Employer brand

2021/2022

Academic Year

ENG

Instruction in English

5

ECTS credits

Delivered at:

Department of Organizational Psychology (Nizhny Novgorod) (Faculty of Management (Nizhny Novgorod))

Course type:

Elective course

When:

2 year, 1 module

Instructor

Велинов Эмил

Course Syllabus

Abstract

Employer Brand course was created for masters of the Management program in order to form and develop their knowledge, skills of promoting the employer brand. As a result of training, the master forms the base of EVP, knows the specifics of its development, promotion strategies for different target groups depending on various creative technologies.

Learning Objectives

• Formation of knowledge, skills of promoting the employer brand.

Expected Learning Outcomes

• Has the means and knowledge to form employer brand promotion strategy. Understands the principles of integration and synchronization of the employer brand with key HR processes.
• Owns the concept and basic terminology of the course.
• Possesses knowledge on formation of employer brand promotion strategy. Qualified at management of communications and creative technologies.
• Qualified at segmenting internal and external audiences. Able to adapt EVP to the specifics of different audiences.
• Understands the essence of EVP. Owns technology of development of it.

Course Contents

• 1. The definition of employer brand. Employer brand as a business tool.
• 2. EVP
• 3.Integration and synchronization of the employer brand with key HR processes. Evaluation of the effectiveness and development strategy of the employer's brand.
• 4. Target audiences and their features in the formation of value proposition.
• 5.Formation of the employer brand promotion strategy.

Assessment Elements

• Work at seminars
• Homework
• Exam

Interim Assessment

• 2021/2022 1st module
  0.25 * Homework + 0.25 * Work at seminars + 0.5 * Exam

Bibliography

Recommended Core Bibliography

• Polnikova, E. A. (2015). Hr Бренд ; Hr Brand. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.D904F2B

Recommended Additional Bibliography

• Aaker, D. A. (2014). Building Strong Brands. [Place of publication not identified]: Free Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1977313
• Ferreira, P. (2018). Employer brand building from the inside-out: how employer values contribute to employee engagement. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.546DCBA0
• Hu, Y., Xu, A., Hong, Y., Gal, D., Sinha, V., & Akkiraju, R. (2019). Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content. Journal of Management Information Systems, 36(3), 893–930. https://doi.org/10.1080/07421222.2019.1628908
• Kim, D. D. E. (2018). My Hero, Your Aggressor: Differences in Perceptions of News Media Brand Personality. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.44AF4980
• Kim, M.-Y., Moon, S., & Iacobucci, D. (2019). The Influence of Global Brand Distribution on Brand Popularity on Social Media. Journal of International Marketing, 27(4), 22–38. https://doi.org/10.1177/1069031X19863307
• LEI LIU, JIN ZHANG, & HEAN TAT KEH. (2018). Event-Marketing And Advertising Expenditures: The Differential Effects On Brand Value and Company Revenue. Journal of Advertising Research, 58(4), 464–475. https://doi.org/10.2501/JAR-2017-043
• Lischka, J. A. (2015). Media brand loyalty through online audience integration? Switzerland, Europe: Springer. https://doi.org/10.5167/uzh-112837
• Mateusz Grzesiak. (2018). Personal Brand Creation in the Digital Age. Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.spr.sprbok.978.3.319.69697.3
• Peters, T. J. (2014). Summary: The Brand You 50 : Review and Analysis of Peters’ Book. Cork: Business Book Summaries. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1248008
• Veronica Ioana ILIEȘ. (2018). Strategic Personal Branding for Students and Young Professionals. Cross-Cultural Management Journal, (1), 43. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.799678f4672446e7961ece10c16980a5
• Veronica Ioana ILIEȘ. (2018). Strategic Personal Branding for Students and Young Professionals. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.C3D98A5