Estela is a catalyst for positive change, genuinely interested in human kind and society. She has a strong foundation in brand management, marketing, analytics and emerging technologies. Her work expands to global, complex organizations, including one of the best Universities in the Americas, Tec de Monterrey; the Canadian based most international financial institution, Scotiabank; and Canada's most valuable brand RBC. Estela is Director, Employment Brand at RBC. Her role is to increase RBC brand equity to attract and retain the RIGHT PEOPLE to sustain RBC high performance culture. She is at the Centres of Excellence advising the business in balancing people, brand and culture approaches. In her previous role at Scotiabank, Estela led the articulation of the full Global Employer Brand Platform, reflecting its 180-years-in-the-making culture. She ensured full alignment with the strategic business and brand framework, collaborated in the corporate identity definition, engaging many brands in 55 countries. Estela elevated the stature of Scotiabank employer brand first internally with Scotiabankers, then externally, reflecting the ideals in the public approach. She pioneered the foundations for social media including LinkedIn, Facebook, Youtube and Scotiabank.com. Previously, as a Consultant, she partnered with marketing, communications and technology experts to improve her client’s employee experience and their positioning in the customer and talent market. Estela holds a Bachelor in Marketing and a Masters in Information Technology Management from ITESM, Mexico. The later delivered in partnership with the MIT – Sloan School of Management. Estela speaks English and Spanish, shares her insights with the Human Capital Executive Research Board and mentors highly qualified new Canadians at ACCES’. Connect with her at estelavazquezperez.com
Content Featuring Estela Vazquez Perez
Learn how RBC's uses employment branding to engage current employees and attract top talent from around the world.
Employment brand strategy is predominantly understood as a way to attract and hire top talent. At RBC however, the employment brand team is equally focused on the experiences of current employees as it is on supporting talent acquisition goals. ...Read more
In this keynote video, hear from Estela Vazquez Perez , Director of Employment Brand at the Royal Bank of Canada (RBC), as she discusses how RBC has achieved its current brand power. With more than 79,000 people in 46 countries, Brand Finance ...Read more