雇主品牌建设

企业收益

l 雇主品牌在全球金融危机的阴影尚未褪去的今天越显其威力。

l 卓越的雇主形象和优秀的产品品牌一样,可以给企业带来丰厚的财务回报。

l 是在企业竞争优势的构建,还是吸引优秀人才的加入,或是留住核心员工方面,雇主品牌都起到了举足轻重的作用。

学员收益

l 让企业文化落地的框架体系-通过企业文化的理念层、制度层、行为层和物质层,来推动企业文化的落地,了解雇主品牌的构成与重要作用

l 通过雇主品牌的外部打造,以提高企业在人才市场的知名度和美誉度,吸引人才市场上的一流人才

l 通过雇主品牌的内部打造,提升现有人才对企业的忠诚度和敬业度

l 通过案例分享卓越企业如何从内/外部打造雇主品牌

l 围绕企业的雇主品牌,重新调整现有的人力资源实践

适合对象

大中型企业中高层HR管理人员,以及需要了解战略性人力资源管理的人员

课时

1

主要内容

l 什么是品牌(企业品牌、产品品牌和雇主品牌)

Ø 品牌的概念

Ø 案例分析:麗思卡爾頓酒店

l 雇主品牌的构成

Ø 雇主品牌起源

Ø 为什么雇主品牌如此重要

Ø 谁来管理雇主品牌

l 雇主品牌与企业文化

Ø 内部品牌与外部品牌的关系

Ø 雇主品牌的衡量要素

l 确定EVP(员工价值主张)

Ø 雇主品牌与员工价值主张的关系

Ø 员工价值主张的五个纬度

l 如何打造雇主品牌(内部/外部)

Ø 创建雇主品牌的整体框架

Ø 雇主品牌打造的常见问题

l 创建雇主品牌的人力资源实践

Ø 创建雇主品牌八个步骤 (案例分享)

Ø 新时代媒体对雇主品牌的影响


Employer Branding

Benefits to Enterprise

l A powerful Employer Brand is even more important in the shadow of global financial crisis

l An outstanding employer image, like a great product brand, can bring huge financial returns

l Employer brand plays a pivotal role in building the competitive advantages, attracting talents, and retaining the core staff of the enterprise

Participant Benefits

l Implement the Corporate culture framework from concept, system, behavior and material aspects, and understand the composition and importance of employer brand

l Attract top-tier talents through external employer brand building and brand recognition and reputation on the talent market

l Enhance employee loyalty and engagement through internal employer brand building

l Learn how to build an employer brand internally and externally through case studies

l Adjust existing human resource practices around employer branding

Target Participants

Senior HR managers in Large and medium-sized enterprises and anyone who wants to understand strategic human resource management

Duration

1 Day

Course Outline

l What is brandCorporate Brand, Product Brand and Employer Brand

Ø Brand Concept

Ø Case StudyThe Ritz-Carlton Hotel

l The Components of Employer Brand

Ø The Origin of Employer Brand

Ø Why is the Employer Brand so important?

Ø Who should Manage the Employer Brand?

l Employer Brand and Corporate Culture

Ø The Relationship Between Internal and External Brand

Ø The Measure of Employer Brand

l Determine EVPEmployee Value Proposition

Ø The Relationship Between Employer Brand and Employee Value Proposition

Ø Five Dimensions of Employee Value Proposition

l How to Build the Employer BrandInternally and Externally

Ø Create an Overall Framework for the Employer Brand

Ø Frequently asked questions about Building Employer Brand

l Create Human Resources Practice for Employer Brand

Ø 8 Steps of Building Employer BrandCase Study

Ø The Impact of New Media on Employer Brand

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