In the employer branding course, you will learn to position a company authentically and attractively on the labor market. The course is designed to help you understand the complex aspects of employer branding and develop actionable strategies to strengthen the employer brand both internally and externally.
In the first lessons, you will learn the basics of employer branding – what it means, what goals it pursues, and how it integrates into a company's overall strategy. You will learn to understand the employer branding process, establish the required project structures, and master the requirements of an Employer Brand Manager. These requirements particularly include the ability to work interdisciplinarily and communicate effectively with various stakeholders.
A key aspect of the course is the analysis of the current internal and external company situation. You will conduct an as-is analysis and deal with the company culture and relevant target groups. The identification and authenticity of the employer brand are the focus here.
Subsequently, you will develop a positioning strategy and create an Employer Value Proposition that reflects the company values. These strategies are first validated internally to ensure they are supported by the workforce before being communicated externally. The internal anchoring of the employer positioning is another crucial step, as it also includes parts of organizational development.
For the external activation of the employer brand, you will delve into marketing basics. You will analyze target groups and develop channels for communicating the employee positioning. You will learn to design a creative and communication concept based on content creation and including strategies such as storytelling.
Performance measurement plays a central role in the continuing education. You will learn how to make the effects of your employer branding measures measurable and implement successful employer brand controlling.
Finally, you will gain insights into holistic employer brand management to ensure that the implemented strategy is sustainably maintained and continuously optimized. The course also offers interactive live sessions in which marketing experts provide exclusive insights and useful tips for practice.
The continuing education course prepares you to master the challenges of employer branding and gives you the tools to secure the attractiveness and authenticity of an employer in the long term. Participants should bring an interest in interdisciplinary collaboration and strategic thinking.
