In competitive talent markets, culture is no longer an internal story. It is a strategic differentiator. For organisations operating across regions and regulatory environments, the real challenge is not defining values, but embedding them in leadership behaviour, employer branding, and talent strategy. In this keynote, Vaxxinova’s leadership will share how the organisation intentionally positions itself as a human-centred employer in a science-driven, globally distributed environment. Rather than competing solely on compensation or role scope, Vaxxinova focuses on cultural clarity, purpose alignment, and leadership consistency as key levers for attraction and retention. The session will explore: Cultural Differentiation: How Vaxxinova defines and communicates a distinct employer identity that resonates with purpose-driven talent. Global vs Local Mindsets: How regional Managing Directors are encouraged to think beyond local optimisation and align with a cohesive global culture. Proactive Talent Acquisition: How “scout interviews” and early relationship-building help identify culture-aligned talent before roles formally exist. This keynote offers a practical look at how culture becomes a deliberate growth strategy, strengthening employer brand, leadership alignment, and long-term workforce sustainability in an increasingly competitive landscape.