Employer Branding to Attract Talent

1h 6mAdvanced2017-08-03

Authors

Roberta Matuson

Global Strategist, Advisor, Author, President of Matuson Consulting

Course details

In the war for talent, having a strong brand can help you attract and retain the most talented employees. Candidates want to work for employers with great reputations—who are known for fairness, flexibility, independence, strong leadership, and opportunities for growth. In this course, leadership consultant and coach Roberta Matuson helps employers understand what top talent considers when evaluating organizations as potential employers, and explains how to build an employer brand to attract talent and keep it compelling and relevant. Become the company people dream of working for—build your brand as a top employer.

Learning objectives
Why employer brand and reputation matters
What top candidates want
How to appeal to candidates
How to make an emotional connection
How to communicate your brand

Skills covered

Brand ManagementHR StrategyHuman ResourcesMarketingOne-Off

Concepts

0. Introduction

01 - Welcome

1. Employer Brand Defined

02 - What is an employer brand
03 - Why employer brand matters
04 - Components of an employer brand
05 - A company's reputation is its brand
06 - Factors that influence employer brands

2. How Employer Brands Attract Talent

07 - Replicating someone else's brand won't work
08 - What top candidates want in an employer
09 - The impact on customers and profits
10 - What a strong employer brand can't overcome

3. Building Your Brand to Attract Talent

11 - How candidates evaluate potential employers
12 - How to appeal to the self-centric candidates
13 - Image is everything
14 - Attraction is more than skin deep

4. Make Your Brand Compelling

15 - What makes a compelling employer brand
16 - Make an emotional connection
17 - Four questions for a compelling employer brand
18 - Communicating your brand
19 - Employees as brand ambassadors

Conclusion

20 - Create an employer brand action plan