On September 26, Carlsberg Azerbaijan took the initiative to host a meeting of the American Chamber of Commerce (AMCHAM) Azerbaijan FMCG Committee, dedicated to the theme: “Employer Branding in FMCG”. The session reinforced a powerful message — that great brands are not built by products alone, but by the people who stand behind them.

The event opened with remarks from Lala Afandi, Chair of the AMCHAM FMCG Committee and Corporate Affairs Director KBA. She highlighted the growing importance of cultivating a strong employer brand across the FMCG sector to attract and retain top talent.

Anton Panasenko, Marketing Director at Carlsberg Azerbaijan, shared insights from Carlsberg’s global journey, emphasizing that employer branding goes far beyond an HR initiative — it plays a critical role in shaping a company’s future and driving employee engagement.

Adding a local perspective, Tarana Huseynbayova, Recruitment and Onboarding Specialist from the People & Culture Department, spoke about how Carlsberg Group’s global values are brought to life in Azerbaijan. She outlined the company’s commitment to employee wellbeing, learning and development, and a supportive workplace culture.

The session concluded with a lively discussion among industry professionals, focusing on best practices, challenges, and innovative approaches to employer branding within the FMCG sector.