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An HR Trilogy: Effectively Harness Employer Brand, Employee Engagement and Internal Communications

Recent research has clearly demonstrated that leading global enterprises are solidly focused on the design, communication, and delivery of a talent strategy that drives ever higher levels of performance by ensuring continuous self-renewal. The targeted result is a magnet culture that can attract, select, and retain only the best talent from a highly competitive market that suffers from an ever increasing supply gap. Demographic trends are driving this emerging acute talent shortage making employer brand management a critical business driver with the specific goal of the position of employer of choice. In this landscape recruits become customers with employers in the role of ‘listener’ to ensure they offer what matters most to top talent. This is not only the key to attraction but the determining factor in retention where premium employees must be secured with a proactive engagement strategy clearly targeted and effectively communicated as part of a world-class internal strategy with associated external impact. Valid and reliable research identifies various effective practices that support companies in on-boarding, growing, and retaining critical talent but all indications are that competitive advantage comes not primarily from the design and implementation of benchmarked best practices. It comes from a set of aligned ‘strands’ integrated into an HR strategy. Employee Engagement, Brand Management, and Internal Communications are all integral to talent management principles, practices and processes.

Turning 'Theory' into 'Practice'?

This intensive 2 day workshop explores each of these in sequence after opening on Day One with an exploration of these 3 concepts within the context of the 2 most recognised HR models. The objective is to stress the baseline criticality of an integrated strategy while opening choices for participants to consider within their respective business contexts. By mapping HR thinking from Storey to Ulrich and beyond – with case study examples - participants are further offered an evidenced developmental perspective to support critical strategy choices all organisations must take. The trilogy approach ensures an action focus on HR's strategic role – aligned to the business drivers - in the identification, development, communication and sustainability of the performance capabilities essential to deliver value to an enterprise’s customers, shareholders, employees and communities (stakeholders).

Who should attend?

This course is designed for: • HR Strategists and Senior Professionals • HR Business Partners • Talent Management Leads • HR People Development and Assessment Specialists • Key BU and Middle Leaders • Business Strategists

Key areas to be covered in the programme and documentation

Employee Engagement
• Exploration of the concepts
• HR Models – historical perspective
• The facts explored with examples
• Employee Engagement and its associated psychological states, traits, and behaviours
• EE and segmented employees
• Beyond motivation
• Why organisations are interested in EE
• How successful organizations proactively encourage and leverage its attributes
• How EE is measured
• Why middle managers are critical in this context
• Sample cases in point

Employer Brand Management
• How EE supports Employer Brand Management
• The 5Bs
• The changing role of demographics
• Why brand is critical?
• Why and how employer brand attraction has to be managed
• The current facts
• The role of middle managers
• How HR can add value
Sample success stories

Internal Communications
• What is strategic internal communication?
• Key concepts – from channeling to tone management
• Communication vehicles, tools and techniques
• Getting it right – an interactive conversation
• Achieving alignment with organisation’s values
• Measurement - what and how
• Dealing with expectations, data and feedback
• It’s a 2 way process!
• What about social media?
• The difference between information and communication
• The wider context – community relations
• Lessons for implementation

Benefits to you

• Building a world-class brand strategy anchored in a talent management system with optimal internal communications that supports sustainable employee engagement for optimum business performance
• Managing the efficient and effective internal alignment of various elements of a talent management system
• Learning how to proactively encourage and leverage your employees
• Getting useful tools for managing your employer brand attraction
• Being able to integrate these strands into the centralised HR global strategy that in turn will clearly and measurably support the articulated business strategy while allowing for ‘local adjustments’
• Learning how the core value system transparently meets today’s ‘highly selective’ top global talent preferences such as on-going professional development

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

Please contact our office at +420 255 707 240 for any additional information about the course

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.

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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

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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