Action Global Communications has partnered with UK-based employer brand consultancy Dawson Walker to expand its employer branding and employee engagement services across Central and Eastern Europe, the Middle East, Central Asia and the Commonwealth of Independent States (CIS).
The partnership will combine Dawson Walker’s expertise in employer brand and Employee Value Proposition (EVP) development with Action’s local market knowledge, cultural understanding and integrated communications capabilities.
The agencies said the partnership comes as businesses face changing employee expectations, talent pressures, organisational transformation and increasingly complex workplace cultures.
Employer branding has increasingly expanded beyond recruitment, with organisations focusing on how employees experience their workplace and how that experience affects reputation, engagement, retention and organisational change.
Under the partnership, the two companies will work with organisations on areas including EVP development, employer brand strategy, employee engagement, internal communications and activation.
Action, which was founded in 1971, brings more than five decades of experience in local markets, while Dawson Walker has more than 30 years of experience in employer branding, EVP development and employee engagement.
Kathy Christodoulou, director at Action Global Communications, said: “We’re seeing a significant shift in how businesses think about employer brand. It’s no longer viewed just as a recruitment activity. Increasingly, leaders recognise its role in shaping culture, supporting transformation, strengthening engagement and building trust.
“The most successful employer brands are not only communicated, but also experienced. When people believe in a company’s purpose and understand the role they play in its success, they become advocates for the company and invested in its future.
“By partnering with Dawson Walker, we are strengthening the specialist employer brand expertise available to our clients while building on the deep local market knowledge, cultural understanding, and stakeholder insight Action is known for. Together, these complementary strengths enable us to create employer brands that truly resonate and deliver meaningful results.”
Adam Winterton, client services director at Dawson Walker, said: “A strong employer brand is built on truth and trust. It’s about helping employers clearly articulate what makes them distinctive and ensuring that the workplace experience aligns with the promises being made.
“At its best, employer branding creates a shared sense of purpose. It helps people understand what their employer stands for, how they contribute to its success and why their work matters. When that happens, the impact can be felt throughout the business.
“Strong employer brands create clarity, alignment and confidence. Those qualities help organisations navigate change, improve engagement, retain talent and build stronger workplace cultures capable of driving performance and growth.
“What makes this partnership particularly exciting is the combination of complementary strengths. Action brings exceptional local communications expertise and deep market knowledge, while we bring specialist employer brand and EVP expertise. Together, we are able to offer clients a powerful blend of strategic insight, specialist expertise and market execution.”
The partnership will serve organisations across sectors and markets, with a focus on employee engagement, EVP development, employer reputation and employer brand strategy.
Action said the collaboration forms part of its broader effort to expand its communications and consultancy capabilities in response to changing client requirements.
