“It’s not how I expected” – is that what your new recruits say?
When you recruit, you tell them how great working for you will be. Are they disappointed when they arrive? Surprised? Or even shocked? Does that difference lead to poor engagement, low levels of customer service, higher absence, and rapid staff turnover?
If so, you need to take action to improve your employer brand (the perception existing and potential staff have of you as an employer).
Understanding and managing your employer brand is a key tool you can use to rapidly and sustainably improve HR, recruitment and many other operations within your organisation.
Find out why your employer brand matters and how you can improve it, at this expert lead training workshop.
Through leveraging these opportunities, HR can substantially increase its credibility and contribution, and the impact it has on the organisations it works within.
Who's it for?
HR or recruitment professional
Business owner or entrepreneur
Director, senior executive
Marketing professional concerned with in employee performance
Trainer, Paul Hitchens, introduces this course.
Six key things you will learn on this course:
What is your employer brand and why should you care?
How a successful employer brand can make recruitment, retention and engagement easier
Why a defined set of values underpins the employer brand and why this should matter to you
How to communicate your employer brand through your workforce
How your employer brand manifests itself through your organisation's culture – and how this impacts on staff retention and employee engagement
'Get the team on board' how to involve employees in building and sustaining your employer brand
Coffee and registration
Session 1: Fundamentals
What is the Employer Brand?
What are the benefits of a strong Employer Brand?
Why is Employer Branding important to HR?
What is employee engagement?
Session 2: Strategy
Overview of key brand criteria: - Purpose, Vision, Values, Mission Statement, Proposition, Positioning, Personality and Audience
Evaluate your existing Employer Brand
Focus on Values
Employer Brand Propositiona
Lunch and Discussion
Session 3: Implementation
Communicating the Employer Brand
Brand delivery through employees
Building an Employer Brand Culture
Brand Champion and Brand Ambassadors
Session 4: Sustainability
On Brand – Off Brand
Learning and development
Reward and Recognition
Conclusions and Action Planning
Trainer: Paul Hitchens
Paul Hitchens is a highly experienced marketing and brand consultantand the co-author of Create the Perfect Brand (2010) and Successful Brand Management (2014), ‘teach yourself’ guidebooks to branding. He has extensive experience in branding, including manufacturing and service brands, and has created and implemented brand strategies for new business ventures, start-ups and established organisations. After a successful agency career that included an award-winning recruitment campaign at the PA Consulting Group and Automotive Branding at Wolf-Olins, he became a founding partner of the brand consultancy Verve Interactive Ltd.
Paul is a member and course director with the Chartered Institute of Marketing (CIM) and has lectured at the Henley Business School, presenting the brand module for the MSc in strategic marketing leadership. He has contributed articles on branding to business journals including Management Today and Start Your Business magazine and has been interviewed on both television and radio regarding corporate branding.
As well as consulting, Paul currently delivers Symposium training workshops on employer branding and brand experiencefor HR professionals.
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