Employer Brand Strategy
This course gives you the models and frameworks you need to build a world-class employer brand for your organization.
Overview
What does the Employer Brand Strategy Course cover?
What does the Employer Brand Strategy Course cover?
In this course you will learn...
01
How to audit and define your employee value proposition (EVP)
Access key frameworks to identify what’s working about your organization’s current EVP, and how you can use these strengths to shape your future direction.
02
How to identify key metrics that matter to your organization.
Apply flexible models to identify which metrics to use to measure your employer-branding progress and the common metrics to avoid.
01
How to create a consistent brand experience.
Use powerful tools to map your existing experiences, understand which areas to prioritize, and build a consistent brand experience that serves your strategy and goals.
02
How to align your employer brand with business priorities.
Map your employer-brand objectives to business priorities to gain leadership buy-in an essential tool for obtaining budget, resource and support for your project.
Modules
- What is employer brand?
- What is an employer-brand strategy?
- Building a business case for employer branding
- Employer branding architecture
- The five rings of quality
- Auditing your existing employer brand
- Researching for employer brand
- The three Cs of employer-brand reputation
- Building strategic differentiation
- Injecting personality into your employer brand
- Key metrics that matter
- Auditing your existing employee value proposition (EVP)
- The Give & Get approach to building an effective EVP
- The Give: identifying company expectations
- The Get: pride, priority, preference
- Ripples of rollout: creating levels of control
- Objectives, goals, strategies and measures
- Talent experience: investing time, energy and money
- The value of empathy mapping
- Experience mapping and designing
- Storytelling using the And, But, Therefore framework
- The Lightsaber Test: identifying what’s important to your story
Who this course is for
This course is designed for professionals who are responsible for shaping how an organisation presents itself as an employer - whether that is a strategic priority or an emerging one.
It is best suited to:
- HR leaders and HR Business Partners who need to connect employer brand to workforce planning and business performance
- Talent acquisition and recruitment marketing professionals building or refining attraction strategies
- Internal communications specialists looking to align employee experience with external brand perception
- Employer brand practitioners who want a structured, repeatable framework to replace ad hoc activity
The course benefits both those new to employer branding and experienced practitioners who have been working without a formal strategy. It is particularly valuable when your organisation is experiencing high turnover, struggling to attract the right candidates, preparing for a rebrand, or seeking leadership buy-in for employer brand investment.
Common challenges this course helps solve
Many HR and employer brand professionals come to this course facing one or more of the following situations:
| Challenge | What the course addresses |
|---|---|
| EVP feels generic or outdated | Module 2 provides a structured audit and the Give & Get framework to rebuild it authentically |
| Difficulty getting leadership buy-in | Module 2 covers aligning brand objectives to business priorities to secure budget and resource |
| No clear metrics to report on | Module 1 covers which metrics matter and which to avoid |
| High volume of applicants but poor quality of hire | Module 1 addresses strategic differentiation and reputation to attract the right candidates |
| Inconsistent candidate or employee experience | Module 3 covers experience mapping and designing a consistent brand journey |
| Starting from scratch with no formal strategy |
The Introduction module builds the business case and foundational architecture from the ground up |
How the course works
The Employer Brand Strategy course is fully on-demand, so you learn at your own pace without fixed schedules or deadlines. Content is structured across three core modules - Reputation, Expectations, and Experience - each built around practical frameworks you can apply directly to your organisation.
Lessons combine video instruction with structured exercises. The course includes an assignment submission, which gives you the opportunity to apply the frameworks to your own employer brand.
Total completion time is approximately 12.5 hours. Once enrolled, you retain access to all course materials, so you can revisit individual lessons, refresh your knowledge, or return to specific frameworks as your employer brand evolves.
What you will be able to do after completing it
By the end of this course, you will be able to:
- Audit your existing EVP to identify what is genuinely compelling and where the gaps are
- Define your employer-brand priorities based on reputation, expectations, and employee experience
- Align your employer-brand objectives with business goals to build a case for leadership support and budget
- Map the talent experience to identify where perception and reality diverge
- Select meaningful metrics that demonstrate employer-brand impact without relying on vanity data
- Create a consistent brand experience across the candidate and employee journey
Trusted by global brands
Happy customers from world-leading organizations across all industries.
Frequently asked questions
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Is this course suitable for beginners?
Yes. The course is structured to benefit both those new to employer branding and experienced practitioners working without a formal framework. You do not need prior knowledge of EVP development or brand strategy to follow the content and apply the frameworks.
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How long does the course take?
The estimated completion time is 12.5 hours. Because the course is fully on-demand, you can work through it in concentrated blocks or spread it across several weeks - whichever suits your schedule.
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Is there an assignment?
Yes. The course includes an assignment submission as part of the learning process. This is designed to help you apply the frameworks directly to your own organisation, rather than work through the material in the abstract.
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Does the course include HRCI credit?
Yes. The Employer Brand Strategy course is approved by the HR Certification Institute® (HRCI®) and is equivalent to 12.5 recertification credit hours. It is approved towards aPHR™, aPHRi™, PHR®, PHRca®, SPHR®, GPHR®, PHRi™ and SPHRi™ recertification.
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Can teams enroll together?
Yes. Group booking options are available for teams who want to work through the course together. Contact [email protected] to discuss team enrolment and pricing.
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What is the difference between the single course and the bundle?
The single course gives you access to Employer Brand Strategy at $247. The bundle combines Employer Brand Strategy with the Employer Brand Development course for $397 - a saving of $97. The Development course covers the practical execution of employer brand, making the bundle a natural progression from strategy to implementation.
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What happens after I enroll?
You get instant access to all course content. There are no start dates or expiry windows - you can begin immediately and return to the material as often as you need.
Why Employer Brand Strategy matters
Most organisations have an employer brand - whether they have shaped it deliberately or not. The question is whether it is working for them or against them.
A well-defined employer brand strategy starts with a credible EVP: one that is honest about what the organisation asks of its people and clear about what it genuinely offers in return. When that EVP is authentic, it does more than attract candidates - it sets accurate expectations that reduce early attrition and improve the quality of hires over time.
The connection between employer brand and employee experience is direct. Organisations that invest in understanding and improving that experience see stronger retention, higher engagement, and a workforce that advocates for the brand without being asked to. That advocacy is one of the most cost-effective recruitment tools available.
For HR and talent leaders, employer brand strategy is also a leadership conversation. Connecting brand activity to measurable business outcomes - reduced cost per hire, improved offer acceptance rates, lower turnover - is what converts employer branding from a communications function into a strategic priority that earns sustained investment.
We’re accredited!
Happydance Academy courses are HRCI® approved.
The Employer Brand Strategy Course and Employer Brand Development Course are both equivalent to 12.5 credits.
Our courses have been approved for business recertification credit hours towards aPHR™, aPHRi™, PHR®, PHRca®, SPHR®, GPHR®, PHRi™ and SPHRi™ recertification through HR Certification Institute® (HRCI®).
Still have questions?
Want to know more about our employer branding courses, enrollment, or accreditation? Drop us a line at [email protected] we’re happy to help!
You can also check our FAQ section below.
The Employer Brand Strategy Course and Employer Brand Development Course are both equivalent to 12.5 credits.
Our courses have been approved for business recertification credit hours towards aPHR™, aPHRi™, PHR®, PHRca®, SPHR®, GPHR®, PHRi™ and SPHRi™ recertification through HR Certification Institute® (HRCI®).
Still have questions?
Want to know more about our employer branding courses, enrollment, or accreditation? Drop us a line at [email protected] we’re happy to help!
You can also check our FAQ section below.
