One-day training course delivered in London to an audience of HR practitioners, marketing professionals, recruiters and recruitment advertising agencies.

1. Employer branding by Fluid June 2010

2. Contents 3-4 Introduction to Fluid 5-6 Definitions 7-8 Looking for the X factor in a job brand 9-10 Building competitive advantage 11-12 Rules of attraction 13-15 Research costs 16-17 Talent and the recruitment marketing mix 18-19 The employee platform 20-21 The strategic platform 22-23 Excellence framework 24-25 Creating a successful employee value proposition 26-27 Employer brand development and communication 28-29 What is actively managed? 30-31 Working on digital platforms 32-33 Real-life example 34-35 Bringing the employer brand to life 36-37 Limiting reputation damage after job cuts 38-44 Developing and maintaining the employer brand 45-46 The future of employer branding and HR 47-48 Exercise 49-50 Case studies 51-52 Conclusion and questions

3. Page 3 Introduction

5. Selection- Attraction - Remuneration & Reward - Outplacement - Training & HR consultancy

6. Page 5 Definitions

7. Page 6 Definitions

8. Page 7 Looking for the X factor in a job brand

10. Leaving first job

11. Joining current job

14. Design

15. Integration

18. Focus on your audience

19. Honesty is the best policy

20. Keep in interesting

21. Look beyond convention

22. Consider value as well as cost

25. Recruitment costs

26. Incentives

27. Venue hire

28. Moderation fees

29. Analysis and reporting

30. Project management

32. Telephone interviews

33. Online surveys

34. Street surveys

37. Commit

38. Contribute

41. Recruitment and induction

42. Compensation and benefits

43. Career development

44. Employee research

45. Reward and recognition

46. Communication systems

49. The mission, vision and values

50. Corporate social responsibility

51. Leadership

52. Corporate reputation and culture

53. People management policies and practices

54. Performance management

57. Consider the employee and strategic level elements that impact on your employer brand

58. Analyse the impact of your corporate brand

59. Identify the market forces that need to be monitored

62. Identity

65. Analysis, interpretation and creation

66. Implementation and communication

69. Employee communications

70. Learning and development

71. Leadership and management behaviours

72. Careers website

73. Performance management

74. Public relations

75. Physical working environment

76. IT, technology and communications

79. Don’t do something just because it is new or because everyone else is doing it

80. Tap into the expertise of an expert

81. Don’t create something and leave it

82. Track and measure everything you do online

85. Competence

86. Courage

87. Human insight

88. Humour

89. Realism

92. Brand champions

93. Events and workshops

94. Role of HR

95. Internal communications

98. Offer leaving employees support to find a new job

99. Communicate as clearly and factually as possible

100. Make sure remaining employees know what is expected of them

101. Ensure line managers offer praise and incentives

104. Alignment to vision and value

105. Increase recruitment performance overall

106. Compete effectively for labour in local markets

107. Increase employee satisfaction

108. Compete effectively for labour in the national and international markets

109. Improve productivity and service delivery

110. Reduce attrition

112. Join it up

113. Meet the ‘on-a-shoestring’ challenge

114. Engage your people

115. Communicate

117. Get top-level buy-in

118. Get marketing involved

119. Get the brief right

120. Invite the right partner to pitch

121. Make your decision for the right reasons

122. Understand the process and the costs

123. How will you roll it out?

125. Show a return on investment

126. Decide what you want to be famous for

127. Take your partners

128. Talk to your own people first

129. Launch it to the world

130. Keep your promises

131. Don’t forget to measure

133. Set clear objectives

134. Get boardroom buy-in

135. Work with passionate experts

136. Remember this is science

137. Remember this is also art

138. Be flexible

139. Test it out

140. Let it live

142. Communicate internally and externally

143. Research & implement technology

144. Standardised templates

145. Delegate a single point of contact

148. HR may split in two

149. Tomorrow’s CEO may spend as much time working on their organisation’s reputation than with the investment community

151. Page 48 Exercise

152. Page 49 Case studies

153. Page 50 Case studies

154. Page 51 Conclusion & Questions

155. Page 52 Conclusion Summary 30 things you need to know about employer brands Questions