Daria Mueller Velasquez

Daria Mueller Velasquez.

Employer Branding Leader @Zalando

BIO.

Fashion is a language of identity. Talent brands are too — and Daria has spent over a decade making them speak fluently. She has built employer brand functions from the ground up inside some of the world's best-known tech and consumer brands, and today leads Employer Branding at Zalando, where her expertise spans talent attraction, engagement and the everyday employee experience.

A fashion theorist by academic background and at heart, she works from a simple belief: an employer brand is never branded onto a company — it's built from what's already there, and worn by the people who experience it every day.

At EBcon, she shares how that belief turned a consumer campaign into a talent story that outlived its original media plan.

2027 KEYNOTE: "What Do I Wear" to Belong Here?

What if your employer brand campaign already exists - you just haven't recognised it yet?

Most companies build their employer brand campaigns in a separate universe from the rest of the business. At Zalando, we asked a different question: what if the employer story is already hiding inside the consumer one?

What do I wear? is never really about clothes. It's a quiet negotiation with yourself: who am I today, and how do I show up? Standing outside a new workplace, it gets bigger - who do I become if I walk through those doors? Do I want to work there? Can I be myself there? Could I belong there?

This session is the story of how we brought that idea to life at Zalando: from ideation to production, anchored in our culture, founding mindset and our benefits in action, and starring our own culture advocates. And when embedded in our people experience, it turned a campaign into momentum — one that has held through culture transformation, EVP development and everything still to come. Because when a campaign is built on who you already are, it doesn't need re-launching every time the strategy moves.

What you'll take away

How to find the employer story already hiding inside your consumer brand, and borrow its equity instead of starting from scratch.
How to stay frugal and still win leadership buy-in.
How to move a campaign into the people experience so it outlives its own media plan.
How to anchor an employer brand in culture when your EVP is still in the making, and why that anchor survives transformation.