Some say it takes a bad relationship to help you realize when you’ve found a good one. One worth keeping through the ups and downs. Me? I’ve had my fair share of toxic co-worker relationships. I’ve been part of “teams” that pulled you into the mud versus celebrating successes. I was told that for people to take me more seriously, I should "wear my hair in a bun." I’ve worked for a boss who referred to me as a “worker bee.” (Ouch, that stung!)

Buns and bees aside, when I started working at exaqueo, I knew it was something special. Three years later and I want the world to know just how amazing this team is. A former colleague once called #teamexaqueo the “hardest working team in HR.” One thing is for sure—we’re not afraid to push each other and our work, support each other inside and outside of work, or get our hands dirty as we build authentic employer brands from scratch.

If you’re new around here or looking to get reacquainted, it couldn’t be a better time. Get to know our team of employer brand strategists, starting with yours truly:   

Shannon Smedstad, Senior Employer Brand Strategist 

As a child, what did you want to be when you grew up?  

I wanted to be a news anchor. Then, in my first semester of college, I had to write a paper on what I wanted to be. That assignment started a series of interviews with local anchors and reporters. When I found out they often woke up at 3 or 4 am, I decided it was not the right choice for me. However, to this day, I still love writing, copyediting, and holding a microphone.

What is your proudest exaqueo moment?

Seeing our research inspire the Red Wing Shoe Company’s employer brand strategy and brandline: Build Your Legacy. Not only is Red Wing an amazing company with a fantastic product and people, it was an enriching experience to partner with their CHRO. 

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How is your work making a difference in the world?

We often facilitate employee focus groups and what we uncover is shared back. One of our clients is a global entertainment company positioned for rapid growth. They want to ensure they deliver the most meaningful employee experience. I had the pleasure of presenting our focus group findings to several very senior leaders who listened to and are implementing many of our recommendations. To know my work is based on what employees want (and not assumptions) and that it’s impacting people’s lives around the world is incredibly fulfilling. 

Alyssa Bani, Employer Brand Strategist  

As a child, what did you want to be when you grew up?  

Growing up, I had all kinds of career aspirations, from marine biologist to fashion designer, but the one that stands out most is lawyer. It’s not the career that most young kids dream of, but as the daughter of an attorney, I think it serves a testament to how much I admired my father and wanted to follow in his footsteps. Plus, the office breakroom was always full of treats.

What does being a part of this team mean to you?

Being a part of team exaqueo means being accountable and holding each other to an incredibly high standard and level of service. We truly live our values—we don’t let our colleagues down, ever. Without a doubt, this is the highest-performing team I've ever worked with. We support and encourage one another, and give thoughtful feedback. We care deeply about delivering our best work.

How is your work making a difference in the world?

Through our workforce insight, we seek to help our clients understand what’s in the hearts and minds of their people. No matter what kind of research we're doing, we give focus to what matters to the people who are at the heart of their organization. We have opportunities to elevate employees’ stories, passions, challenges, and the personal impact the work they do has on their lives. During a recent client engagement, we heard from employees that they felt there was a struggle with inclusion in their work environment. As an outside consultant, we were able to bring forward employees’ perspectives in a way that was rooted in data. Since hearing their employees’ feelings around the topic, this organization has created a diversity and inclusion taskforce, and is creating a holistic strategy focused on building an inclusive culture.

Erin DeGroot, Employer Brand Strategist 

When did you know exaqueo was right for you?

When I was working in-house, so much of what I learned about employer brand was from this team. The holistic approach to understanding the whole self resonated deeply with me and the work I knew I wanted to pursue. During the interview process, each conversation I had with the team, either over the phone or in person, solidified for me that this team was for me. Not only is the work we do meaningful, this team truly values balance, trust, family, and each other.

What does being a part of this team mean to you?

Throughout my career, I’ve been part of some amazing teams—and some that left something to be desired. This team is truly special. To me, this team means support, honesty, vulnerability, challenge—all rooted in deep respect and care for each other.

What advice would you offer to an employer brand newbie?

Be hungry to learn. There is information everywhere, some with competing schools of thought. Be open to new ideas and approaches, but stay true to what you believe is the foundation of an employer brand. For me, that is hearing and understanding what is in the hearts and minds of employees. Be confident in what you know and be comfortable challenging the status quo.

Emily Fritz, Employer Brand Strategist 

As a child, what did you want to be when you grew up?  

As a child, I wanted to be a teacher when I grew up. I come from a line of educators and was raised to ask a lot of questions. From an early age, I had a great respect for teachers as my mother was one. I saw the impact she had on her preschoolers and how much she cared for them. I felt that same compassion from some of my teachers and I wanted to have an impact on people in a similar way. 

When did you know exaqueo was right for you?

I knew exaqueo was right for me when I met Susan LaMotte for my in-person interview in Charleston, SC. Not only did I instantly feel connected to Susan as a person, her personality and style, but her vision for exaqueo really motivated me to want to be a part of it. As someone who believes in “signs” and has aspirations of becoming a beekeeper, having lunch at the Butcher & Bee for my interview was something I also just couldn’t ignore.  

What advice would you offer to an employer brand newbie?

Remember that the candidate and employee experiences are intrinsically connected. This means employer brand messaging should be used externally and internally—and more importantly be aligned. You want to make sure your organization is intriguing to candidates while still ensuring what you’re marketing it as is authentic and reflective of current employees’ experiences.  

Jaclyn Wollett, Employer Brand Strategist  

How did you become an employer brand expert?

When I graduated from college with a degree in art and corporate communications, I knew I lacked the business acumen to apply those tangible skills to business strategy. Brand was a hot topic within the design community in Europe and so I decided to move to London to pursue an advanced degree in design and branding strategy and in turn, uncovered my love for brand strategy and the power of brands to transform businesses. I later found myself working in-house in human resources and was able to apply my knowledge and skills to building and implementing powerful employer brands.

When did you know exaqueo was right for you?

I was lucky enough to work with exaqueo as a client and live through the approach, the deliverables, and see the value come to life. From the first day they showed up and asked us to build sculptures out of playdough, I thought, “This is going to be a great project,” and it was! I’m pleased to be able to provide that same great experience to my clients now.

What does being a part of this team mean to you?

Being a part of exaqueo means opportunity to connect with amazing companies and build work that creates true impact. Our team is amazing to work with—we’re encouraging, supportive, creative, innovative, and smart—and everyday brings new challenges, learnings, and a chance to grow.