Employer Branding: Concept, Strategies and Success Factors

Start Date:Sep 30, 2019 End Date:Oct 2, 2019
Last Date for Application:September 16, 2019 Last Date for Early Bird:September 9, 2019
Programme Fee: 80000 INR

Plus, GST

Early Bird Fee:74400 INR

Plus, GST

Great work environments do not emerge by happenstance, but rather result from deliberate and strategic initiatives aimed at attracting, engaging and retaining employees who can perform well. Researches forecast that the demographics of the workforce will change, and as a result the available supply of right labour will fluctuate. This is going to pose a challenge for organisations, because of a paradox. In some areas a large pool of candidates doesn't necessarily translate into a talented pool, and in others there will be a fight for employees with right the competencies and attitudes. Hence, the talent hunt is shifting from searching for a job candidate who can fill the position to enabling the candidate to finding the right organisation, taking pride in working there and growing within. 

Brands are among a firm's most valuable assets and as a result Brand Management is a key activity for organisations. Not only are the products and services offered by the company being evaluated by customer, but prospective employers and other stakeholders are also increasingly considering the image of the firm as an employer of choice. By applying the principles of brand management Employer Branding which represents the organization's efforts to promote both within and outside, how it is consistently different and desirable as an employer.

Progressive and futuristic organisations strive to build their Employer Brand to attract the right kind of talent rather than opting for the conventional method of reaching out. To achieve this, organisations strive to develop unique Employee Value Propositions, both in tangible (like compensation, career growth, etc.) and intangible terms (like culture, learnings).  Taking an inside out approach, Employer Branding helps to position the organisation’s ethos and internal practices to the outside world from the employee perspective, and it is synchronised with the internal employee experience. 
In this programme we shall attempt to understand and define Employer Branding and discuss the steps involved to put them into practice 

1. Define and discuss the concept of Employer Branding.
2. Significance of Employer Branding for an organisation.
3. How Employer Branding is related to attracting, engaging and  retaining  employees.
4. Discussion of various methods, approaches and techniques in Employer Branding.
5. Role of social media, crowd sourcing platforms and best employer certifications.
6. HR practices connected with Employer Branding.

1.    Overview of Branding and Employer Branding 
2.    Benefits of Employer Branding to organisations
3.    Practices related to Employer Branding
4.    Using Social Media and Crowd sourcing platforms
5.    Evaluating the Impact of Employer Branding
6.    Organisational Experience Sharing

Case Studies 
Presentations by companies

Senior, middle or junior or mixed, or entrepreneurs. Similarly the minimum educational qualification and language skills. The idea is to have clarity on the ex-ante desired level of the participants. 

Middle and Senior level employees from HR, Communication and Marketing / Brand Management functions.  

Faculty Chair

Biju Varkkey

Programme Faculty