Branding - The Employer Brand

Course Overview

Many marketing courses refer to branding, this is usually external branding to customers.

This workshop will consider the concepts of internal or employer branding, employees "living the brand". The workshop will assist those managers who have an interest in brand strategy, particularly in the service industry, it will assist managers in building loyal, informed and engaged staff, which will in turn assist in developing the external brand to customers.

Essentially the course involves adapting the tools and techniques used by brand managers to motivate customers, to motivate employees.

Audience

This workshop will appeal to managers in medium sized or larger companies who are facing the problems of internalising their brand, making the brand live in the organisation. In particular brand managers, human resource managers and department managers.

Skills Gained

You will understand how to build the brand from inside the company, and match the external brand with the employer or internal brand, to offer brand consistency and clear brand positioning. To encourage employees to live the brand, resulting in benefits to human resources in staff motivation, retention, and training, as well as to customers in the delivery of the brand.

You will appreciate the concept and how to match the external and internal brand. You will leave with practical ideas for building the employer brand within your organisation.

Course Outline

• Understand the concept of customer brand
• Appreciate the concept of "employer brand" and understand how it applies to your organisation
• Align the branding concept with the management style and skills
• Resolve situations that may arise in the future when building the employer brand within your organisation