Employer Branding Strategy in 2020
Duration: 2-days
What is it?
Employer Branding (EB) is the term used to describe the processes of developing your organisation into the type of environment that people want to work for, are fully motivated by (once you employ them), and most importantly they want to stay!
You spend a lot of time, money and energy marketing and developing your Business Brand (BB) to attract new, and keep existing customers, and your Employer Branding is doing similar activities to attract candidates and retain your talented employees. This is critically important in a market where the best potential employees seek out organisations that have a strong EB and avoid those that don’t.
Minchington describes employer brand as “the image of your organization as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).
Having a great Business Brand without a great Employer Brand can be self-defeating.
Delegates will come away with a full understanding of what a Employer Branding Strategy is, and what it is not, how to develop one and fully mobilise it.
Who is the programme for?
Senior managers, HR professionals, Business owners and anybody who is responsible for staff attraction, development, talent management and retention.
Key takeaways:
Delegates will come away with a full understanding of and developing:
- What Employer Branding is (and what it is not)
- The financial benefits it brings to organisations (real time evidence)
- Case studies of successfully run EB programmes
- An Employer Value Proposition (EVP) for their organisation
- Key tools on how to include EB into their marketing mix
- Ensuring a great candidate experience (from first contact to acceptance or not)
- Onboarding and engagement (the initial cycle of motivation)
- Staff retention and managing your real talent
Employer Branding Strategy Day 1 Content:
- Introductions and objectives
- What is Employer Branding?
- Why it has become so important
- Its importance as part of your CSR commitments
- Examples of the benefits (financial and motivational)
- Why you don’t need to be Google, Facebook or Microsoft
- Non-financial employer branding tactics
- Designing an EVP Employee Value Proposition (the 7 steps)
- Building your reputation (the emotional connection)
- Developing your EB marketing mix
Employer Branding Strategy Day 2 Content:
- Possible channels of marketing
- Confidence anchors
- The employee as an ambassador for your employer brand
- Employee testimonials
- Candidate management
- The 7 stages from attraction to retention
- Mistakes to avoid during the 7 stages
- What attracts candidates and what scares them off?
- Using PRISM in the selection process
- Benchmarking for a role (behaviour based)
- Employee retention initiatives
- The power of feedback
- Managing and identifying your real talent
Handouts:
- Employer Branding a step-by-step guide
- The 9-box talent grid
- Maslow’s hierarchy theory and employee engagement
- The evidence for employee engagement
- The argument for employee engagement
- How to recognise real talent
Free 45 minute follow up coaching session for all participants
Free 45 minute follow up coaching session for all participants Built into our strategic planning workshops is a 45-minute coaching session that is designed a facility for you to consider applying your newfound knowledge. Working in a confidential and safe environment with one of our trained professional coaches and apply it back to your workplace. The extension of the one, two and five-day programmes. Your leaning comes alive by applying the techniques in the workshops to your specific business requirements.
We utilise the PRISM Brainmapping tool when designing, implementing and maintaining your BSC 
(strategic plan). The tool has been developed using the fast paced advances in Neuroscience and has been designed to measure behaviours of individuals and teams in the
workplace in 22 different areas, allowing us to assess the probability of a person (or teams) delivering high performance in any given role.
By understanding your own and other colleagues preferred behaviours, and how individuals’ function under pressure, as well as identifying other areas of strengths and development, it simplifies the process of selecting individuals and teams for specific roles, initiative’s or projects around your strategy.
We can deliver this programme in-house, a one- or two-day course depending on the size of the
Your Trainer – Philip Peters: Philips expertise has been gained from working at various management levels through to main board director. A key element of his approach is working in partnership with managers, leaders, and organisations to create a clear line of sight down, up and across organisations, installing (where applicable) measurable and achievable KPIs, therefore ensuring all employees are linked to its overall strategic goals, objectives and culture.
Over the years Philip has gained an in-depth understanding of an extensive and diverse range of market sectors from SMEs through to major corporations in both the private and public arenas, across different cultures and economic environments, including the past 9 years working in partnership with organisations from the Former Soviet Union, in Russia, Ukraine,
Azerbaijan, Belarus, Kazakhstan and Georgia.
Time:09.30 – 17.00
Price:£470 (Early bird £375)
Location – Our County Hall London venue is as stunning on the inside as it is on the outside. Situated on London’s Southbank it is in a great location with breathtaking views over The Houses of Parliament, Big Ben and the London Eye.
