Farrah currently leads EY’s EMEIA Financial Services Employer Brand team, overseeing their talent attraction strategy across 18 countries.

Born in Canada but raised in the Philippines, Farrah obtained her bachelor’s degree in Sweden before moving to London in 2012 to pursue a career in marketing. In her current role, Farrah is responsible for attracting a broad range of talent into EY’s financial services business which comprises 15,000 people across 18 countries. Through storytelling, social networking and creative campaigns, she champions new ways to engage with recruitment audiences and raise awareness of the brand.

Raised by immigrant parents, Farrah has always been passionate about multicultural diversity and it was her global mindset that drew her to EY. More recently, she’s been helping to address the skills shortage in financial services through changing industry perceptions and attracting a broader, more diverse range of applicants from different social and academic backgrounds. This included launching the region’s first pan-EMEIA campaign to attract early female talent and those from non-traditional backgrounds into financial services, resulting in a 15% increase in applications, as well as a 30% increase in traffic to EY’s career portal and over 80,000 views of the campaign online. The project has also been shortlisted for external graduate recruitment awards in the UK.

Farrah has been actively involved in diversity and inclusion initiatives across the firm which has included leading on communications for EY’s disability and mental health network as well as participating in mentoring opportunities and facilitating marketing workshops for charity.

Farrah is a keen public speaker, regularly hosting internal events and speaking at external conferences to share best practice in the field of recruitment marketing, including the upcoming World Employer Branding Day, HR CoreLab and IHR Employer Branding Conference.

Prior to EY, Farrah worked in brand reputation for an energy company where she ran an educational programme for young people, facilitating educational experiences and workshops in schools across the country.