In today's highly competitive talent market, a compelling employer brand and a well-defined Employee Value Proposition (EVP) are no longer optional—they are essential for attracting and retaining top talent. This training course is meticulously designed to equip HR professionals and leaders with the strategic frameworks and practical skills needed to build and promote an authentic and attractive employer brand. By mastering the art of crafting a powerful EVP, you can differentiate your organization from the competition, communicate your unique offerings, and create an emotional connection with both current and future employees. This program provides the essential blueprint for a new era of HR leaders prepared to champion their organization's identity in the talent marketplace.

This comprehensive curriculum offers a practical deep dive into the world of employer branding, from conducting internal research to designing a full-fledged marketing strategy. You will learn to use data to understand what truly motivates your employees, translate those insights into a powerful EVP, and leverage digital channels to tell your organization’s story. The course focuses on real-world case studies and hands-on exercises, helping you to build the skills necessary to influence leadership decisions and prove the ROI of your branding initiatives. By the end of this program, you will not only be proficient in employer branding best practices but also be prepared to champion your organization's unique value and secure a lasting competitive advantage.

Duration

5 days

Target Audience

• HR directors and managers
• Talent acquisition leaders and specialists
• Employer branding and marketing professionals
• HR business partners
• Communications and public relations professionals
• Organizational development specialists
• C-suite executives and senior leaders
• Employee engagement specialists
• Project managers
• Anyone responsible for managing or influencing an organization's public image

Objectives

• Understand the strategic importance of a strong employer brand and EVP.
• Master a framework for building and communicating an authentic employer brand.
• Develop a compelling and data-driven Employee Value Proposition.
• Use market research and internal data to inform branding decisions.
• Create a multi-channel marketing plan for employer branding.
• Align the employer brand with the corporate brand and business strategy.
• Measure the impact and ROI of employer branding initiatives.
• Navigate challenges related to brand consistency and authenticity.
• Build a personal toolkit for championing employer branding in your role.

Course Modules

Module 1: Foundations of Employer Branding

• The business case for employer branding and EVP.
• Understanding the difference between employer brand and corporate brand.
• The link between employer brand, talent acquisition, and retention.
• The role of leadership and employees as brand ambassadors.
• Case studies of successful employer branding campaigns.

Module 2: Developing Your Employee Value Proposition (EVP)

• The key components of a compelling EVP.
• Conducting internal research to uncover your unique value proposition.
• Using surveys, focus groups, and stay interviews to gather data.
• Crafting a clear and inspiring EVP statement.
• Aligning the EVP with your organization's mission and values.

Module 3: Employer Brand Marketing Strategy

• Building a strategic marketing plan for your employer brand.
• The importance of storytelling in attracting talent.
• Identifying your target audience and key messaging.
• Leveraging digital channels: social media, career sites, and blogs.
• Measuring brand awareness and sentiment.

Module 4: The Candidate Experience as a Brand Touchpoint

• The candidate journey from first impression to offer.
• Using technology to enhance the candidate experience.
• The importance of transparent and frequent communication.
• Handling rejection with empathy and professionalism.
• Building a positive experience that reinforces your brand.

Module 5: Communicating Your Brand Internally

• The link between internal brand and employee engagement.
• Communicating the EVP to current employees.
• Empowering employees to become brand advocates.
• The role of leadership in consistently living the brand.
• Managing brand perception and addressing internal feedback.

Module 6: Analytics and Measuring ROI

• Key metrics for measuring employer brand success.
• Using analytics to track brand awareness and candidate flow.
• Calculating the ROI of employer branding initiatives.
• Linking brand strength to retention and talent acquisition costs.
• Using data to continually refine your brand strategy.

Module 7: The Future of Employer Branding

• Emerging trends in employer branding (e.g., AI, personalization).
• The impact of DEI on brand authenticity and reputation.
• The role of video and immersive content in storytelling.
• Building a sustainable and adaptable brand strategy.
• A personal action plan for leading employer branding in your role.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 7 working days before commencement of the training.