Tiffani Stevenson, Talent Marketing Manager at SPS Commerce
In this employer branding profile, we’re featuring Tiffani Stevenson, Talent Marketing Manager at SPS Commerce, the world’s leading retail network, connecting trading partners around the globe to optimize supply chain operations for all retail partners.
After years in HR and marketing sales, she discovered the perfect intersection of her skills and passions: helping people tell their stories while building meaningful connections between talent and company.
Now she’s shaping SPS Commerce’s employer brand from the ground up, leading projects that make a real impact. From “Day in the Life” videos for early-career talent to multilingual job announcements, she focuses on authentic, employee-driven storytelling.
This is the third feature in our Employer Branding Profile series, where we highlight the people bringing creativity, authenticity, and innovation to the field.
Read on for Tiffani’s insights and advice for anyone building an employer brand that truly connects…
How did you first get started in Employer Branding?
My path into employer branding has two parts. In 2016, I began on the vendor side, selling physician recruitment advertising—both digital and traditional—through the Journal of the American Medical Association (JAMA).
During that time, I was approached by an onsite workforce management company to lead and evolve their recruitment marketing team. We sat within the Center of Excellence, essentially serving as the internal agency for more than 200 client sites across North America.
It was the perfect transition, blending my passion for people with my experience in HR and sales. After 14 years in traditional HR roles and marketing sales, employer branding allowed me to connect those worlds through a human lens.
What do you think is the biggest challenge facing Employer Brand teams right now?
The greatest challenges I see are resources, bandwidth, and validation.
Employer brand teams are often tasked with doing more with less—balancing ambitious goals with lean budgets or small teams—while also working to prove the value of their efforts in measurable, business-driven ways.
How do you measure success in Employer Brand at your organization?
My role is still new to the company, so we’re in the process of defining success measures.
Ideally, I’d like to see impact in areas such as reduced turnover, increased engagement, shorter time-to-fill, and lower overall hiring-related costs.
What role do you see employee-generated content playing in Employer Brand efforts?
Employee-generated content is absolutely critical.
We’re entering an era where candidates want to see and hear authentic, lived experiences more than ever before.
Employees are the most trusted source of truth for prospective talent. Their stories, perspectives, and voices will continue to shape employer brand in the years ahead.
What have been your favorite campaigns, projects or initiatives you’ve worked on 2025?
One of the perks of being in a new role is that everything feels exciting.
I’m in full build mode, and I’m fortunate to partner with an amazing creative team that brings my visions to life.
Some of my favorite projects so far include:
• Multilingual new job announcements
• “Day in the Life” videos for early-career talent
• Repurposed landing pages to support recruiting events
• Taking trending reel formats and adapting them for a corporate audience
Each of these has been an opportunity to experiment and create in ways that resonate with candidates and employees alike.
An example of a multilingual job announcement from SPS in both English and Dutch.
An example of using a trending reel format in a post for SPS.
If you had unlimited time and budget, what would be your Employer Brand “dream project”?
I would love to partner with colleagues around the globe to capture more employee-generated content, authentically telling their stories on-site.
We have incredible people with diverse backgrounds and career journeys, and those stories are what bring our employer brand to life.
With unlimited resources, I’d focus on amplifying those voices worldwide.
What advice would you give to someone who’s just entering the Employer Brand field?
Determine your “why.” No two employer brand jobs are the same, so it’s important to know what matters most to you or what type of work you want to focus on.
The discipline is broad, and you can truly make it your own. No two days are ever the same.
I’d also say—network! Employer brand is a relatively small, tight-knit community, and people are always willing to share advice and knowledge.
Many of us are self-taught in parts of this work, and connecting with others can help accelerate your learning and find your footing.
How do you think Employer Branding will evolve in 2026?
I expect we’ll continue to see a strong push for authentic storytelling through user-generated content, paired with more hyper-focused candidate personas to reach the right audience.
At the same time, AI will continue to shake up our tech stacks—changing how we create, target, and measure and acquire candidates.
The key will be balancing innovation with authenticity, so the candidate experience remains human at its core.
For Tiffani, employer branding is about more than campaigns. It is about showing the real experiences of employees and making talent acquisition a strategic partner for the business.
Her favorite work blends creativity with purpose: experimenting with new formats, repurposing content to reach the right audiences, and finding measurable ways to prove impact.
Her advice to anyone stepping into the field is simple: know your “why,” embrace the variety of the work, and connect with the tight-knit employer brand community, because it is collaboration, curiosity, and authenticity that make the biggest difference.
We will keep sharing more profiles in this series, spotlighting the leaders, creators, and innovators who are shaping the future of employer branding, one story at a time. Stay tuned!
