Taking preliminary steps to design a plan to improve Employer Branding for your organization.

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.

 

(In view of the current COVID-19 situation, we will maintain small class size for all courses. Hotels (the venue of the training) has taken measures such as daily disinfecting of all seminar rooms, cleaning the lift buttons and door knobs, temperature taking for our participants and hand sanitizers are also available. Travel Declaration Form will be sent to all participants prior to the training sessions)

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

• Employer Branding – Definition and Fundamentals

• The Importance of Employer Branding

• The Role of Branding in HR

• Key Elements of a Successful Employer Branding Strategy

• Identifying the Employee Value Proposition (EVP)

• Creating Employee Experience Journey Maps

• Developing and Executing an Employer Branding Strategy

• Measuring Employer Brand Equity

• Making a Start-up an Employer of Choice

• Employment Branding in Singapore

 

Who should attend

• HR Directors, HR Managers, HR Executives, Business Owners

 

Training Methodology

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

 

Trainer

Lim Lie Tjing is an engaging & creative trainer with extensive HR experience within the public and private sector.

Over the past 20 years, she has held senior HR roles for the multinational corporations as well as startups in Singapore (6 years), academia in Hong Kong (6 years) and public/statutory sector in Singapore (8 years). In 2012, she transitioned from her Director role in Singapore National Research Foundation to a Trainer role in HRSINGAPORE to pursue her passion in talent development via coaching and learning. Her breadth of experience enables her to share best practice within and between different sectors.

As a qualified Trainer and Facilitator, Lie Tjing sees her role as a sounding board and a thinking companion on her trainees’ journey towards further self-awareness and developmental change, whilst adapting to their individual/team’s needs. On this journey, she endeavours to create a supportive and safe environment to allow them to ‘grasp the nettle’ and experiment with new mindsets and behaviours. She has been known in the HR fraternity to challenge while establishing supportive and honest relationships with people whom she works with.

Lie Tjing holds a Masters in Science in Social Research and Social Policy (Oxford University, UK), and Bachelor in Psychology and Social Work (McMaster University, Canada). She also possess a Certificate in Language Teaching for Adults (CELTA) from the University of Cambridge, UK and an Advanced Certificate in Training and Assessment (ACTA).

Administrative Details:

Scheduled Dates

• 1 April 2020  (1st Run)

Duration / Venue

• One day

• 9 am to 5 pm

• Mandarin Orchard Singapore or Sheraton Towers

Certification

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

 

Cost

• S$ 550 for Community

• S$ 580 for Non-Subscribers

Refreshment

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

• Buffet lunch with vegetarian & halal options

 

Past Participants:

Past Participants' Comments

Past Participant Organisations