Course content and learning outcomes

Welcome to the Certificate in Employer Brand Leadership Course – a contemporary leadership program for managers around the world and widely recognised as the global standard in employer brand leadership training.


Since 2007, Employer Brand International has trained thousands of managers in employer branding in more than 50 cities in 30 countries.


The contest amongst employers to attract and retain talented workers takes place in a world where changes in the political, economic, social and technological environments is driving widespread change in employment patterns. Today, competition for the best employees is as fierce as competition for customers and market share.


Employer branding is a whole of business concept concerned with attraction, engagement and retention initiatives targeted at enhancing your company’s employer brand. It should not be limited to recruitment or talent acquisition, this is only part of a much bigger picture! You also need to engage and retain the talent you've worked hard to recruit (and invested in). 


This world leading course has been designed in collaboration with a talented team of academics, strategists and corporate leaders to create an inspiring learning experience in the growing field of employer brand leadership.


This course will also assist you to develop your leadership, communication, problem solving and team building skills. This which enable you to better understand and deal with the complex issues of managing your employer brand in a changing business environment.


Graduates of this program have come from all over the world making it a first choice training program for leaders seeking the skills, experiences and a detailed understanding of employer brand management and strategy. Many of the world's top brands such as Facebook, IKEA, Google, Toyota and Unilever already employ employer brand leaders. Our research shows this trend continuing with companies realising the value of employing leaders with the skills to manage their employer brand across the total employee experience.


We look forward to welcoming you to the program.

The Fundamentals of Employer Branding (EBLFU)


This module will introduce participants to the history, fundamentals and core strategic concepts of employer branding. The learning content will explore:


  • An overview of the evolution of employer brand management over the past 25 years

  • An overview of the global market for employer branding – the size, the scope, key regional differences

  • The key reasons why employer branding is on the leadership radar now more than ever

  • Myths exposed - common misconceptions about employer branding

  • The key players in the employer branding global industry

  • The latest global research findings in employer branding

  • How the changes in the political, economic, social, environmental and technological environments will impact on your employer brand strategy


Employer Brand Strategic Management (EBLSM)


This module will introduce participants to the key employer brand strategic management principles and practices. The learning content will explore:


  • Conducting an employer branding strategic audit using proven frameworks, methodology and strategies

  • Conducting an external market analysis using the PESTEL methodology

  • Defining the key attributes of your employer value proposition (EVP)

  • Conducting internal and external research insights to assist in EVP development and employer brand strategy

  • Applying best practice – Implementation of the Employer Brand Excellence FrameworkTM

  • Applying best practice - Implementation of The Employer Brand Excellence PathwayTM

  • Applying best practice - Implementation of Your Employer Brand RoadmapTM

  • Advanced internal and external employer brand research techniques

Employer Brand Analytics & Reporting (EBLAR)


This module will introduce participants to employer brand analytics and reporting techniques/methods. The learning content will explore:


  • Developing employer brand metrics for your strategy

  • The key metrics to focus on

  • The link between metrics and organisational objectives

  • Defining the scope of your metrics and aligning them to organisational objectives

  • Defining your employer brand key performance indicators

  • Employer brand management reporting

  • Engaging leaders through analytics and reporting

  • The link between consumer brand and employer brand metrics

  • Developing an employer brand metrics dashboard

Employee and Customer Experience (EBCE)


This module will introduce participants to the changing role of how companies view the employee and customer experience as part of developing a world class employer brand. The learning content will explore:


  • Aligning the candidate and employee experience with your brand positioning and values

  • Contemporary practices in developing a signature brand experience

  • The link between employee-customer-shareholder value

  • Aligning your employer brand and consumer brand strategies

  • Segmenting your employee population to optimise the employee experience

  • Activation of your employer value proposition (EVP) across the employee lifecycle

  • Localising your employer brand strategy to optimise the employee experience

  • The link between customer and employee engagement

Future Trends in Employer Branding (EBLTD)


This module will introduce participants to future trends in employer branding and how companies will manage their employer brand in the next 3-7 years to reflect these trends. The learning content will explore:


  • What does the 'Future of Work' look like?

  • Key market trends driving the future of employer branding

  • Technological trends impacting on employer brands

  • Social media trends impacting on employer brands

  • The customisation and personalisation of the employee experience

  • The future of the employee and candidate experience

  • Adapting to meet the challenges of key employer branding trends


Employer Brand Leadership Principles & Practices (EBLPP)


This module will introduce participants to employer brand leadership principles and practices. The learning content will explore:


  • The evolution and rise of employer brand leadership around the world

  • Building a business case for investment in employer brand strategy

  • Developing a brief to engage an external agency/consultancy, what should you include in the briefing document?

  • Why the demand for employer branding leaders is increasing in companies of all sizes

  • The employer brand leader – roles and responsibilities companies are seeking

  • An analysis of the employer brand leadership function at some of the world’s leading brands

  • Building the employer brand team – the key internal and external stakeholders you should include in your team

  • Employer brand stakeholder management

Employer Branding Mapping & Competitor Analysis (EBLCA)


This module will introduce participants to employer branding ecosystem mapping and competitor analysis techniques. The learning content will explore:


  • Best practice competitor analysis techniques

  • Reporting on competitor analysis

  • The influences of employment choice – why candidates choose companies over another – what motivates them to leave their existing company?

  • Employer branding benchmarking and best practice employee and candidate research techniques

  • The role of ‘best employer’ rankings – how and where do they add value?

  • Establishing a self-directed learning system for tracking employer branding trends and best practice

  • Using LinkedIn and other vendor products to conduct talent mapping and segmentation to locate ‘hard to find’ candidates

  • The scope and sources of online and offline channels used to communicate EVP’s

Contemporary Practices in Employer Branding & Social Media (EBLEBSM)


This module will introduce participants to contemporary practices in employer branding and the impact of social media on employer branding. The learning content will explore:


  • The latest global research in social media

  • Conducting a social media audit

  • Developing a social media policy

  • Developing an employer brand ambassadors program

  • The socialisation of talent

  • The social media global landscape – the major platforms, where to focus your efforts

  • Leveraging social media in employer branding – how to optimise reach and achieve most impact

  • Aligning the social media strategy with your employer branding objectives

  • Paid versus organic growth

  • Learn the key leverage points of social media which will drive your talent attraction and retention strategy

  • Case studies of best practice use of social media in consumer branding and employer branding

Employer Branding and Social Responsibility (EBLSR)


This module will introduce participants to the role of corporate social responsibility (CSR) in employer branding and consider how companies are implementing CSR initiatives to enhance employer brand equity. The learning content will explore:


  • The principle and practice of employer branding 3.0

  • CSR and employer branding - Companies are no longer in control of the message

  • Leveraging your CSR activities to build brand equity

  • The impact of CSR on employees

  • Aligning CSR activities with your employer brand objectives

  • Involving and integrating employees into your CSR activities

  • Best practice case studies of CSR being used in employer brand strategies

Case Study Analysis


This module will involve participants conducting a case study analysis on a real company applying the skills and experiences learnt from the previous 9 modules. The learning content will explore:


  • Development and implementation of the steps/phases you will take to conduct an audit on your chosen company focusing on levels 1-4 of the Concept Phase in the ‘Your Employer Brand RoadmapTM’ Model.

  • Designing an employer branding questionnaire to survey employees

  • Conducting and analysing a survey of current employees using the questionnaire

  • Conducting a competitor analysis and summary recommendations of the career website and social media of key competitors

  • Developing a list of recommendations based on the findings/outcomes of your audit and analysis, for the company to develop an industry leading employer brand over the next 1-3 years

  • Developing a reporting template for your employer brand strategy