Further training Certified Employer Branding Manager

Implementation of the employer branding strategy (1st day)

• How is a customized employer branding strategy developed?
• Why should employer branding strategies be implemented in an agile way?
• Getting to know "Objectives & Key Results" (OKR) as a possible framework for agile strategy implementation.
• What are OKRs and how do they work?
• Advantages of the OKR method for employer branding.

How to successfully implement your employer branding strategy

• Integration into the corporate strategy.
• Practical examples and best practices.

How to continuously improve and agilely adapt your employer branding strategy

• Monitoring and adaptation.
• Feedback loops and iterative improvements.
• Performance measurement and optimization.

Case studies and practical exercises

• Analysis of successful employer branding strategies.

Change Management (2nd day)

How I change companies sustainably

• What tools do I need to bring about change?
• What can I do to change the culture?

How I can attract employees to the EB

• How do I turn resistance and fears into motivation?
• How do I create psychological safety?

What do I need to plan?

• Create maps of change.
• Recognize stakeholder analysis and power structures in order to obtain support.
• The change processes and the iterative change canvas for sustainable change.

Candidate and Employee Journey:

Candidate Experience Management

• Definition and importance of touchpoints along the candidate journey.
• Optimization of touchpoints to improve the candidate experience.

Employee Experience Management

• Design and evaluation of the employee journey.
• Onboarding and offboarding processes and their influence on employer branding.

Measurement and analysis

• Use of feedback tools and methods to record employee and candidate satisfaction.

External employer branding and recruiting:

Communication and advertising

• Effective use of career sites and job advertisements.
• Development and use of social media strategies and content.
• Overview and integration of all relevant recruiting channels.

Data analysis and use

• Introduction to data analytics for targeted recruiting.
• Use of analysis tools to optimize recruiting processes.

Recruitainment and commitment

• Creative approaches such as gamification to increase employer attractiveness.

Reputation management

• Dealing with review platforms such as Kununu.

Practical application

• Collegial consultation and case study work to implement what has been learned.
• Development of individual employer branding strategies for your own company.

Preparation for the final exam

• Discussion and analysis of participants' business cases.
• Clarification of open questions and exchange of best practices.

Examination requirement

Participation in all modules of the training is a prerequisite.

Form of examination

The exam takes place purely online. In addition to technical knowledge, the extent to which participants are able to apply the knowledge they have learned in practice is tested. There is a presentation and an oral examination.

Exam contents

Part 1: Preparation of the written case study (approx. 10-15 PowerPoint slides).

Part 2: Presentation of the work (approx. 15 minutes) and an oral examination (approx. 20 minutes). 

Please note: For the final examination and the issuing of the certificate, the surname, first name and date of birth of the participants are collected and passed on to the Erasmus University (EHS) Basel.