Flori El Masri

Employer Branding Strategy Consultant at Catalyst Solutions
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Contact Information
us****@****om
(386) 825-5501
Location
Bucharest, Romania, RO
Languages
  • English Professional working proficiency

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Ioana Florea-Coff

Flori is the best at building employer branding strategies. We’ve worked together on several projects and Flori is one of the best people to have as a partner. I truly appreciate her immaculate work ethic, creativity and strategic thinking and I highly recommend her talent attraction and employee retention expertise, as she is very dedicated and passionate about. Her ability to connect, understand people needs and thinking outside the box helped us during hard times and we were able to innovate. She knows how to help her pairs and get the best out of them. I’m sure she will be a great asset to any team she joins.

Carmen Călin

While working together in Mega Image, Flori proved to be a great team-player and a professional employer branding specialist, bringing from the beginning fresh energy and creative ideas. Together we designed and delivered great internal and external projects and initiatives. She was always focus on the results and good solutions, always courageous in taking new challenging projects. Flori has a big potential, a very professional attitude in everything she does and she is very passionate about her professional activity.

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Credentials

  • Employer Brand Strategist
    Ph.Creative
    Aug, 2021
    - Nov, 2024
  • Out of the box Recruitment Ads Creator
    My HR Lab
    Aug, 2019
    - Nov, 2024
  • Managerial Communication & Human Resources Specialist
    Scoala Nationala de Studii Politice si Administrative (SNSPA)
    Jul, 2019
    - Nov, 2024
  • Communication and Public Relations Specialist
    Scoala Nationala de Studii Politice si Administrative (SNSPA)
    Jul, 2017
    - Nov, 2024
  • Recruitment and Selection Specialist
    ABSOLUTE SCHOOL
    Jun, 2017
    - Nov, 2024

Experience

    • Romania
    • Human Resources Services
    • 1 - 100 Employee
    • Employer Branding Strategy Consultant
      • May 2021 - Present

      Act as a PM in the process of providing employer branding services to employers from various industries (Big4, Banking, BPO, IT, FMCG): ⇨ Manage end-to-end processes aimed at building the employer branding strategy: − audit of the employer's brand − measure candidates' perception above the employer's brand (𝘲𝘶𝘢𝘯𝘵 𝘢𝘯𝘥 𝘲𝘶𝘢𝘭 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩) − define candidate persona − outline employee experience (𝘲𝘶𝘢𝘯𝘵 𝘢𝘯𝘥 𝘲𝘶𝘢𝘭 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩) − define the EVP and external communication directions − build the creative assets ⇨ Design customized workshops in order to define the external communication strategy in line with the EB strategy; ⇨ Create different materials (content & visual) to promote the pillars of the EB strategy. Show less

    • Romania
    • Retail
    • 700 & Above Employee
    • Talent Attraction Specialist
      • Apr 2020 - May 2021

      ⇨ Build recruitment marketing strategy based on the company needs, challenges and HR strategic pillars in order to drive attractiveness and bring differentiation as employer;⇨ Design smart sourcing directions in order to find and connect with the right candidates;⇨ Design a new approach in terms of candidate journey in order to ensure a great candidate experience through all steps of the recruitment and selection process;⇨ Support external brand communication on recruitment platforms and career section;⇨ Automate candidates feedback collection by using an RPA software;⇨ Design and adapt the HQ onboarding process to the new way of working; ⇨ Design and implement a new welcome pack for the new colleagues;⇨ Design and create recruitment & talent acquisition learning materials, dedicated to Recruiters and Hiring Managers;⇨ Collaborate with internal/ external stakeholders/ agencies to maximize return on investment in terms of recruitment & employer branding events (job fairs, career events, workshops);⇨ Create and maintain strategic partnerships with universities and NGOs to generate continuous awareness of our employer brand.𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝘁𝗼𝗼𝗹𝘀: #PowerPoint #Canva #CareerPage #E-learningPlatform #ProjectManagement𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗲 𝘄𝗶𝘁𝗵 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗱𝗲𝗽𝗮𝗿𝘁𝗺𝗲𝗻𝘁 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻: HR, Internal Communication, Marketing, Operational, IT ISO & NFR, Legal-GDPR, RPA, Comercial, Business Strategy. Show less

    • Employer Branding Specialist
      • Jun 2019 - Mar 2020

      ⇨ Develop a comprehensive employer branding strategy (internal & external) to drive differentiation and awareness of the company;⇨ Design a strong talent attraction strategy that increases the employer brand visibility and assures a great experience for our candidates; ⇨ Design events and initiatives to boost our brand as an employer on the market;⇨ Collaborate with internal/ external stakeholders/ agencies to maximize return on investment in terms of recruitment campaigns and events;⇨ Create and maintain strategic partnerships with universities and students associations to increase awareness for the employer brand;⇨ Collect feedback from candidates, current and ex-employees in order to improve their experience within Mega Image; ⇨ Be data-driven. Measure the investment and the impact of all our Employer Branding actions. Show less

    • Romania
    • Hospitality
    • 100 - 200 Employee
    • Human Resources Coordinator
      • Jul 2017 - Jun 2019

      ⇨ Create and implement the external communication strategy in order to bring attractiveness and visibility as employer brand;⇨ Design and implement the full life cycle recruitment process;⇨ Develop and deliver onboarding training for the new employees;⇨ Handle different internal communication events and activities in order to increase employee engagement and brand visibility (sports competitions, reward and recognition initiatives, Christmas parties, open days, etc.).𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝘁𝗼𝗼𝗹𝘀: #ApplicantTrackingSystem #CareerPage #PowerPoint Show less

    • Human Resources Specialist
      • Oct 2016 - Jun 2017

      ⇨ Manage full-cycle recruitment & selection processes in line with the established objectives;⇨ Apply psychometric assessment tools (Profile XT);⇨ Develop and deliver Onboarding training for new employees;⇨ Handle the recruitment and selection budget for all branches.

    • Banking
    • 700 & Above Employee
    • Banking Officer
      • Oct 2015 - Mar 2016

Education

  • Scoala Nationala de Studii Politice si Administrative (SNSPA)
    Master's degree: Managerial Communication and Human Resources
    2017 - 2019
  • Scoala Nationala de Studii Politice si Administrative (SNSPA)
    Bachelor's degree: Communication and Public Relations
    2014 - 2017

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