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Description

Employer Brand: Shaping the Promise, Promoting It and Measuring Attractiveness

Moving from a corporate slogan to an employer promise that is actually delivered on the ground and genuinely verifiable

  • 1 day — 7 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

Vacancies remain unanswered and selected candidates withdraw at the last minute. HR teams produce employer brand content without knowing what attracts talent or drives it away. The promise displayed on the careers page does not match what employees say to those around them, and the gap eventually shows up in online reviews.

One day to rebuild the employee value proposition from what people genuinely experience inside the organisation, then to select the channels and formats suited to each target audience. Participants leave with a formulated promise together with a communication plan and its tracking indicators.

Learning objectives

  • Analyse how the organisation is perceived by candidates and by employees
  • Formulate an employee value proposition grounded in internal evidence
  • Translate the promise into messages tailored to targeted populations
  • Select communication channels according to hard-to-fill roles
  • Define indicators to track attractiveness and recruitment performance

What makes this programme different

The value proposition is built from employee verbatim comments brought by participants
Participants' job advertisements and careers pages are reworked live during the session
An attractiveness dashboard is configured using indicators already available internally

Programme

1Employer image diagnosis

Knowing what is really being said

  • Gaps between the projected image and the lived experience
  • Information sources consulted by candidates
  • Analysis of online reviews and interview feedback
  • Identification of hard-to-fill roles and the barriers attached to them

2Value proposition and messaging

A promise that can be kept

  • Formulating the employer promise from internal evidence
  • Adapting it by job family
  • Rewriting job advertisements and careers pages
  • The role of employee ambassadors and the framework for their communication

3Communication and measurement

Choosing your channels then tracking the effects

  • Selecting channels according to target audiences and budgets
  • Editorial calendar and content production
  • Alignment with the experience candidates actually go through
  • Indicators of attractiveness and quality of applications

Who is it for

Recruitment managers and recruitment officers, as well as HR managers and internal communication officers involved in the organisation's attractiveness.

Prerequisites

Initial experience in recruitment or HR communication is required.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.