• Origins and history of the employer brand concept
• Defining employer branding for the modern knowledge economy
• Share in the latest development and adoption of Employer
• Branding worldwide
• Key milestones and influences in the evolution of the employer brand concept
• Employer brand fundamentals
• Understanding brand identity and positioning
• Dispelling the myths

Discussion and contributions of leading employer brands in Asia

Results of Pre-Course Questionnaire

Discussion of the people management issues facing
companies in Asia

The Global Platform for Employer Branding

• The latest employer brand global research
• Identifying and understanding the key strategic drivers
• The benefits of employer branding
• Thought leadership in employer branding

The Role of Employer Branding In Organisational Strategy

• The resource based view of strategy
• Four conditions of organisational success
• Emergent self organisation
• Learn how to align your Employer Brand program with your business objectives
• A strategic framework for developing your Employer Brand – The Employer Brand Excellence FrameworkTM

Building the Business Case for Employer Branding

• Identifying and communicating with key internal and external stakeholders
• Learn how to engage key people in your organisation to build a business case for investment
• Learn how to manage your employer brand using the innovative Employer Brand Excellence FrameworkTM
• Building the link between HR / Marketing / PR and Communications
• Securing senior management approval to proceed
• Managing the change process

Discussion on key challenges

Employer Brand Stakeholder Management

• Identify the key stakeholders who impact on your Employer Brand
• The role of the employer brand manager
• Managing key relationships
• The role of employees vs senior managers

Discussion and sharing on organisation specifics

The Employment Lifecycle

• Understanding the employer brand “moments of truth” along the employment continuum
• Understanding the needs and motivators of the different generations

Employer Brand Excellence Process – Step 1 – Concept Phase

• The initial meeting
• Identifying people issues
• Reviewing existing employee research and data
• Assessing the strength of your current employer brand
• Conducting an audit of your employer brand
• The Minchington/Thorne Employer Brand Global IndexTM
• Qualitative and quantitative research methods
• Assessing leaders for an employer brand mindset
• Defining your target audience
• Developing candidate profiles for different job families

Discussion

Employer Brand Excellence Process – Step 2 – Design Phase

• Define employer brand promise
• Define employer brand identity
• Defining your Employer Value Propositions (EVP’s)
• Online talent acquisition strategies
• Offline talent acquisition strategies
• Defining your Employer brand communication objectives
• Identifying the key EVP communication touchpoints

Discussion

Employer Brand Excellence Process – Step 3 – Integration Phase

• Integrated offline and online communication strategies
• Learn how to save on your recruitment expenditure through smarter recruitment advertising and candidate sourcing
• Using technology to build a world class recruiting function

Talent Acquisition & Development

• Talented people – what are the key motivators and drivers?
• What capabilities need to be hired? Which capabilities need to be developed?
• The impact of leadership on talent development
• What conditions do talented people thrive in?
• Creating a development plan for talented people
• Future proofing your organisation

Target audience in profile – Graduates

• Measuring the attractiveness of your organisation as an employer amongst University students

Target audience in profile – Professional Hires

• Developing a talent network for maximizing candidate quality and speed to hire

Employer Brand Excellence Process – Step 4 – Evaluation Phase

• Develop an effective dashboard of metrics to measure the ROI of your Employer Brand program
• Learn from case studies of how leading companies have improved their financial results by developing their Employer Brand

Employer Brand Practical Project

• Selection of 4 major organisations in Asia
• Each group will be asked to develop and manage a hypothetical employer band for one of these organisations

Group Presentation of Employer Brand Development Project

• Discussion of key challenges

Conclusion

• Future trends in employer branding
• Agreement on action planning for your return to the office