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 programmesEmployer Branding Strategies
  • 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 brandEmployer Branding Strategies
  • 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


  • 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

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NOTE: PRISM Profiling tool

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County Hall London

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.