Levels of 'employer brand awareness' are arising fast across the world including Asia Pacific, as leading companies have more and more realised that motivated and loyal employees are vital to their commercial success, and simultaneously, like profitable customers, they are free to make choices, to join, to engage, to commit, to stay.

Recognizing such urgency and challenges, proudly organized by Neoedge, the 2-day workshop Developing an Effective Employer Brand Strategy, will take place at Sheraton Towers, Singapore on 26-27 June 2008, featuring case-study and in-depth discussion on how the world’s most successful employer brands attract, engage and retain talent.

The workshop will be led by a recognized global Employer Brand expert Richard Mosley, whose company first conceived The Employer Brand® in the early 1990's. Richard Mosley has successfully helped many MNCs to develop their Employer Brand strategies. Based on such proven experience, Richard will use a number of Case Studies for your learning at this workshop, including Coca-Cola, IBM, Microsoft, P&G, Reuters, Shell, Tesco, Vodafone etc.

Employer branding is becoming a compelling business imperative at the present day. "One reason is the growth in the economy and the pressure that it is putting on organisations to compete for talent in the marketplace," says Mosley. "In any situation where the demand for talent can't keep up with supply, there is competition. Where people have choice, branding is a very effective way of competing for people's choice."

Besides, HR is becoming a lot more strategic. "They have been looking for ways of pulling together the various elements of HR to make it more effective. If HR people are looking at things more strategically rather than from an administrative point of view, they are naturally drawn towards brand management because then they are linked more strongly to one of the disciplines that drives value in a business," says Mosley. "In a modern capitalistic environment, one of the best ways to effect value is to see it as branding and brand management. Joining up with marketing, with the commercial side of the business, therefore, delivers a service which is much more connected to the value-delivering side of the business."

Therefore, brand management is no longer the sole preserve of the marketing function. It has also become a vital skill-set for Human Resources. Developing a strong employer brand will significantly enhance your organisation’s ability to attract, engage and retain the kind of talent it needs to succeed, also help you to strengthen the relationship between HR and your customerfacing business partners in line management and marketing.

More details on http://www.neo-edge.com/HTML/sgbrand_eventhome.html

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