💼 Employer Branding & Employee Value Proposition (EVP)
Overview:
Attracting and retaining top talent in today’s competitive market requires more than just good salaries—it requires a compelling employer brand and a strong Employee Value Proposition (EVP). This course teaches HR professionals, recruiters, and talent managers how to build, communicate, and sustain a brand that resonates with current and future employees.
🔍 Learning Objectives
By the end of this course, learners will be able to:
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Understand the core concepts of employer branding and EVP.
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Develop a powerful and authentic EVP tailored to their organization.
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Design campaigns and strategies that enhance brand visibility.
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Align internal culture with external employer brand messaging.
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Measure and improve employer brand perception using key metrics.
📚 Course Modules and Topics
Module 1: Introduction to Employer Branding and EVP
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What is employer branding?
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Understanding the Employee Value Proposition (EVP)
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Why employer branding matters in HR and recruitment
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Trends shaping the modern talent market
Module 2: Crafting a Unique EVP
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Components of a strong EVP: rewards, culture, career, purpose, environment
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EVP discovery through surveys and employee feedback
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Aligning EVP with organizational strategy and brand
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Communicating EVP internally and externally
Module 3: Building a Compelling Employer Brand
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Defining your brand voice and identity
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Storytelling and brand positioning
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Social media and digital platforms in employer branding
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Career site and job ad branding essentials
Module 4: Enhancing the Employee Experience
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Onboarding and integration as branding tools
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Employee advocacy and brand ambassadors
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Engagement, recognition, and retention as brand pillars
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Aligning leadership with brand values
Module 5: Talent Attraction Strategies
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Employer branding in recruitment marketing
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Recruitment campaigns and digital content creation
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Leveraging LinkedIn, Glassdoor, and other platforms
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Diversity and inclusion in branding efforts
Module 6: Measuring and Evolving Your Employer Brand
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Employer brand KPIs (e.g., offer acceptance rate, brand awareness, eNPS)
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Monitoring reputation and feedback
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Refining EVP with ongoing insights
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Case studies: Companies with strong employer brands
🛠️ Learning Activities
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EVP builder template
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Brand audit and perception mapping
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Social media campaign planning
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Employee experience mapping
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Storytelling workshop for recruiters
📁 Course Features
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Video modules with brand strategy experts
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EVP templates, surveys, and brand audit tools
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Case studies and campaign samples
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Certificate of Completion
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Full 12-month access with updates and bonus resources