Employer Branding and HR Marketing - How to Attract the Best Talents

Discover the training programme that transforms your employer brand into a talent magnet. 

In an ultra-competitive Luxembourg market, align your external promise with the employee experience using our proven three-phase methodology:

1. Quantitative HR data

2. “On-the-ground truth” focus groups

3. Impactful HR and communications roadmap.

Leave with an initial pitch for your organisation and the tools to build your employer brand.

Delivered by an expert in Communication and HR, executive coaching and organisational development in Luxembourg. Two days to move from theory to real impact.

Ready to attract and retain top talent?

At the end of this training, participants will be able to:

• Analyse developments in the Luxembourg labour market and their impact on HR practices.
• Identify talent motivations and map the employee experience, from candidate to ambassador.
• Apply a three-phase methodology: quantitative measurement (HR data), qualitative listening (focus groups), and co-creation of an HR roadmap incorporating an internal and external communication plan.
• Design an authentic Employee Value Proposition (EVP): why join, why stay.
• Deliver an engaging employee experience and select the most appropriate communication channels.
• Monitor performance using relevant indicators and develop an initial action plan.

• Day 1 – Foundations & Phases 1–2: Quantitative and Qualitative Diagnosis (7 hours)

9:00 – 9:30 – Welcome and framing (30 min)

• Trainer introduction
• Roundtable (expectations, Luxembourg contexts)
• Ice-breaker: “Employer brand in 3 words”
  Objective: Build trust and alignment

9:30 – 10:15 – Labour market & Luxembourg challenges (45 min)

• Key trends (recruitment pressures, multicultural environment)
• Key figures
• Employer reputation impact

Individual exercise: Initial employer brand self-assessment
Objective: Understand the strategic urgency

10:15 – 11:00 – Talent motivations (45 min)

• Satisfaction/dissatisfaction factors
• Link with EVP and HR practices
  Objective: Looking beyond salary

11:15 – 12:30 – Phase 1: Quantitative measurement (HR data) (1h15)

• Key indicators (turnover, eNPS, internal mobility, referral rate)
  Objective: Data-driven employer brand diagnosis

13:30 – 15:00 – Phase 2: Qualitative listening & employee experience (1h30)

• Full journey mapping: candidate → onboarding → day-to-day → development → exit → alumni
• Focus groups: designing facilitation guides (stage-based “truth” questions)

Practical workshop: In sub-groups, create a focus group guide for your target population. Group debrief.
Objective: Enable honest insights to align promise and reality

15:15 – 16:30 – Quantitative + Qualitative synthesis & introduction to Phase 3 (1h15)

• Cross-analysis of data and feedback to identify strengths and pain points
• Omada case: reducing the gap between promise and reality
  Objective: Transition towards the roadmap

17:00 – End of Day 1

• Day 2 – Phase 3, EVP, Deployment & Performance Management (7 hours)

9:00 – 9:15 – Day 1 recap & Q&A (15 min)

9:15 – 10:30 – Phase 3: HR roadmap & communication plan (1h15)

• Prioritising 3–5 HR initiatives (onboarding, management, alumni, etc.)
• Aligning HR with internal and external communication
• Role of Omada (facilitation, governance)

Case study: Example of a successful roadmap (anonymised)
Objective: Link business metrics with employer brand KPIs

10:45 – 12:00 – Workshop: Drafting the roadmap (1h15)

• Per organisation: 2 key insights → 2 priorities → 1 concrete deliverable (e.g. onboarding redesign)
  Objective: First version of an action plan

12:00 – 13:00 – Lunch break

13:00 – 14:30 – EVP pitch & employer promise (1h30)

• Why join?
• Why stay?
• What to say at a networking event?
• Realistic promise for new hires

Practical workshop: Individual → pairs → 1-minute pitch (peer feedback)
Objective: Authentic, reality-based pitch (3–5 sentences max)

14:45 – 15:45 – Deployment: HR communication & inbound strategy (1h)

• Internal and external channels
• Social media
• Careers page
• Employee advocacy

Quick audit of participants’ career pages/websites
Objective: Right channels for the right talent

15:45 – 16:30 – Performance management, action plan & conclusion (45 min)

• Performance indicators, 90-day operational plan
• Personal commitment: 3 actions (1 to stop, 1 to strengthen, 1 to launch)
• Final roundtable and training evaluation

This training is particularly aimed at company managers, HR and/or Marketing/Communication departments wishing to work on a project to (re)enhance the employer brand.

• Dynamic balance between theory, discussions and practical application
• Theoretical input illustrated with concrete examples
• Practical exercises, both individual and in small groups
• Case studies and collective reflection sessions