Program Overview

Program Overview

The Employer Branding program is a postgraduate course aimed at training specialists in managing an employer's image, possessing interdisciplinary, practical, and up-to-date knowledge in the field of modern tools, latest trends, research, and best practices in employer branding.

Program Description

The program focuses on building relationships between students and business practitioners, as well as enhancing students' skills in internal and external communication, modern recruitment and selection management, e-HR, talent management, development, and diversity. The course covers various aspects of employer branding, including building an employer's image inside and outside the organization, measuring the effectiveness of strategies, and creating a friendly and attractive work environment.

Program Structure

The program consists of four blocks:

Block I: Fundamentals of Employer Branding

• Building an employer's image based on candidate and employee experiences (6 hours)
• Building an employer branding strategy (8 hours)
• Building an employer's image inside the organization (10 hours)
• Building an employer's image outside the organization (10 hours)
• The power of personal branding in employer actions (8 hours)
• Target groups - personas & JTBD (8 hours)
• Measuring employer branding strategy effectiveness (8 hours)

Block II: Modern Recruitment and e-HR Management

• E-recruitment: research, tools, trends (8 hours)
• Mobile tools and automation of employer communication in EB (10 hours)
• Employer branding in social media (8 hours)
• Labor law and flexible employment forms in practice (8 hours)
• Archetypes and brand language (4 hours)

Block III: Building an Employer's Image Inside the Company

• Internal and crisis communication (8 hours)
• Organizing employee events (6 hours)
• Employee remuneration and motivation (8 hours)
• Diversity management (8 hours)
• Being a socially responsible company in the ESG context (6 hours)
• Creating a friendly work environment (6 hours)

Block IV: Building an Employer's Image Outside the Company

• Recruitment and image campaigns - from idea to implementation (16 hours)
• Video in employer branding (6 hours)
• Audio in employer branding (6 hours)
• Designing useful career pages (6 hours)
• Design thinking in HR (6 hours)
• Content marketing in employer branding (4 hours)
• Employer branding on stage: the art of presentation and public speaking (6 hours)
• Storytelling as a tool for building a strong brand (8 hours)

Final Project

The final project involves planning a recruitment campaign based on the knowledge acquired during the course.

Graduate Profile

The program is designed for individuals interested in employer branding, particularly HR, PR, and marketing professionals, as well as recruitment and consulting firms. Graduates will acquire knowledge and skills in designing and implementing internal and external employer branding strategies, modern recruitment and e-HR management, talent management, and diversity management.

Additional Information

• Duration: 2 semesters
• Admission criteria: registration through the IRK system, with qualification based on the order of paid applications
• Number of places: minimum 28, maximum 33