EMPLOYER BRAND AND EMPLOYEE EXPERIENCE

EMPLOYER BRAND AND EMPLOYEE EXPERIENCE

Employer brand and HR marketing are emerging tools serving to recruit and build staff loyalty, meet image targets in terms of employees, attract and retain the best talents, engage to engage and drive energy, both internally and externally.
 

DIGITAL TRANSFORMATION AND EMPLOYEE ENGAGEMENT

The integration of digital technology and digital marketing into businesses raises human, cultural and organisational challenges. In-house drive is key to the success of this change: engaging staff in a customer service culture, in a project and shared enthusiasm for a profession, values and ethics.

Through the prism of ‘Employer Brand’, the company engages in CSR and sustainable development programmes, imposes rules (e.g. equal opportunities) which come into being through action plans (e.g. support for mobility, fostering career advancement, creation of a recruitment charter, or support for intrapreneurship, etc.).

It multiplies and shares its engagements and programmes, via traditional media, social networks of all kinds, intranet, collaborative platforms and career sites, via street marketing or applications and connected objects.

 

OBJECTIVES OF THE EMPLOYER BRAND AND EMPLOYEE EXPERIENCE MAJOR

Design an employer brand strategy to enable a company to recruit, onboard, retain and engage the talents required for its growth: employer brand strategy, human resources, employee advocacy, in-house communication, employee engagement.

SKILLS AND COURSE THEMES

(ECTS total without additional options: 60)

 

SKILLS

• Devise strategic reflections aimed at developing and promoting the influence and reputation of a brand/company
• Decide on the influence strategies to implement
• Identify and anticipate internal and external risks
• Advise company spokespeople and the executive committee

 

CORE PROGRAMME THEMES UE2 (150 HOURS)

• Leader communication and influence
• Digital influence and reputation + social media workshop
• Crisis communication and media training
• Production tools: CAM / Podcast / Video
• Workshop 1: Digital influence and reputation
• Workshop 2: Crisis game

 

EMPLOYER BRAND AND EMPLOYEE EXPERIENCE MAJOR - COURSE THEMES

• Human resources and managerial trends
• Employer brand strategy
• Internal communication and experience management
• Employee advocacy

In addition:

• Future of Work lab
• Further study (to choose from) of international internal communication, work life quality
• 1 elective course outside of the specialisation
• Workshop: Employer brand strategy
• Workshop: In-house communication