Professional Development

Price includes refreshments, lunch and course materials.

Level: Advanced

Key issues:

In today’s commoditising markets, differentiation is being driven by organisations who deliver superior experiences. They understand the value in engaging their people in what the brand stands for and the role they play in delighting customers.

The purpose of this course:

Developing the employer brand is a marketing and HR challenge. Appreciating the theory and understanding how to make a practical difference in attracting and keeping the target employees in a competitive market place is becoming an increasing important aspect of branding.

Who this course is for:

This course is not solely for practitioners or managers working in marketing. Any manager, particularly HR managers should attend because building the employer brand is a company wide initiative that needs the focus of everyone.

Benefits for your organisation:

Customer loyalty is highly profitable and related to stakeholder value. Customer loyalty can only be derived through developing the internal aspect of branding to deliver and match the external brand.

Attracting and keeping the right employees is still vital in delivering the external brand. This course will give delegates the understanding and practical tools to help their organisations’ deliver this in their area of responsibility or as a wider project.

Benefits for you as an individual:

You will leave this programme with a defined approach to internal branding and a practical outline plan to help deliver the required brand in the market.

You will learn how to:

• Understand the concept of employer branding, and its relation to the customer brand
• Engage behaviours – get the brand understood and delivered in your organisation
• Align processes – from customer communications to how you attract and recruit your target employees

Course content:

• Why is the employer brand important
• The components of the employer brand, and how this relates to the customer brand
• Recognising the needs of employees and employers
• Is there an alignment of the two brands?
• Researching the employer brand How is your employer brand currently perceived, and does this need to change/develop?
• Consider in detail some aspects of employer branding e.g. organisational values & behaviours, reputation of organisation, perception of the value of work, challenge & interest
• Appreciate the role of the staff in building the brand
• Consider the desired position of the internal and external brand
• Consider the re-positioning of the employer brand
• What aspects need to change, what information is needed to find this out?

To take away from the course:

An outline plan for developing your employer brand and a textbook on branding.

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework