Building the Employer Brand

Overview

A powerful employer brand is a critical factor in attracting the highest calibre people to your organisation. Delivering on the 'employer brand promise' will help you in retaining the best, and ensuring that all of your employees are more motivated and engaged in achieving the company's vision and objectives.

Benefits to you and your organisation

You will come away with a clear understanding of the role that the employer brand plays in a successful organisation. You will be armed to differentiate your organisation as an employer, and to communicate this message in a compelling way, both inside and outside of your company.  You will also gain insight on how this has a wider, positive impact on customer perceptions and therefore on organisational success.

Your organisation will ultimately benefit from attracting and retaining high calibre staff. Implemented well and consistently over time, an effective 'employer brand plan' will help reduce recruitment costs, staff churn and improve overall staff motivation to deliver on your organisation's vision and objectives.

Who this course is for

This course is not solely for practitioners or managers working in marketing. Any manager – and specifically those working in HR and communications – would get value from attending.

What you will learn

• Understand why the employer brand is important.
• Appreciate the components of the employer brand, and how this relates to the customer brand.
• Consider the extent to which there is an alignment of your two brands.
• How to carry out research on your employer brand.
• How your employer brand is currently perceived, and how it needs to change/develop.
• How to build an employer brand proposition.
• How to build the tactical detail of the employer brand eg. organisational values and behaviours, reputation of organisation etc.
• How to communicate with potential employees through brand communications.
• How to develop communications throughout the stages of employment.
• How to measure the success of the employer brand.

Course content

• Why the employer brand is important.
• The components of the employer brand, and how this relates to the customer brand.
• How your employer brand is currently perceived, and does this need to change/develop?
• Aspects of employer branding, eg. organisational values and behaviours, reputation of organisation, perception of the value of work.
• Appreciate the role of the staff in building the brand.
• Consider the desired position of the internal and external brand, and what needs to change.
• Brand communications for the employer brand.
• Measurement of the employer brand.

Learning approach

The course will get delegates thinking about the stages in the development of the employer brand as it progresses. There will be examples of how other companies have managed different stages in the process, and delegates will apply these ideas to their own organisation.