The "Recruiting and Employer Branding" course shows you how to build an employer brand from scratch. You will work on values, corporate culture, vision and goals of your future employer. Target group formulation and employer image analysis are part of the program, as is the performance and benefit promise. You develop a strategy for internal and external communication of the employer brand and learn about the Employer Value Proposition.
The second module covers the entire recruiting process, from workforce planning to onboarding. You practice needs assessment and budget planning and write job postings, requirement profiles and interview guides. Dealing with application portals and external recruitment agencies is also on the agenda. A separate topic block covers the use of AI for applicant preselection and for more efficient onboarding processes.
The third module focuses on recruiting methods and channels. You learn about mobile recruiting, active sourcing and social media recruiting via Xing, LinkedIn, Facebook, Instagram, YouTube and TikTok. One module shows you AI-supported targeting for social media and online job ads. At the end of this block, you learn to control recruiting measures using key figures and evaluate their cost-effectiveness.
In the fourth module, you produce your own content for your recruiting. You formulate job postings and interview guides along your employer brand and create concepts for image-boosting formats such as an image film. At the end of the course, there is an internal written exam.
The course lasts 20 days, each from 8:30 a.m. to 3:45 p.m., which is approx. 160 teaching hours. You choose between live online sessions with an instructor or in-person sessions at the Berlin location. New dates start regularly, so you can join flexibly.
The course is aimed at professionals and academics with initial experience in HR or marketing. At the end, you receive a certificate and an Open Badge that you can share digitally with your future employer. Trainers with their own business experience accompany you throughout the entire qualification. Participation is 100% eligible for funding via the Bildungsgutschein (education voucher) from the Federal Employment Agency or the Job Center.
