Ken Callebaut.
Creative Director / Manager @Fantastic
Partner @62MILES
BIO.
My career in employer branding began eight years ago, when Fantastic’s founder, Guy Wilssens, hired me after I told him, “I know nothing about employer branding, but I’m willing to try.” He replied that this was exactly what the field needed: a fresh perspective, an open mind, and some creative spirit. As a young advertising creative, that’s precisely what I brought to the table. Looking back, that moment became one of the defining points in Fantastic’s story, not because I was hired, but because of what Guy said.
Trust grew quickly. We made mistakes, learned fast, and kept moving. I soon had the opportunity to take on the agency’s creative lead and, later, to join its management. A few years after that, we became part of the 62Miles group, where our work gained traction and I eventually became a partner. Throughout that journey, one goal guided me: effectiveness through creativity.
Change communication also became an exciting new dimension of our work alongside employer branding. As we pushed our standards higher, we sharpened our vision and captured our belief in three powerful words: Ditch the Default.
It became our mission, and my personal one, to challenge the boring, repetitive patterns that hold back employer branding and change communication. People know me as someone who dares to call out what’s not working and who believes deeply that our industry can and should do better. I’ve committed myself to proving that employer branding is more than a collection of testimonials, and that change communication is far more than a poster in the company cafeteria.
Today, I can proudly say that our mindset, our approach, and our team are helping both local and international brands tackle their challenges in truly effective ways. We even have an Effie, and a bunch of other awards, to prove it. 😉
And it all traces back to something Guy Wilssens said the day he hired me:
“The best thing about you is that you know nothing about employer branding.”