Program detayları:

Developing an powerful Employer Brand Strategy for your business in Turkey

Simon Barrow, creator of the EB approach, is facilitating a one day workshop in Istanbul 7^th October 2010 organised by Realta

Why should you attend?

Brand management is no longer the sole preserve of the marketing function. It has also become a vital skill-set for Human Resources. Developing a strong employer brand will significantly enhance your organisation’s ability to attract, engage and retain the kind of talent it needs to succeed. Learning the core concepts and techniques of brand management will also help you to strengthen the relationship between HR and your customer facing business partners in line management and marketing.

Turning theory into practice.

In addition to providing you with a good grounding in the theories that underpin the discipline of brand management, this course will also provide numerous case study examples of employer brand management in practice. You will also be given the opportunity to work through many of the challenges faced by your own organisation in developing and implementing an effective employer brand strategy.

Key areas to be covered in the programme and documentation.

Discussion on business issues in Turkey which make this subject relevant

The fundamentals of brand management

• Master the key concepts underpinning the practice of branding and brand management
• Understand the relationship between product, service, corporate and employer brands
• Explore the brand challenges and opportunities presented by today’s highly competitive labour market
• Develop an employer brand roadmap

Employer brand insight

• Identifying the potential business value of your employer brand strategy (winning the support of your Senior Management team)
• Conducting a talent and engagement audit
• Defining your external target market
• Exploring the competitive context
• Determining the current ‘health’ of your employer brand
• Identifying engagement and retention drivers
• Clarifying the distinctive values and behaviours that define your current corporate culture

Developing your employer brand proposition

• Identifying your optimum market positioning
• Finding the right positioning within the corporate brand hierarchy (the role of parent brands in multi-brand environments)
• Defining what makes you special (your employer brand attributes)
• Clarifying what you want to be famous for (your headline proposition)
• Determining your most powerful ‘reasons to believe’
• Balancing credibility with stretch aspirations
• Developing value propositions for specific target groups

Developing an employer brand (action) plan

• Exploring the critical employer brand ‘touch-points’ and ‘moments of truth’
• Identifying the appropriate ‘brand of leadership’
• Putting the employer brand into the context of the HR strategic plan
• Identifying key stakeholders and audiences
• Determining your key performance indicators
• Developing a one, three and five year brand plan
• Winning approval and active commitment from the SMT

Employer brand communication

• Engaging the wider management team
• Effective employee communication and consultation
• Launching the employer brand to all employees (the pros and cons of an organisation-wide roll-out)
• Applying the employer brand to your intranet and career site
• Developing employer brand led recruitment and PR campaigns

Employer brand management in Turkey 2010

• Embedding the employer brand in business as usual process and practice. Identifying the local issues which are relevant to your organisations
• Developing an employer brand toolkit
• Establishing a balanced brand vitality scorecard
• Maintaining momentum through ‘episodic’ internal communication
• Creating an employer brand  framework (roles, responsibilities and reporting lines)

 Benefits to you

• Mastering a cutting edge discipline that’s reshaping the contours of modern HR management
• Gaining insight into the employer brand practices of many of the most admired companies globally eg Avon Cosmetics, Unilever and Cisco,
• Giving you all the practical tools you need to create your own employer brand strategy
• Making a greater impact on your organisation’s commercial agenda through a more in depth understanding of how HR can help to improve corporate reputation and customer brand performance.

Who should attend?

Human Resource Directors, Marketing Directors and specialists in Talent Management, Resourcing, Organisational Development, Employee Engagement and Communication. This programme would be equally relevant to corporate brand / marketing specialists with accountability for employer brand reputation.

About your Workshop Leader – Simon Barrow

Simon Barrow was the originator of the Employer Brand approach and is the leading global speaker on this topic – this is the first time that he has led a workshop in Turkey and looks forward to discussing how the EB can help to address the major issues delegates face.

Simon spent eight years as a brand manager with Colgate-Palmolive before joining the advertising business and later becoming CEO of Ayer Barker. After ten years he then became CEO of Barkers Human Resources – which included the consultancy People in Business, the buy out of which he led in 1992.

It was his combined experience of working in marketing and HR that led to Simon’s creation of the Employer Brand concept, and the development of an approach to employer brand management which aims to bring to people’s working experience the same care and coherence they would expect if they were valued customers. His book, written with PiB colleague Richard Mosley ‘The Employer Brand – bringing the best of brand management to people at work’’ was published by Wiley in 2005 and is now in German, Spanish, Swedish and Russian. He has led workshops in Shanghai, Hong Kong, Toronto, San Francisco, London and across Europe.

Simon believes that great brands are today built from the inside out, and that the process starts at the top.

En gözde şirketler 2010 belli oldu.

98 üniversiteden yaklaşık 13852 öğrencinin katıldığı araştırmada öğrenciler en çok çalışmak istedikleri şirketleri sebepleriyle birlikte belirttiler.

Araştırma ile temel olarak aşağıdaki sorulara cevap arandı:

• Öğrencilerin Türkiye’de en fazla çalışmayı arzuladıkları şirketler hangileridir?
• Öğrenciler bu şirketlerde niçin çalışmak istemektedirler?
• Öğrencilerin tercihlerinde etkili olan temel faktörler nelerdir?
• Öğrenciler şirketler hakkında nasıl bilgi edinmektedirler?
• Farklı bilgi kaynaklarının öğrencilerin tercihlerine görece etkisi nedir?

Bu çerçevede şirketlerin sunmuş oldukları Çalışan Değer Önermelerinin (Employee Value Proposition) öğrencilerin tercihlerine etkileri incelendi.

Bu yıl 2009 yılındaki çalışmadan farklı olarak, şirketleri tanımlayan kişilik özellikleri de araştırma modeline dahil edildi.  Öğrencilerin bilgi edindikleri kaynaklar ise Ağızdan Ağza İletişim (Word of Mouth), Tanıtım Çalışmaları (Publicity), İlan/Reklam (Advertisement) ve Kurumsal Bilgi Kaynakları (Institutional Information Sources) başlıkları altında ele alındı.

Araştırma hakkında bilgi ve şirketinize özel raporu satın almak için info @ realta.com.tr mail gönderebilirsiniz. Örnek raporu görmek için tıklayın.

Bloomberg BusinessWeek Türkiye 2010 haberini okumak için tıklayın.

BusinessWeek Türkiye 2009 haberini okumak için tıklayın.