Action Global Communications has entered into a strategic partnership with UK-based employer brand consultancy Dawson Walker to broaden its employer branding offering for clients across Central and Eastern Europe, the Middle East, Central Asia and the Commonwealth of Independent States (CIS).
The collaboration comes as organisations face growing pressure around workforce transformation, talent retention, changing employee expectations and evolving workplace cultures. It also forms part of Action Global’s ongoing efforts to expand its communications and consultancy capabilities in response to changing client requirements.
Under the partnership, Action Global Communications and Dawson Walker will support organisations in developing employee experiences that strengthen reputation, engagement and business performance. The offering will cover areas including Employee Value Proposition (EVP) development, employer brand strategy, employee engagement, internal communications and activation.
Kathy Christodoulou, Director, 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.
Christodoulou said, “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.”
The role of employer branding has expanded beyond its traditional focus on recruitment. Employee experiences can influence an organisation’s reputation, ability to manage transformation, employee retention, engagement and its wider business performance.
The partnership brings together Action Global Communications’ 55 years of local market knowledge, cultural insight and communications expertise with Dawson Walker’s 30 years of experience in employer branding, EVP development and employee engagement.
The two organisations will draw on their understanding of regional cultures and market dynamics to help clients develop employer brands that connect with employees, strengthen organisational reputation and support broader business priorities across diverse markets.
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.
Winterton added, “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 new offering will be available to organisations across multiple industries and markets, supporting them with employee engagement, EVP development, employer reputation and employer brand strategies designed to contribute to long-term business objectives.
The partnership also reinforces Action Global’s focus on developing its capabilities around evolving client requirements, combining its understanding of local markets and client ambitions with specialised services.
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