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Developing an Effective Employer Brand Strategy

Brand management is no longer the sole preserve of the marketing function. It has also become a vital skill-set for Human Resources. Developing a strong employer brand will significantly enhance your organisation’s ability to attract, engage and retain the kind of talent it needs to succeed. Learning the core concepts and techniques of brand management will also help you to strengthen the relationship between HR and your customer facing business partners in line management and marketing.

Turning 'Theory' into 'Practice'?

In addition to providing you with a good grounding in the theories that underpin the discipline of brand management, this course will also provide numerous case study examples of employer brand management in practice. You will also be given the opportunity to work through many of the challenges faced by your own organisation in developing and implementing an effective employer brand strategy.

Who should attend?

Human Resource Directors and specialists in Talent Management, Resourcing, Organisational Development, Employee Engagement and Communication. This programme would be equally relevant to corporate brand/marketing specialists with accountability for employer brand reputation

Key areas to be covered in the programme and documentation

The fundamentals of brand management
Master the key concepts underpinning the practice of branding and brand management
Understand the relationship between product, service, corporate and employer brands
Explore the brand challenges and opportunities presented by today’s highly competitive labour market
Develop an employer brand roadmap

Employer brand insight
Identifying the potential business value of your employer brand strategy (winning the support of your SMT)
Conducting a talent and engagement audit
Defining your external target market
Exploring the competitive context
Determining the current ‘health’ of your employer brand
Identifying engagement and retention drivers
Clarifying the distinctive values and behaviours that define your current corporate culture

Developing your employer brand proposition
Identifying your optimum market positioning
Finding the right positioning within the corporate brand hierarchy (the role of parent brands in multi-brand environments)
Defining what makes you special (your employer brand attributes)
Clarifying what you want to be famous for (your headline proposition)
Determining your most powerful ‘reasons to believe’
Balancing credibility with stretch aspirations
Developing value propositions for specific target groups

Developing an employer brand (action) plan
Exploring the critical employer brand ‘touch-points’ and ‘moments of truth’
Identifying the appropriate ‘brand of leadership’
Putting the employer brand into the context of the HR strategic plan
Identifying key stakeholders and audiences
Determining your key performance indicators
Developing a one, three and five year brand plan
Winning approval and active commitment from the SMT

Employer brand communication
Engaging the wider management team
Effective employee communication and consultation
Launching the employer brand to all employees (the pros and cons of an organisation-wide roll-out)
Applying the employer brand to your intranet and career site
Developing employer brand led recruitment and PR campaigns

Employer brand management
Embedding the employer brand in business as usual process and practice
Developing an employer brand toolkit
Establishing a balanced brand vitality scorecard
Maintaining momentum through ‘episodic’ internal communication
Creating an employer brand framework (roles, responsibilities and reporting lines)

Benefits to you

Mastering a cutting edge discipline that’s reshaping the contours of modern HR management
Gaining insight into the employer brand practices of many of Europe’s most admired companies
Taking away all the practical tools you need to create your own employer brand strategy
Making a greater impact on your organisation’s commercial agenda through a more in depth understanding of how HR can help to improve corporate reputation and customer brand performance.

Companies already benefiting include:

Duration of Course

2 days Day Course

Course details

16-17 June 2009, London, PT1695-JUN09

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

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"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac