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.

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

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).

Employer Branding Workshop

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

Introduction

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Past Participant Organisations