so many different types of organizations and to hear the experiences of employees around the world."
• Christine: "There's a tangible output to our work and clear utility for our clients. Our work isn't abstract or theoretical; it provides immediate and clear value. As a consultant, that's ultimately what fuels you... knowing the work you are doing is truly making an impact and has true value."
• Lexi: "I LOVE talking to employees! Getting first-hand perspective, hearing the emotion in their voices, and getting to be a fly on the wall of someone else's experience are all reasons why this is truly a privilege."
• Susan: “Data and insights—all day long! I love the work we do, and creative is so rewarding, but putting data and insights in front of clients that have never seen it before and watching their reaction as they take it all in is one of the best parts of employer brand. Employment is a relationship and to be able to illuminate that relationship employees have with work for their employers is so rewarding.”
• Jon: “Learning about new industries and how similar human truths cut across the same job roles.”
• Alyssa: “Cross-functional nature of the work—everything touches something else.”

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What is your favorite way to celebrate when you nail that client deliverable?

• Emily: "A good debrief with the team to let out that sigh of relief and share the celebration together."
• Jackie: "My favorite way to celebrate a successful client deliverable is to check that task off my project plan and share the client feedback with our broader team while acknowledging the team members who supported getting the work across the finish line. It's always a team effort at exaqueo."
• Christine: "I don't really celebrate. That's what they pay us for, and I like to think we nail each and every deliverable. The celebration is continuing to help other companies and clients, I guess. :-)"
• Lexi: "A good debrief with the team to let out that sigh of relief and share the celebration together."
• Susan: “Getting outside. The satisfactory close of the laptop and the ability to walk outside and get some sun is the best. A glass of something bubbly never hurts either.”
• Jon: “A celebratory drink.”
• Alyssa: “Chatting with colleagues about what made it go so well and recognizing everyone's hard work.”

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At exaqueo, our work is more than just a job—it’s a passion for storytelling, strategy, and helping organizations connect with talent in a meaningful way. We thrive on collaboration, creativity, and the privilege of bringing employer brands to life. And that’s what makes our work truly special.

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Join the Conversation

We’d love to hear from you! What’s your favorite part of working in employer branding? Share your thoughts in the comments or connect with us to learn more about our work.