Media Release

25 November 2011    

For immediate release

"New Certificate Training Program to Lift the Standard of Employer Brand Management"

The world’s first accredited Employer Brand Leadership training program was launched today by Brett Minchington, Chairman/CEO of Employer Brand International at The University of Adelaide, Australia.

The Certificate in Employer Brand Leadership training program includes ten modules focused on developing leadership skill and capability in employer brand management. The course will use the text "Employer Brand Leadership - A Global Perspective" and be supported by readings from a diverse range of academics, strategists and practitioners who are driving employer branding best practice around the world.

Course founder, Mr Minchington said, "The aim of the course is to raise the standard of employer brand management across the line management function. Too often the company's employer brand strategy is left to only one or two leaders from the marketing or human resources function. For companies to create competitive advantage in attracting and retaining talent the mindset around employer brand management needs to change. There is a lack of leadership capability to develop, implement and managed the employer brand and our aim is to promote and develop an accredited training program that will bring a higher level of professionalism to our industry."

The launch class involved students currently studying their Masters of Business Administration (MBA) at the University of Adelaide.  The students come from a diversity of industries and agreed that the attraction and retention of talent is the number one issue facing their companies over the next three years.

Course coordinator Dr Stephen Goodman said, "It was great to have the new course launched with the MBA students as employer branding is a growing field of interest but hasn't yet reached a critical mass where it is offered as an elective or core module in University courses. Most of the managers in the course are from outside a HR or marketing field and whilst employer branding is more likely to be driven from one of these departments, managers across all functions need an understanding of what best practice is in attracting, engaging and retaining talent. At the end of the day, line managers are responsible for bringing the employer brand to life and it begins with having the right training.

The new Certificate course has been designed to appeal to managers across all functions. "At our conferences around the world the delegate profile usually consist of between 60-80% HR managers and the remainder of managers from either a Marketing or Communication function. This course will allow employer brand management to embed deeper inside organizations by raising the awareness, knowledge and benefits of employer branding and capabilities of line managers to deliver an employment experience better aligned with what is being sort (and in many cases demanded!) by employees they lead," Minchington said.

The Certificate in Employer Brand Leadership will be delivered through EBI's global network of leadership training facilitators.

To view photos on Facebook from the launch please visit Employer Branding Online on Facebook click here>

For course inquiries please contact

Andrea Fielding, Global Relationship Manager, Employer Brand International
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COURSE INFORMATION

To download the course brochure please click here>

CORE MODULE A
THE BUSINESS CASE FOR EMPLOYER BRANDING

Study Unit 1: The Fundamentals of Employer Branding (EBLFU)

CORE MODULE B
BEST PRACTICE IN EMPLOYER BRANDING

Study Unit 2: Employer Brand Leadership Principles & Practices (EBLPP)
Study Unit 3: Employer Brand Strategic Management (EBLSM)
Study Unit 4: Employer Branding Mapping & Competitor Analysis (EBLCA)
Study Unit 5: Employer Brand Analytics & Reporting (EBLAR)
Study Unit 6: Contemporary Practices in Employer Branding & Social Media (EBLSM)
Study Unit 7: Employee and Customer Experience (EBLCE)

CORE MODULE C
THE FUTURE FOR EMPLOYER BRANDING

Study Unit 8: Employer Branding Social Responsibility (EBLSR)
Study Unit 9: Future Trends in Employer Branding (EBLTD)
Study Unit 10: Employer Branding Case Study Analysis (EBLCS)

About Employer Brand International
EBI provides research, advisory and thought leadership in employer branding through strategic consulting, conferences/training, publications, research and global think-tanks. EBI’s expert services are provided through an international network of expert employer brand Senior Associates. EBI’s Global Advisory Board consists of leading corporate professionals and academics from around the world.  For more information, please visit www.employerbrandinternational.com

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