CONTENT DEEP DIVE

Strategic Employer Branding

A step-by-step guide to crafting a powerful employer branding strategy that attracts and retains the right talent for your business—today and tomorrow.
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About the course content

Employer Branding is a vast field, and the wealth of content to navigate can be overwhelming, we get it.

That’s why we’ve carefully organized everything into a clear structure. The course guides you through our “9-step model,” the backbone of our 360 degree strategic approach.

Stepping back a bit, these steps are packaged into 4 modules which you can learn more about below.

The 9-step model

Kick-Off Video

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Join your EBA instructors as they welcome you to the course and walk you through the journey ahead. In this video, they’ll introduce the course roadmap and share key insights to build a strong foundation for your learning experience.
  • Introduction to employer branding fundamentals
  • Overview of the talent market and macro trends
  • Key concepts explained from the first half of the course
  • Tips for successful completion and certification

Module 1

(Steps 1-2)

This module ensures you understand the value of employer branding and equips you to advocate and position it within your organization. You'll learn how to align employer branding with business strategy and talent needs, creating a robust foundation for the most effective employer branding strategy for your organization. 
  • Align your employer branding with wider organizational objectives
  • Identify your organization's key talent needs
  • Define effective employer branding objectives and KPIs
  • Build a strong business case for employer brand investment

Module 2

(Steps 3-4)

This module will guide you in assessing your organization's current employer brand to understand your starting point. You’ll then use these insights to shape an EVP that aligns your employer brand with your business goals as established in Module 1!
  • Assess the current status of your employer brand
  • Compare to the competition
  • Develop an effective employer value proposition

Module 3

(Steps 5-6)

This module will help you to communicate the right message to the right people through the right media channels.
  • Establish the right visual identity for your employer brand
  • Develop your employer brand activation plan
  • Create personas
  • Target and localize your Employer Branding 

Module 4

(Steps 7-9)

This module will help you communicate effectively within your organization, from gaining team support to delivering a cohesive, on-brand experience. It will conclude with guidance for measuring your success.
  • Brief and enable your management stakeholders
  • Align the internal employer brand experience with the external one
  • Evaluate and evolve your strategy

Additional material

Throughout the modules you will get access to tool and templates, including:

  • Critical Stakeholders Checklist
  • Business Case Presentation
  • Brand Alignment examples
  • External vs Internal Focus 
  • Competitor Analysis 
  • Targeted EVP examples
  • Talent Need 
  • Employer Brand Healthcheck
  • EB Management Touchpoints 
  • Objectives and KPIs 
  • Persona Creation 

Getting certified

Towards the end of the course, craft a unique final project inspired by what you have learned that addresses a real need or challenge at your organization.

Not only will you receive a diploma upon successful completion, but you also will have an actionable plan to use along with feedback and advice from the EBA team!