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How to stand out as an employerof choice Overview A powerful employer brand is a critical factor inattracting the highest calibre people to yourorganisation. Delivering on the 'employer brandpromise' will help you in retaining the best, andensuring that all of your employees are moremotivated and engaged in achieving thecompany's vision and objectives. Benefits to you and your company You will come away with a clear understanding ofthe role that the employer brand plays in asuccessful organisation. You will be armed todifferentiate your organisation as an employer, and to communicate this message in a compellingway, both inside and outside of your company. You will also gain insight on how this has a wider,positive impact on customer perceptions andtherefore on organisational success.Your organisation will ultimately benefit fromattracting and retaining high calibre staff.Implemented well and consistently over time, aneffective 'employer brand plan' will help reducerecruitment costs, staff churn and improve overallstaff motivation to deliver on your organisation'svision and objectives. Who this course is forThis course is not solely for practitioners ormanagers working in marketing. Any manager -and specifically those working in HR andcommunications - would get value from attending.What you will learn ßUnderstand why the employer brand is important.ßAppreciate the components of the employerbrand, and how this relates to the customerbrand.ßConsider the extent to which there is analignment of your two brands.ßHow to carry out research on your employerbrand. ßHow your employer brand is currentlyperceived, and how it needs to change/develop.ßHow to build an employer brand proposition.ßHow to build the tactical detail of the employerbrand eg. organisational values andbehaviours, reputation of organisation etc. ßHow to communicate with potential employeesthrough brand communications.ßHow to develop communications throughoutthe stages of employment.ßHow to measure the success of the employerbrand.Learning approachThe course will get delegates thinking about thestages in the development of the employerbrand as it progresses. There will be examplesof how other companies have managed differentstages in the process, and delegates will applythese ideas to their own organisation.Building the Employer BrandBook 53Branding7 CPD hoursCoursecode1155Level FoundationDuration1 dayVenues and datesLondon201120September201211January12JunePrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and one of our 130 trainingcourses can be delivereddirect to teams in-houseWe can work with you to create anddeliver learning and developmentsolutions that will drive teamperformance and improve results...To find out more contact ourcorporate training advice team on...Tel: +44 (0)1628 427250Email: developed to meetyour specific needsMore complex solutions coveringskills gap analysis, through toplanning, development and delivery

Getting the best from your brand in difficult times21 CPD hoursCoursecode0039Level AdvancedDuration3 days Venues and datesMoor Hall, Berkshire201114-16November201220-22February18-20June16-18OctoberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßBrand Masterclass (p55) Brands are often an organisation's most valuableasset and this course offers numeroustechniques to build this value now. You willdevelop confidence in using the tools of brandingto revitalise your brand and bring it to life. Theresults will transfer into improved profit potentialand long term equity growth for your brand. Benefits to you and your company Confidence and skill in building and managingbrands is highly valued. By attending this course,you will benefit hugely from an insight into thetheory and practice of branding.Successful branding today relies less onexpensive budgets and more on clever thinking.Numerous current examples of this are presentedand evaluated, so your organisation will be betterequipped to plan to build brand value.Who this course is for Brand managers, assistant brand managers and executives with responsibility for brandingare invited. Business experience is welcome but a background in theoretical marketing is not needed. What you will learn ßThe secrets of successful positioning and howto achieve it.ßLearn new and exciting ideas to develop yourbrand identity.ßBring your brand fully alive using key driversand sensory branding.ßDevelop your positioning strategy into greatcommunications in the wired world.ßDemonstrate the value of your brand withmeasurements that prove the business case.Learning approachDelegates are encouraged to bring their ownwork to the course but case studies areprovided to those who prefer. The course isinteractive and fun with many current examplespresented including video cases.Marketing the BrandWhy the NHS brand is so much more than its famous logo 7 CPD hoursCoursecode0418Level AdvancedDuration1 dayVenues and datesLondon201128September 201224January 03OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßPrinciples of Marketing for the NHS (p36)ßMarketing Metrics in theNHS (p85) The NHS brand is more than just a logo; it affectsall patient and public engagement and experience.This course will enable delegates to understandthe role of branding in NHS organisations and todevelop strategies whereby full use of the brand'svalue can be made - both internally and externally.Benefits to you and your company You will learn how to measure the value of the NHS as well as organisational brands youwork with, and embed them in the public andpatient experience.Your organisation will have a more coherentapproach to brand management for use within your communications and engagementstrategic plans.Who this course is forDirectors, senior managers and heads of service,including communications and patientengagement managers.What you will learn ßRecognise the components of effectivebranding strategies.ßTranslate these within the context of the NHSbrand.ßApply them to a range of differentstakeholders.ßDevelop ways of managing the brandeffectively as a provider and employer.ßCommunicate your branding strategy to seniorcolleagues.Learning approachßLecture.ßGroup discussion.ßWorked examples.ßSample presentations.The Role of Branding in the NHSBranding54Training bookings and advice +44 (0)1628 427200Residential optionIn partnership with