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The Magnetic Employer Brand: Strategies for Talent Engagement and Attraction

Employer branding is a strategic process wherein an organization designs, shapes, and promotes its image, culture, and values to its existing employees and potential candidates. This process is about authentically communicating the organisation's essence—its mission, values, and culture to attract and retain talent that aligns with and amplifies your business goals. It's about the promise you make to your employees and the experiences they have in return.
 
Not investing in employer branding carries significant costs. The lack of a compelling employer narrative can result in extended vacancies, as positions in companies with unclear branding remain unfilled 1.5 times longer, leading to productivity losses and increased recruitment costs. Additionally, organisations with weak employer branding often face doubled hiring costs due to aggressive outreach and incentives. In digitally connected regions like Asia, a poor employer reputation, often amplified by review platforms, can spread rapidly and damage your brand. Moreover, failing to communicate your organization's unique qualities can lead to hiring misfits, resulting in financial losses, wasted training time, team disruptions, and missing out on potential talent.

This course addresses these challenges by providing a clear framework for developing and communicating a strong employer brand, which is essential for attracting the right talent and minimising these costs.

Objective

Participants will learn how to:

• Understand and Develop a Distinctive Employer Value Proposition (EVP)
• Enhance Employer Brand Visibility
• Monitor and Measure Employer Brand Success

Outline

Module 1: Understanding Employer Branding

• The importance of employer branding in today's job market
• Analysing current trends and best practices

Module 2: Employer Brand Health Check

• Assessing the current state
• Identifying missed opportunities

Module 3: Developing a Strong EVP

• Techniques for crafting a compelling EVP
• Aligning EVP with company mission and values

Module 4: Strategies for Employer Brand Visibility

• Effective use of brand touchpoints
• Engaging employees as brand ambassadors.

Module 5: Action Plan

• Drafting the Employer Brand Strategy
• Tips & Pitfalls

Who should attend

This workshop is tailored for HR professionals and business leaders striving to position their organisations clearly to attract the right talent. It's perfect for those who recognise their organisation's potential but struggle to articulate its unique qualities, as well as HR experts seeking to enhance their skills in talent acquisition.

Methodology

This course is grounded in proven processes and techniques applied successfully in real-world companies. The workshop is highly interactive and hands-on, featuring actual case studies and a focus on ideation. Participants will find it fun and engaging as they immerse themselves in practical exercises that blend theory with real-world applicability.

Profile of Catherine Chai

Meet Catherine, the dynamic founder of Broc Consulting. With over two decades of diverse experience, Catherine has established herself as a trusted ally to businesses and teams across many industries – from healthcare and supply chains to hospitality, publishing, F&B, banking, finance, retail, technology, chemicals and more. Her expertise spans both B2B and B2C sectors and government and non-profit organisations. Catherine's work engagements have taken her from Dubai and East Africa to various parts of Asia, reflecting her deep passion for understanding different cultures and working with diverse perspectives, enriching her approach to consulting and coaching.

Catherine is not just a consultant; she's a mentor, coach and educator, having led over 200 successful projects in Asia and coached leaders from Fortune 1000 companies. At the heart of Catherine's approach is a commitment to fostering value through clarity, connection, and dedication. Whether consulting, leading workshops, conducting training sessions, or offering personalized team and executive coaching, her methods resonate deeply.

Catherine consistently receives accolades from her consulting clients, who laud her exceptional ability to align stakeholders, seamlessly orchestrating collaboration to achieve remarkable outcomes, and her mindset focused on adding value. Her learners equally rave about her thought-provoking questions that spark 'aha' moments, transforming complex concepts into clear, actionable insights.

Professional Qualifications
Author of “From Bland to Brand – The Essential Branding Handbook for Asian Businesses”
Certified Practicing Management Consultant
Certified ICF PCC coach
Certified Workplace Learning Specialist
Certified ACTA Trainer
MBA from the University of Melbourne
Trained in Dynamic Facilitation
Trained in Business Excellence Framework (Enterprise Singapore)