Training Employer Branding

You know your organisation is a good employer. Your employees know it. Your clients know it.

But nobody sees it in your story.

Every vacancy starts from scratch. Every campaign starts at zero. Every channel asks for a new message. Reactive instead of structural.

And you know it should be different:

1. Your competitor offers the same salary and does get the right people
2. Your careers page says what you do, not why someone would choose you
3. Your vacancies attract too few candidates, or the wrong ones
4. Marketing and recruitment work side by side instead of together

Good employers stay invisible when their story isn’t clear. That wastes what is already there.

In one day of employer branding training, your team lays the foundation of your employer story. For your organisation, with your target group, with the building blocks that matter. Be who you are as an employer, in words that convince candidates. In English, at your office or online.

Plan a 30-minute call and we’ll shape the day around your organisation.

What does this employer branding training give your team?

After this day, your team:

1. Knows the 6 building blocks of an employer value proposition and has applied them to your organisation
2. Knows which stories make your promise credible
3. Knows where you differ from direct competitors in the labour market
4. Translates your employer story into vacancies, channels and campaigns
5. Knows which KPIs show the results
6. Acts as a strategic sparring partner for the organisation, not only as the one who executes

Employer branding training programme

Whether your team is new to employer branding or sharpening an existing proposition: the day works on your situation, with your own case.

1. Employer vision and positioning

Your team maps where you stand as an employer and where you differ from the competition.

• Employer identity as the starting point: who you are, and what makes you different
• The six building blocks of a strong positioning, applied to your situation
• Target group and competitor analysis: where your opportunities lie in the labour market

2. Developing your employer value proposition (EVP)

Your team formulates an employer promise that rings true, stands out and attracts.

• Translating the six building blocks into your own EVP
• Collecting employee stories that make your promise credible
• Testing your EVP: is it relevant, distinctive and unique?

3. From EVP to visibility

Your team translates the promise into recruitment communication that reaches the right people.

• Translating your employer brand into vacancies, campaigns and channels
• Choosing the right recruitment channels for your target group
• Examples of campaigns that work, with an explanation of why

4. Measuring and embedding

Your team knows how to tell whether it works, and who it needs for that.

• KPIs that make your employer branding measurable
• The ingredients of a recruitment communication plan
• Who to involve when: marketing, management, hiring managers and employees

Who is this employer branding training for?

For teams responsible for the employer story of their organisation, whether they work in HR, recruitment or communication.

Frequently asked questions

Does my team get an employer promise on paper in one day?
Your team goes home with knowledge of the six building blocks, a first application to your situation and the direction to build on. Not a finished promise or a fully worked-out strategy document, but a well-founded starting point to work with internally. Want a fully worked-out plan for your organisation? Then a longer in-company programme fits better.

Our organisation has several business units or brands. Does this employer branding training work for us?
Yes. We cover when to use one overarching EVP and when to use several propositions per brand or target group. Bring your situation as a case, and your team gets targeted feedback on it.

Some of us come from communication or marketing, not recruitment. Is the level right?
Yes. Part of the participants has a background in communication or marketing and takes on employer branding. We cover the recruitment side (target group, candidate experience, positioning) so that it translates straight into their own work.

We already have an EVP. Does this training still make sense?
If your EVP exists but doesn’t work well enough, the gain usually lies in the translation: to vacancies, channels, campaigns and internal adoption. That is exactly what blocks 3 and 4 cover. Bring your existing proposition, and your team tests and sharpens it.