Currículo

Employer Branding EBR

Contextos

ECTS

3.0 (para cálculo da média)

Objectivos

Learning Objectives • LO1 Understand Employer Branding Principles: Grasp the fundamental concepts and importance of employer branding in attracting and retaining talent. • LO2 Analyze Employer Value Propositions (EVP): Learn to define and articulate a compelling EVP that aligns with organizational values and culture. • LO3 Evaluate Branding Strategies: Assess various employer branding strategies and their effectiveness in different organizational contexts. • LO4 Design Employer Branding Campaigns: Develop skills to create and implement integrated employer branding campaigns across various channels. • LO5 Measure and Assess Employer Branding Impact: Understand how to evaluate the effectiveness of employer branding efforts through metrics and feedback. Competencies • Strategic Thinking: Ability to align employer branding initiatives with broader organizational strategies. • Communication Skills: Proficient in articulating the organization's value as an employer to potential candidates. • Analytical Skills: Capability to analyze data and feedback to measure the success of employer branding initiatives. • Creativity and Innovation: Skill in designing engaging and effective employer branding campaigns that resonate with target audiences. • Collaboration and Teamwork: Competency in working collaboratively with HR, marketing, and leadership teams to enhance the employer brand.

Programa

• Session 1: Introduction to Employer Branding - Definition and importance of employer branding - The role of employer branding in talent acquisition and retention • Session 2: Components of Employer Branding - Understanding employer value proposition (EVP) - Analyzing company culture, employee experience, and brand perception • Session 3: Developing an Employer Branding Strategy - Steps to create a compelling employer brand - Aligning employer branding with organizational goals and culture • Session 4: Communicating the Employer Brand - Utilizing social media, recruitment marketing, and employee advocacy - Crafting targeted messaging for different audience segments (candidates, employees, etc.) • Session 5: Measuring Employer Branding Effectiveness - Key performance indicators (KPIs) for employer branding - Tools and techniques for assessing brand perception and employee engagement • Session 6: Case Studies and Best Practices - Analyzing successful employer branding campaigns from leading organizations - Discussion on trends, challenges, and the future of employer branding

Método de Avaliação

Teaching and Learning Methodologies: • Interactive lectures and discussions on real-world case studies of effective employer branding • Group workshops for developing an employer branding strategy for a chosen organization • Guest speakers from industry professionals sharing insights and experiences in employer branding • Role-playing activities to practice communication strategies and candidate engagement Assessment: • Participation: 10% • Group Project: 40% (creating and presenting an employer branding strategy for a selected company) • Final Exam: 50% (covering key concepts, strategies, and measurement techniques discussed in class)

Carga Horária

Bibliografia

Principal

• Employer branding and talent management. The Oxford handbook of talent management, 233-248.: Edwards, M. R. 2017
• Employer branding for competitive advantage: Models and implementation strategies. CRC Press.: Rana, G., Agarwal, S., & Sharma, R. (Eds.). 2021
• The Employer Brand: A Strategy for Talent Management. In C. A. H. (Ed.), The New Employer Brand (pp. 1-20). HR Magazine: Sullivan, J. 2004
• Employer Branding: A New Approach to Human Resource Management. Journal of Business Research, 65(6), 740-747.: Kucherov, D., & Zavyalova, E. 2012
• The Meaning of Employer Branding: Theoretical and Practical Perspectives. In M. Edwards & P. D. M. (Eds.), Employer Branding in the New World of Work (pp. 1-16). Emerald Group Publishing Limited.: Edwards, M. R. 2010
• Conceptualizing and Researching Employer Branding. Career Development International, 9(5), 501-517: Backhaus, K., & Tikoo, S. 2004

Secundária

Disciplinas de Execução

2025/2026 - 2 Semestre