With nearly 20 years of experience in crafting and activating employer brands and researching labor market expectations in the Baltics and Finland, Kersti is a strategic employer branding expert, thought leader, and a dedicated developer of the field since 2007.
She is the founder and CEO of Instar, the leading employer branding agency in the Baltics — an agency that brings together research, communications, recruitment, and strategic consulting teams. Kersti has helped shape strong and differentiated employer brands across the Nordics, the Baltics, and beyond, working with international companies and public sector organizations such as Nordea, Fujitsu, Kühne+Nagel, Coca-Cola HBC, Lidl, Scope Group, ministries, healthcare institutions, and others.
Since 2010, she has led one of the most comprehensive annual studies in the Baltics on people’s work expectations, providing valuable insights that have influenced both organizational strategies and wider labor market discussions.
As an active contributor and developer of the employer branding field, Kersti has initiated several key industry events, including Attractive Employer Day and the Employer Marketing Awards Magnet, helping to advance professional standards and knowledge sharing in the region.
Kersti is a highly regarded lecturer at universities across the Baltics and Finland, known for shaping the next generation of employer branding and HR professionals. As a representative of Instar, she is a founding member of the European Association of Employer Branding Agencies and actively contributes to the development of the field at a European level.
