Courses

Employer branding

We’re at peak employment, our population is aging, the birth rate is falling, and we have a weak graduating class coming out of schools. We’re at the top of the population curve, and your target market for attracting new talent is shrinking each year. Despite these conditions, you can still attract quality candidates. You just need to know how to reach them and deliver an interesting and competitive offer. How do you do that? That’s what you’ll learn in this course.

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What will you learn in this course?

  • The basics of employer branding
  • The relationship between recruitment marketing and employer branding
  • The importance of employer branding
  • The role of individual departments in employer branding
  • The 12 brand archetypes and how to use them in employer branding
  • Candidate persona identification
  • Employer branding analysis
  • Setting goals and KPIs
  • Defining and establishing EVP (Employer Value Proposition)
  • Employer brand identity
  • Communication strategy
  • Informing the company's management
  • Brand engagement and employee ambassador programs
  • How to measure employer brand development
  • Campaign planning and employer branding basics

In this course, we’ll go over the basic theoretical background on employer branding, what it involves and more. Then we’ll move on to determining your EVP, understanding what potential candidates evaluate in employer brands, and how to systematically build one. We’ll apply Carl Gustav Jung’s 12 archetypes from depth psychology to company brands and discuss how to tailor your employer branding activities according to these archetypes. Then we’ll talk more about ambassador programs, and also how to verify that all these new processes and activities are really having an impact on your employer brand.

 

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References

I have known Petra, a lecturer of courses on HR marketing, Employer branding and employee ambassador programs, for many years and I have watched her gradually gain new experience and knowledge in the use of marketing in recruitment. I’m so glad she has put together this revolutionary set of training courses. My Recruitment Process Outsourcing consultants go through them regularly and we are able to apply these methods in our own executive search work as well as with our clients.


Hana Pelikánová, CEO v PrimePool

I recommend Petra Vrbová’s Employer Branding course to everyone. Petra first goes through the theory and then connects it with practice. What I liked most were the real-world examples of employer branding and recruitment marketing.


Ondřej Moudrý, Co-founder and Senior IT/Tech Headhunter

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