POST-FORUM TRAINING
Establishment, communication and management of employer branding
| Background： |
Surveys show that for the post-80s and -90s give equal attention to the work-life balance and corporate culture as payroll and development while hunting for jobs, and this has posed new challenge to the employers. How can they take both the “hard” indicators (salaries and benefits) and the “soft” ones (corporate culture, employer branding) into consideration? With the competition growing increasingly fierce, it has become the strategic goal and urgent task for HR managers to attract and retain high-performing employees. Employer branding has emerged as a new tool for you to achieve success. It is garnering increasing attention of HR managers who want to break new ground in strategic development. |
| Time： |
Sept. 15th, Shanghai |
| Participants： |
General managers, HR directors, senior HR managers |
| Cost： |
RMB1,800 per person. Overclass members are entitles to a special price |
| Speaker profile： |
Anson Tang General Manager of HRoot Editor-in-Chief of Human Capital Management
Mr. Tang has 10-plus years’ experience in HR management, and assumes the title of Director for China of the International Training and Development Association. A company he created in 2002, HRoot has emerged as the largest HR media company in China. He is also a prolific author on IT and HR management. He took his MBA degree from the Central China University of Science and Technology, degree in Organizational and HR Management from Hong Kong University, and degree in Innovation Management from the National University of Australia. |
| Syllabus： |
Establishment of employer branding
• From company brand, product brand to employer branding
• Immediate benefits of establishing employer branding
• The truth of employer branding
• The value of employer branding
• Internal and external employer branding
• Assessment of employer branding
• How to be a best employer
Engagement: the corner stone to be a best employer
Employee satisfaction, morale, engagement and employer branding
Internal and external driving forces of engagement
• Employee value proposition (EVP)
What is EVP
The principles of EVP
Evaluation standards of EVP
Abstract of EVP
Maximization of EVP |
• Creation of unique work experience
The case of FedEx
The case of Cisco
The case of apple
Discussion: Participants share their work experience
• Internal communication of employer branding
• Factors influencing the employer branding in the recruitment process
• Copywriting of recruiting ads, with the communication of employer branding of Shangri-La and Starwood
• Creativeness in recruitment ad design |
The Communication of Employer Branding
• Pinpoint the audiences of employer branding: new graduates, external candidates, internal employees
• Formulation of differentiated communication contents
• The choice and application of communication channels
Social Networking Sites (Renren, LinkedIn, MicroBlog)
1.New application of the Six Degrees of Separation
2.Five ways of employer branding marketing on social networking sites
3.Creation of interaction: micro-interviews, micro live micro-voting, micro-group
4.Reflections on the soaring popularity of the sexy ceremony master of the year-end meeting of Baidu
Employer review websites: (Glassdoor and fenzhi.com）
Jobhunting websites of new graduates（Yingjiesheng, Hiall）
Career sites and network application system
• Participation in the voting of best employers
Communication and management of employer branding
• How to manage employer branding and external recruitment reviews
Management of negative reviews (the case of Gold Sachs)
Management of interview and written management gimmicks
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• Different roles communicators play in the building of employer brand
• Formulation of corporate social networking website policy
证书样本
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View 2012 China Human Capital Forum brochure via mobile applications：
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