Employer Branding

Brief description

  • Relationship between all organizational brands (company brand, consumer brand, employer brand)
  • Difference between employer branding, recruitment and HR or recruitment marketing
  • Tasks and activities in employer branding, e.g. process of building an employer brand
  • Gender & diversity in employer branding
  • Target groups and analysis of the current situation (own organization and competition)
  • Employer branding concepts, positioning approaches and Employee Value Proposition
  • Internal and external, digital and offline measures and communications of an employer brand
  • Employer branding KPIs

Mode of delivery

face to face

Type

compulsory

Recommended or required reading and other learning resources/tools

Ellis, J. (2020). Talent Chooses You: Hire better with Employer Branding.SaltLab //
Adams, B. & Marshall, C. (2020). Give & Get Employer Branding: Repel the Many and Compel the Few with Impact, Purpose and Belonging. Houndstooth Press. //
Mosley, R. (2014). Employer Brand Management: Practical Lessons from the World’s Leading Employers. Wiley. //
Armstrong, M. & Taylor, S. (2023). Armstrong's Handbook of Human Resource Management Practice: A Guide to the Theory and Practice of People Management (16th edition). Kogan Page.

Planned learning activities and teaching methods

Blended learning (online and presence teaching, inverted classroom with e-learnings for self-study), single and group activities for self-study (e.g. micro presentations in class) as well as follow-up discussions of open questions, guest lecture on current trends and examples of concepts and strategies, online quizzes during self-study phases for individual learning success checks or during presence phases as repetition

Assessment methods and criteria

Written final examination (60 %, open questions, open book).
Content criteria of the final examination: degree of problem identification and problem characterization, correctness and complexity of the solutions with regard to technical and methodological competence.
Formal criteria of the final examination: completeness of the answers, linguistic differentiation and independence of the presentation of results.
Immanent assessment of learning outcomes (40 %, e.g. in the form of intermediate tests, small group work for creation of an employer brand based on an existing brand, presentations).
Content criteria immanent assessment: degree of problem identification and problem characterization, complexity of solutions in terms of technical and methodological competence, consideration of the individual case study context and confidence in answering concluding questions.
Formal criteria immanent assessment: compliance with formal requirements, linguistic differentiation and correctness, independence and creativity in the presentation.

Prerequisites and co-requisites

Einführung zu People Management & Employee Lifecycle

Infos

Degree programme

People & Culture Management (Bachelor)

Cycle

Bachelor

ECTS Credits

3.00

Language of instruction

English

Curriculum

Part-Time

Academic year

2025

Semester

2 SS

Incoming

No

Learning outcome

After successful completion of this course, students are able to:

  • describe what a brand is and build the connection between company brand, consumer (product) brand and employer brand,
  • differentiate between the goals and reach of employer branding and recruitment as well as HR or recruitment marketing,
  • identify and analyse the tasks, requirements and activities involved in employer branding and HR or recruitment marketing,
  • explain why best practice in employer branding does not exist and give examples for outstanding branding concepts, including suitable ways to address gender & diversity principles in brand communication,
  • compare conservative to disruptive employer branding concepts and apply them to different contexts and (organizational or national/regional) cultures,
  • develop candidate personas according to relevant sets of target groups, investigate the current situation of the employer and its competitors and deduct differentiated brands for key and bottleneck functions,
  • build an Employee Value Proposition and coherent touchpoint strategies including suggestions for suitable digital and offline, internal and external communications and
  • classify employer branding KPIs and apply them to a specific employer branding project or management strategy.

Course code

1582-24-01-BB-DE-13