How to build a great employer brand

In many organisations, branding often meant significant investment in external communications . If brands are to be an integral part of corporate strategy, they need to first gain traction internally. Thus, before any company even thinks of selling their brand to their customers, they have to sell it to their employees. Only those firms that embrace employer branding will have a stronger competitive edge.

The workshop is packed with best practices and case studies. This is a hands-on and highly experiential workshop.

Course Content

Module 1 – Overview of Employer Branding
Undertstand the link between business strategy and brand strategy, the link between external branding and internal branding and the link between internal branding and employer branding.

Module 2 – Employer Brand Strategy
Learn the chacrteristics of successful employer brand and develop a unique Employer Value Proposition (EVP).

Module 3 – Employer Brand Management
Learn the intricate process and best practices from knowing, understanding, cascading to internalising the employer brand.

  • Date: 11th September 2015 (Friday)
  • Time: 9am to 5.30pm
  • Venue: Marketing Institute of Singapore, North Bridge Road campus
  • Course fee: $690.00 per participant
  • Email:

Ms Catherine Chai is a strategic brand consultant, trainer, educator and facilitator. She has held brand management roles managing global brands for several years prior to entering the consulting industry. As a strategic brand consultant, she has consulted for more than 50 companies and trained more than 5000 people cutting across B2B, B2C and government sectors in Asia. Her areas of expertise include brand strategy, marketing, storytelling, service excellence, brand research, and facilitation. Ms Catherine Chai holds an MBA from University of Melbourne and brings with her over 15 years of in-depth experience. She is a practicing management consultant certified by Singapore Business Advisors & Consultants Council (SBACC). Catherine is a life-long learner; she is passionate about sharing her knowledge and experience with others and subscribes to the philosophy “in learning we teach, in teaching we learn”.

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