Javier Luján, Senior Global Employer Brand Partner at Pegasystems

Let’s be real: employer branding can sometimes feel like a bunch of buzzwords on a careers page — “innovative culture,” “people-first,” “best place to work.”

But the truth is, the brands that actually stand out are built on real people and real stories.

That’s where Javier Luján comes in.

Javier Luján, Senior Global Employer Brand Partner at Pega, is helping shape how a global tech company known for its AI-powered automation and customer engagement software connects with talent around the world. His employer branding journey started with a single conversation and a quick Google search (“what is employer brand?”). From there, it turned into a career dedicated to helping companies tell authentic stories that truly resonate.

In this profile, Javier shares his insights on the biggest challenges in employer branding, why employee-generated content is the heartbeat of every great brand, and how AI will become a powerful tool for connection and creativity.

If you want to understand what authentic employer branding really looks like in action, Javier’s story is a great place to start…

How did you first get started in Employer Branding?

I was early into leading Talent Acquisition at a credit union when my CHRO called me to her office and said, “I want you to build our employer brand”.

I ran to my office and literally googled “what is employer brand?”

From that moment, I was hooked.

I realized the sweet spot where brand, people, culture, and business impact all come together—and I knew that’s exactly where I wanted to be.

What do you think is the biggest challenge facing Employer Brand teams right now?

It has been and still is cutting through the noise. Everyone’s talking about “great culture” and “innovation,” but the real challenge is proving it with receipts, not slogans.

In a Gen AI world where anyone can spin up copy or a caption in seconds, the real differentiator is your approach to people stories.

Candidates and employees can spot a generic ChatGPT post a mile away—what stands out is when your genuine voice and unique brand shine through.

AI can help us scale, but it’s human stories and genuine proof points that cut through and build real trust and brand affinity.

Javier’s thoughts on the future of employer branding

How do you measure success in Employer Brand at your organization?

I like to look at it through the funnel: awareness, engagement, conversion, and advocacy.

Vanity metrics are fine, but the real impact shows up in things like campaign reach, candidate quality, employee engagement, and retention—metrics that tie directly to the business.

And honestly, the biggest win is when our people take the mic and become storytellers for us.

What role do you see employee-generated content playing in Employer Brand efforts?

EGC is the heartbeat of employer brand.

People want to see and hear from employees, not just the brand.

AI can help scale, but trust comes from humans.

Candidates crave those unpolished, real glimpses into the life at a company, and that kind of content is priceless.

What have been your favorite campaigns, projects or initiatives you’ve worked on 2025?

My heart is still gushing over our 2024 Find Your People campaign—those stories of connection still give me all the feels:

This year, our focus has been on mapping out intentional employee engagement plans.

I’m excited to bring that work to life through our employer brand soon—so stay tuned.

If you had unlimited time and budget, what would be your Employer Brand “dream project”?

An AI-powered Employee Impact Index. A living, interactive showcase of how our people shape business, culture, and communities worldwide.

Think digital museum meets real-time dashboard filled with employee stories, impact metrics, and cultural moments all captured and visualized globally.

It would prove, not just tell, the value of our people – making our brand unforgettable.

What advice would you give to someone who’s just entering the Employer Brand field?

Learn the business. You don’t have to be the expert, but you do need to understand how the company runs and the impact it makes if you want to tell the story well.

Spend time with people—leaders, employees, even candidates if possible. Your credibility comes from knowing how talent connects to the bigger picture.

Pair data with creativity, and always remember people trust people more than they trust campaigns.

How do you think Employer Branding will evolve in 2026?

In 2026, employer branding will evolve from being campaign-driven to connection-driven.

Campaigns will still play a role, but the focus will shift to showcasing real, tangible, genuine moments that matter—when employees connect, innovate, and make an impact.

We’ll continue to lean on AI to help scale and amplify those stories, but the true power will come from people empowered as brand ambassadors, bringing authenticity that no machine can replicate.

Javier’s story reminds us that employer branding isn’t about slogans or shiny campaigns—it’s about people.

From showcasing real employee stories to dreaming up big, AI-powered ways to measure impact, he’s proof that the human touch still matters most.

This is just one stop in our Employer Brand Profile series, and Javier sets the tone: authentic, people-focused, and smart about how to make a real impact.

Stick around—there’s plenty more stories and insights coming from the people shaping the future of employer branding.