This document outlines an agenda for a course on employer branding. The agenda includes introductions, defining internal culture as the first step, defining external perception as the second step, strategy definition as the third step, platforms, best practices, and a conclusion. It also provides brief biographies of the instructor and introduces participants. Key aspects of employer branding discussed include defining the employer brand identity, the concept of employee advocacy, the need for employer branding, and defining internal culture and external perception as important steps in the strategy. Metrics and best practices for employer branding are also mentioned.

1. www.letstalkgroup.com
Employer Branding | Atração, Retenção e Motivação
POR: MIGUEL LUÍS
01 DE MARÇO DE 2017

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AGENDA
1. Introdução aos conceitos
Employer Branding | Employee Advocacy
2. Clima Interno: Passo #1
3. Percepção Externa: Passo #2
4. Definição da Estratégia: Passo #3
5. Plataformas
6. Best Practices (exemplos)
7. Fecho do Curso e Avaliação Reactiva da Formação

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MIGUEL LUÍS
People Management & Marketing Specialist
vTransporta (GO>Express & GO>Log)
vosBelenenses SAD
vCRHLP
vHootsuite Ambassador
Linkedin Profile: https://pt.linkedin.com/in/mluis
Personal Profile: http://migueluis.branded.me
Blog: http://acorujaportuguesa.tumblr.com

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A TURMA
BREVE APRESENTAÇÃO:
NOME
FUNÇÃO
QUAL O INTERESSE NA TEMÁTICA DO EMPLOYER BRANDING?
EXPECTATIVAS SOBRE A FORMAÇÃO?

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WHAT IS IT?
“If employer branding is the
process, the employer brand is the
identity of a company as an
employer of choice.”
BRAND VALUES
vTrue
vCredible
vRelevant
vDistinctive
vAspirational

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THE CONCEPT | EMPLOYEE ADVOCACY
WHAT IS IT?
“At its core, employee advocacy is
the promotion of an organization by
its staff members.”
HOW?
vWord of Mouth
vSocial Media
vProduct/Service Use
vReferrals

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QUAL A NECESSIDADE DE HAVER EMPLOYER BRANDING?

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THE STRATEGYTodospresentesagoranasuaorganização!

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THE STRATEGY
Gerações diferentes, abordagens diferentes!

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THE STRATEGY
Saída da
Organização
AtraçãoRetenção

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CLIMA INTERNO: PASSO #1

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CLIMA INTERNO: PASSO #1

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CLIMA INTERNO: PASSO #1

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CLIMA INTERNO: PASSO #1

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CLIMA INTERNO: PASSO #1

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CLIMA INTERNO: PASSO #1

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CLIMA INTERNO: PASSO #1

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CLIMA INTERNO: PASSO #1
Então qual é a proposta de valor da sua organização?

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CLIMA INTERNO: PASSO #1

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Agora a marca está pronta
para
preparar a gestão externa!

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PERCEPÇÃO EXTERNA: PASSO #2

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PERCEPÇÃO EXTERNA: PASSO #2

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DEFINIÇÃO DA ESTRATÉGIA: PASSO #3

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PLATAFORMAS
AVALIAÇÃO DE EMPRESAS: PROGRAMAS DE EMBAIXADORES:
https://www.g2crowd.com/products/influitive-
advocatehub/competitors/alternatives

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MÉTRICAS
v Business impact — Better-performing new hires that result from your branding effort
v Business impact — An increase in overall workforce productivity
v Business impact — Increased revenue from hires in revenue-generating positions
v Business impact — A high employee referral rate increases productivity
v Business impact — A higher employee retention rate of current employees
v Business impact — A reduced failure rate among new hires
v Business impact — Your applicants come from top firms
v Business impact — A higher ratio of winning head-to-head recruiting competitions
v Business impact — A positive giveaway/takeaway ratio
v Business impact — EB program ROI
http://www.eremedia.com/ere/the-biggest-mistake-in-employer-branding-failing-to-measure-the-business-impacts-of-employer-
branding/?utm_content=buffere21ab&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer

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BEST PRACTICES

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BOA SORTE!