Employer Brand Strategist Certificate Programme
Become a certified expert in employer branding — comprehensive, practical and career-focused.
What you'll learn
Course content
- Welcome. What's in the programme?
- How to build a robust employer brand strategy
- A brief history
- Two main attributions: 1. Awareness & Attraction / 2. Engagement & Performance
- Talent
- Engagement
- Attraction
- Scoping
- Executive buy-in
- Data analysis
- HR practices analysis
- In-depth interviews
- Focus groups
- Competition analysis
- Interim report
- Mentor meeting
- Workshop I - Participants and content
- Candidate persona
- Employee Value Proposition
- Creative brief
- Test and confirmation
- Final report
- Implementation important steps
- Touchpoint Planning
- Communication
- Measurement
- Candidate persona & EVP
- Results and next steps
- Evaluation
Requirements
- No prior certification required.
- Basic familiarity with HR or marketing concepts helps.
- Commitment to complete modules and assessments.
- Laptop, tablet or mobile device with internet access.
Description
The Employer Brand Strategist Certificate Programme is a professional certification course designed for HR professionals, talent acquisition leaders, and employer branding specialists who want to build and manage effective employer brand strategies. The programme covers the core principles of employer branding, employee value proposition (EVP) development, employer brand communication, and employer brand measurement, helping participants align employer branding efforts with overall business and talent strategy.
In addition to strategic employer branding skills, the programme focuses on gaining executive buy-in and managing internal stakeholders — two critical success factors for employer brand initiatives. Participants learn how to present employer brand strategies to senior leadership, influence decision-makers using data and insights, and collaborate effectively with HR, marketing, communications, and leadership teams to ensure long-term impact and measurable results.
Instructor
Ali Ayaz
Employer Brand Strategist
Ali Ayaz is a globally recognised employer brand strategist and HR consultant with nearly three decades of experience helping organisations build magnetic, high-performing workplaces through strategic employer branding, candidate and employee insights, and talent engagement frameworks. He has led more than 200 employer brand projects across 50+ countries with multinational companies in sectors including automotive, banking, FMCG, IT, telecom, and retail, and is a chartered member of the CIPD — the professional body for HR and people development. Ali currently serves as an Employer Brand and HR Consultant with Modern Management Consulting and Realta Consulting, teaches employer brand management at the Employer Brand Academy and the European School of Economics in London, and is the author of How to Build a Robust Employer Brand Strategy? — a practical guide for practitioners.
In addition to his consulting and teaching roles, Ali is the founder and driving force behind several initiatives that shape the global employer branding ecosystem, including the Employer Brand Academy, Employer Brand Summit, Employer Brand Stars awards, and the Graduate Survey that benchmarks employer attractiveness. His work emphasises not only strategic employer brand development but also the critical importance of gaining executive buy-in, communicating value to senior stakeholders, and aligning people strategies with business outcomes. Outside his professional endeavours, Ali is engaged in community projects and enjoys hiking and tennis, reflecting his belief in balanced leadership and personal growth.
Student Testimonials
While the concept of the "Employer Brand" may be new to many of us, it is the first and probably the most stylish step towards addressing the change taking place in our work environments. Thanks to his vast experience, his candid approach, and the unique information he offers in the program, Mr. Ali Ayaz makes it very clear that "WE" is what employer brand is all about. I had the opportunity to meet Mr. Ayaz in a training organisation led by him, and I can take safer steps in my company ever since. Judging by the projects they want me to undertake, I can tell that my managers have more faith in me now. I’d like to thank the Employer Brand Academy for being my inspiration, which allows me to perform process management even at the first level of the "Employer Brand" certification program.
I completed the course in July 2020. This is the best course I have found so far that teaches how to implement an entire employer brand strategy from beginning to the end, concentrating in detail on each step and giving practical guidance and examples. What I liked about the course was its precision and insights coming from tutors with decades of experience in the employer brand management! It is divided by short, manageable pieces of content, and also includes a quiz after each lesson, not just one at the end of the entire course. This gave me the chance to revise my knowledge and skills regularly. The videos are recorded professionally, no problems with video, sound, connectivity, etc., absolutely flawless. This course gets you ready and eager to start the design and implementation of employer brand strategy in your company! What I learned is invaluable, thank you!
I had the pleasure to meet Ali Ayaz during couple of Master Classes on Employer Branding is Sofia, Bulgaria. His extensive knowledge from HR and Marketing point of view is undeniable, but what inspired me the most is his strategic approach, practical ideas and recommendations. I found his book “Secret Formulas for an Authentic Employer Brand” as extremely useful and a very good starting point from which to create the Employee Value Proposition of our company. In addition to his proven professionalism, Ali is with a very friendly and kind attitude, always ready to support with accurate advice and different point of view. I am glad that I have the opportunity to know such a dedicated employer brand consultant and I am looking forward to our next engaging and inspiring interaction.
I met Mr. Ali Ayaz while I was writing my PhD thesis on the employer branding perspective. Mr. Ayaz’s different perspectives and directions have guided me to finish my thesis in the best possible way. Later on, the Employer Branding Summit further helped me integrate the notion of employer branding in professional life with the academic world. Through his brand management knowledge and strategic approach, he became an inspiration both to me and to the employees who worked for a company that had embraced employer brand management as a strategy. His book “Secret Formulas for an Authentic Employer brand” is also very valuable, useful and practical for everybody who wants to master and apply employer branding in their organizations. It is a pleasure to meet such a valuable person who is always willing to help in every way possible.
I believe we all experience some rough times when it comes to attracting, engaging and retaining the best people possible in the organizations we work for. Therefore to some extent, the buzz around Employer Branding is understandable and of course, it sounds nice and catchy. But how many of us HRs actually do Employer Branding? Is it translated into our day-to-day activities and processes? Where we should draw the line between HR and Communications and why not Marketing as well? And what concepts from Marketing underpin the whole story behind the employer brand? I was getting quite confused about all of that and was very much aware of how limited my knowledge is in this area and that I merely had an idea about how to start. I had the pleasure to meet Mr. Ali Ayaz, a globally acknowledged professional who has successfully completed around 200 projects on Employer branding for Fortune 500 companies. Thanks to the two-day EB Black Belt Master Class in Sofia, Bulgaria, I had the opportunity to deep-dive into the topic and get back in the office with me being crazy about all the practical ideas that we can kick off as of today.