Introduction

No longer the new fad or trend, Employer Brand is quickly becoming a strategic staple for organisations hungry to solve talent challenges. It is necessary that organisations define a clear employer branding strategy, review brand promises, people-practices, and organisational resources, to ensure they deliver both internally and externally.

A strong employer brand lends an organisation a significant competitive edge in recruiting, retaining, and developing potential and existing employees. It is a differentiator, aimed at building engagement and loyalty through identity.

It is employee experiences that get amplified into what the organisation gets known for. So, identifying and implementing the Employee Value Proposition (EVP) would enable an organisation to become the “Employer of Choice”.

An organisation’s solid Employer Branding Strategy would treat its potential and existing employees like its customers, and actively promote the organisation to stand out among its competitors. A strategic approach would also employ relevant metrics to monitor progress.

Employer branding is not age- or size-sensitive. It also applies to start-ups. In fact, it is one of the important talent tools for start-ups, which lack name recognition and are perceived as riskier than established organisations.

Closer to home, Singapore’s employer branding landscape is trending. As Singapore leads the way in social media penetration in South East Asia with 83% of the population on social media, this reflects the changing dynamics between employers, employees, and prospective employees. Lessons could be learned from some home-grown Employers of Choice, that continuously make changes in sync with these dynamic talent trends.

Course Details: 

Objectives

The workshop would enable participants to develop/revisit their Employer Brand by deriving insights into:

• The business and human resources reasons for employer branding;

• The tri-components of Employer Branding which include: (a) employer brand equity, (b) brand loyalty and employee engagement, and (c) attraction and retention of talents;

• Employee value proposition (EVP) as an integral part of Employer Brand; and

• Developing, executing and measuring Employer Branding Strategy

Outline

1. Employer Branding – Definition and Fundamentals

2. The Importance of Employer Branding

3. The Role of Branding in HR

4. Key Elements of a Successful Employer Branding Strategy

5. Identifying the Employee Value Proposition (EVP)

6. Creating Employee Experience Journey Maps

7. Developing and Executing an Employer Branding Strategy

8. Measuring Employer Brand Equity

9. Making a Start-up an Employer of Choice

10. Employment Branding in Singapore

Who should attend

• HR Directors, HR Managers, HR Executives

 

Methodology

• Case analysis, simulations, group discussions, reflective exercises, action planning

Trainer

Charlie Goh is a HR Practitioner with over 35 years of experience. He has expertise and profound knowledge in human resource development, compensation and benefits, payroll administration and management, talent management, performance management and employee communication and relations. He is a dedicated and performance focused professional with strong business acumen and work ethics.

Charlie has worked in various public and local organisations in different sectors such as hospitality, banking, retail, F&B and transportation. He has a strong understanding of all HR functions within an organisation and demonstrates detailed knowledge in the HR field as well as driving a company’s people management strategy. 

Charlie possesses a MBA and a Bachelor Degree in Human Resource. He is also an adjunct lecturer of a local polytechnic conducting HR academic programs.

Employer Branding Workshop

Administrative Details:

Scheduled Dates

• 19 July 2024  (Face-to-Face)  (1st Run)

Duration / Venue

• One day

• 9 am to 5:30 pm

• Hotel seminar room

Certification

A Certificate of Attendance will be awarded at the end of the course.

 

Course Fee

• S$ 566.80 w/GST (S$520.00) for Community/Corporate

• S$ 599.50 w/GST (S$550.00) for Non-Subscriber

Funding

Grants/Subsidies/SkillsFuture Credit are not applicable.

Refreshment

• Coffee & tea with snacks during the morning and afternoon breaks

• Lunch will be provided

Past Participants:

Past Participants' Comments

Past Participant Organisations