Employer branding E-learning course

In this lesson you will learn what employer branding actually is and why it is becoming more and more relevant.

You will deal with the goals, opportunities and challenges and find out how employer branding relates to a company's overall strategy and in particular to recruiting and retention.

In lesson 2 you will learn about the employer branding process that has been tested in practice by our experts.

You will also find out everything you need to know for a successful project setup and deal with the requirements of employer brand managers. Employer branding is interdisciplinary, which is why you are particularly concerned with collaborative work and stakeholder management.

In lesson 3 you will dive into the employer branding process. In the first step, you will learn how to carry out an as-is analysis of the internal conditions and the environment in the labor market. You will also deal with the topics of culture and target group analysis.

This “company self-discovery trip” is important. Ultimately, the employer brand should be as authentic as possible.

After you know how to analyze the current situation, lesson 3 is about developing a positioning strategy. You deal with the employer value proposition and the company values. After internal validation, preliminary considerations for a suitable communication concept begin.

Before an employer positioning is communicated externally, it should be anchored and lived internally in the company. Employer branding therefore always includes organizational development.

You will learn how the new positioning can be implemented and permanently anchored.

Lesson 6 is about external activation of the employer brand. To do this, you will immerse yourself in the basics of marketing.

You will engage with your target groups using candidate personas and delve into the topics of candidate funnel and journey.

You will learn which channels you can use to communicate your employer positioning and how to find the ones that are most relevant for your company.

In this lesson, external activation is about the concrete implementation of the employer positioning into a creative and communication concept.

You will delve into the topic of content creation and deal with idea development, content strategies, storytelling and content formats.

Lesson 8 is about measuring the success of your employer branding measures.

In this context, you will deal with the measurability of employer branding. Making the effects of employer branding measurable and visible is of central importance, but not that easy to implement.

In this lesson you will learn how this works and what is needed for successful employer brand controlling.

After an employer positioning has been implemented, it should be sustainably established, maintained and optimized. Holistic employer brand management will help you with this. In this lesson you will learn how to do this and what you should keep in mind.

Here you can find a short review of the lessons in the course. We will show you possible challenges that you may encounter in practice and solutions. Finally, you take a look into the future and can develop your personal action plan for your employer branding project.