Employer Brand Management

Bachelor 2022/2023

Type: Elective course (Business Administration)

Area of studies: Management

Delivered by: Department of Organisational Behaviour and Human Resource Management

Where: Graduate School of Business

When: 3 year, 4 module

Mode of studies: offline

Open to: students of all HSE University campuses

Instructors: Реутская Мария Андреевна

Language: English

ECTS credits: 4

Contact hours: 40

Full Syllabus

Abstract

Employer brand management is a HR-led activity that helps companies attract, retain and engage best talents that give company strong competitive advantage. Employer branding is a strategic tool for the company management. In the context of demographic downturns, the growth of the global gross product and the acceleration of technological progress, the transformation of the "employer market" into the "employee market" representing the struggle for best talents around the world is becoming increasingly acute. It’s people with their knowledge, motivation and dedication to the brand, who determine the unconditional competitive advantage of the company in the market, its sustainability, innovation and long-term development. Best talents demonstrate higher performance rates, initiatives and create new ideas that lead to market success. If the company want to work with best candidates and employees it should pay attention to its employer brand. This is a company image as an employer based on employee value proposition which includes various social, economic and psychological benefits. This course give students understanding how to create company EVP using research and align it with the company’s strategy. Students will learn how to create and implement employer brand management system, external and internal communication strategy based on EVP. Also students study how to manage candidate and employee experience using EVP. The course is based on case studies and practical approaches from Russian and international practices.

Learning Objectives

• Understanding actual Russian and international Employer brand and labor market trend and their implementation to people management processes with focus on communication and marketing for HR especially employer brand management.
• Get understanding of employer brand and employer brand management, actual approach to EVP project – from research to developing – and EVP implementation in HR communications and HR processes.
• Mastering in employee brand promotion – from communication strategy to different modern marketing and communication tools which can be used companies for achieve employer branding goals.
• Knowledge of employee journey map and employee experience management and best Russian and international practice in this area.
• Learning skills of implementing marketing and communication tools for HR management.

Expected Learning Outcomes

• Students should knowbasic concepts, definitions, theoretical and practical approaches in employer brand (EB) management. Understand how to use Employee Journey Map. Can estimate the company's corporate mission, vision and values, employee engagement.
• Studentsshould be able to analyze external and internal environment, find factors that influence the company’s employer brand.Analyzefactorspositively and negatively affecting the company’sEB strategy.
• Students should be able to research external and internal target audiences, conduct competitor analysis through using appropriateresearchmethodologies. Hold analysis of the current assessment and preferences of the target audience.
• Students should be able to develop an employer brand pyramid. Understandsand be able to formulate the employee value proposition (EVP). Know how to defineemotional and functional advantages, attributes of employer brand. Know how to work with KPIs and EB metrics.
• Students should be able to evaluate the effectiveness of internal communicationsEB by using metrics. Correctly uses internal communicationsformats, channels and tools. Understandshow Corporate Social Responsibility, well-being and Diversity &Inclusion programs affect EB. Knowshow to plan and build internal communication programs for employees.
• Students should know key tools and formats ofexternal communications EB (both online and offline promotion activities). Should be able to estimate the cost of searching for a candidate through different channels.
• Students should be able to develop employeeambassadors programs andreferral programs, including work with ambassadors (selection, launch, educational content, motivation and performance evaluation).
• Students should be able tobuildemployer brand communication plan using performance metrics and SMART model.
• Students should understand the role of stakeholders and top management for the employer brand and the role of leaders in employer brand formation, implementation and maintenance.

Course Contents

Section 1. Terminology and definitions. Key concepts and fundamentals of Employer Brand
Section 2. Employer brand audit. Targeting and segmentation of target audiences
Section 3. Development of the employer brand strategy and EVP - employer value proposition
Section 4. Employer branding tools. Internal communications as the basis of an internal Employer branding
Section 5. Employer branding tools. External Employer branding
Section 6. Building an employer brand communication plan, performance metrics
Section 7. The role of stakeholders and top management for the employer brand

Assessment Elements

Practical team project
Home task, work in groups
Work on seminars
Activity in classes
Exam
A student confirms a written task offline with 1 hour preparation time and downloads the work in the exam folder.

Interim Assessment

2022/2023 4th module
Practical team project: Проект * 0.3 + Work on seminars: Активность * 0.24 + Exam: Письменная работа * 0.46

Bibliography

Recommended Core Bibliography

Mosley, R. (2014). Employer Brand Management : Practical Lessons From the World’s Leading Employers. Chichester, West Sussex, United Kingdom: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=817775
Ruck, K. (2015). Exploring Internal Communication : Towards Informed Employee Voice (Vol. Third edition). Farnham, Surrey: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=841542

Recommended Additional Bibliography

Barrow, S., & Moseley, R. (2005). The Employer Brand : Bringing the Best of Brand Management to People at Work. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=146011
Martin, G., & Hetrick, S. (2006). Corporate Reputations, Branding and People Management. Amsterdam: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=166946
Minchington, B. (2011). where to next for employer branding? Human Resources Magazine, 16(4), 22. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=66961350

Authors

REUTSKAYA MARIYA ANDREEVNA

Course Syllabus