2nd ConferenceEmployer Branding2016

Putting strategy into practice –

Making your employer brand stand out

May 30 / 31 2016, Berlin 6 Early Bird discount until April 22nd 2016

2nd Employer Brand ing Conference09:00 am D O O R S O P E N

10:15 am I N T R O D U C T I O N B Y T H E M O D E R A T O R [ Dani Buijtenhek, danibu ]

M O D U L E I 6 S E T T I N G U P A N I N D I V I D U A L S T R A T E G Y10:25 am K I C K - O F F / Stepping up to better Communication in 7 steps [ Dani Buijtenhek, danibu ]

10:45 am B E S T C A S E / Local versus global – developing an international employer brand [ Dr. Lena Christiaans, Henkel ]

11:20 am S P E E D N E T W O R K I N G

M O D U L E I I 6 B R I N G I N G Y O U R E M P L O Y E R V A L U E P R O P O S I T I O N T O L I F E11:55 am K I C K - O F F / Creating an engaged culture – putting your internal brand into practice [ Cathy Brown, Engage for Success ]

12:15 pm L U N C H

01:05 pm B E S T C A S E / Increasing employee retention with new internal communication formats [ Dr. Christian Chua, KfW Group ]

01:40 pm B E S T C A S E / Connect to care – implementing your employer value proposition [ Shantala Bauer, BASF ]

02:15 pm B E S T C A S E / Reviving your employer brand – taking off with Finnair A350 [ Antti Miettinen, Finnair ]

02:50 pm C O F F E E B R E A K

03:10 pm W O R K S H O P S E S S I O N I

WORKSHOP 1: Developing and activating an authentic employer value proposition [ Graeme Wright, Havas People ] WORKSHOP 2: Making your job ads stand out [ Peter Schmitz, Indeed ] WORKSHOP 3: I want to be in your gang! [ Carol Whitworth, Home ]

05:00 pm W O R K S H O P S E S S I O N I I

07:30 pm D I N N E R & D I N N E R S P E E C H / The 10 biggest employer branding faux pas you need to know about [ Dominik Hahn, Allianz ]

M O N D AY , M AY 3 0 T H 2 0 1 6

2nd Employer Brand ing Conference07:00 am S I G H T - R U N N I N G

09:00 am W E L C O M E

09:15 am D I S C U S S I O N / HR & Communications – combining competences for successful employer branding [ Morten Holst Homgård, Coloplast / Ann-Louise Grahed, Nordic Tankers / Dr. Lena Christiaans, Henkel / Moderator: Dani Buijtenhek, danibu ]

M O D U L E I I I 6 C O M M U N I C A T I N G Y O U R E M P L O Y E R B R A N D E X T E R N A L LY10:15 am B E S T C A S E / Reaching a global target audience – building an employer brand as a family company [ Innis Scott, William Grant & Sons ]

10:50 am B R U N C H

11:30 am B E S T C A S E / The dream internship – "recru-taining" students and strengthening an employer brand [ Sarah Dovlo, ABB ]

12:05 pm B E S T C A S E / “Bring along your passion, too” – Developing and communicating a new employer value proposition [ Ágnes Sziget, Magyar Telekom (tbc) ]

12:40 pm S U M - U P

T U E S D AY , M AY 3 1 S T 2 0 1 6

– NEW INSIGHTS: EXCHANGE IDEAS

WITH HR AND PR PROFESSIONALS FROM

ALL OVER EUROPE

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2

3

5

4 – NEW SKILLS: D ISCUSS YOUR PRACTICAL QUESTIONS

IN OUR INTERACTIVE WORKSHOP SESSIONS

– NEW PERSPECTIVES: LEARN FROM BEST CASES

OF OTHER COMPANIES AND ORGANISATIONS

– NEW CONTACTS: NETWORK WITH PEERS AND

ENJOY TWO INSIGHTFUL AND FUN DAYS IN BERLIN

– NEW APPROACHES: F IND OUT HOW TO PUT YOUR EMPLOYER

BRANDING STRATEGY INTO PRACTICE

5 Reasons why you should join this conference

10:15 am I N T R O D U C T I O N

10:25 am K I C K - O F F / S T E P P I N G U P T O B E T T E R C O M M U N I C A T I O N I N 7 S T E P S

[ Dani Buijtenhek ] Founder and Owner, danibu

[ Dr. Lena Christiaans ] Head of Corporate Employer Branding & Recruiting, Henkel AG & Co. KGaA

Good communicators easily connect with others, which leads to more fun, better cooperation and better business results. This is true for all communication activities and especially for employer branding campaigns. But how to ensure that your communication strategy aligns with your audiences’ trigger points, which will eventually attract them to your company? The 7 steps of effective communication guide you through all elements that make your (corporate) communication impactful and brings you the comfort of a reliable 7-step framework.

Companies operating on international level face two main challenges when creating their employer brand: It has to connect to the overall brand strategy and at the same time account for local differences and needs. Dr. Lena Christiaans will share her experience from developing an international employer branding strategy for Henkel. She will discuss challenges, practical solutions and learnings from the strategic process.

You have just two minutes to introduce yourself and your company, before it is time to move to the next participant. Get to know your colleagues, find out about shared challenges and broaden your network in just a few minutes.

10:45 am B E S T C A S E / L O C A L V E R S U S G L O B A L – D E V E L O P I N G A N I N T E R N A T I O N A L E M P L O Y E R B R A N D

11:20 am S P E E D N E T W O R K I N G

Monday May 30thM O D U L E I 6 S E T T I N G U P A N I N D I V I D U A L S T R AT E G Y

[ Cathy Brown ]Executive Director, Engage for Success

[ Dr. Christian Chua ]Dialogue Communication, KfW Group

Cathy Brown, the Executive Director of Engage for Success, talks about the future of work and engagement and how you can focus on creating an engaging, thriving internal brand for your employees against a background of uncertainty and volatility in today's rapidly changing world of work.

Employee retention needs dialogue. That is why dialogue on an equal footing has become the new paradigm for internal communication. In his presentation, Dr. Christian Chua explains why companies need to switch and adhere to this new paradigm to become and stay employers of choice. He will show how establishing new communication formats that encourage exchange with the management board at the KfW Group has brought the bank’s employer value proposition to life. These formats will, eventually, change the character of corporations and increase employee retention.

11:55 am K I C K - O F F / T H E F U T U R E O F E N G A G E M E N T

01:05 pm B E S T C A S E / I N C R E A S I N G E M P L O Y E E R E T E N T I O N W I T H N E W I N T E R N A L C O M M U N I C A T I O N F O R M A T S

M O D U L E I I 6 B R I N G I N G Y O U R E M P L O Y E R V A L U E

P R O P O S I T I O N T O L I F E

12:15 pm L U N C H

02:50 pm C O F F E E B R E A K

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[ Shantala Bauer ]Senior Expert Corporate Volunteering, BASF SE

[ Antti Miettinen ]Communication Director and Head of Employee Communication, Finnair Plc

At its 150th anniversary BASF initiated a global idea contest for corporate volunteering. This was the kick-off for the company’s global volunteering programme ‘Connected to Care‘, a programme specifically designed to bring the employer value proposition “connecting, caring, engaging, learning” to life. ‘Connected to Care‘ is successfully uniting employees across the globe, making them feel proud of their employer and motivating them to volunteer themselves.

After many years of financial struggle, cost cutting and restructuring, Finnair was preparing for its next phase. They received the first aircraft of its Airbus A350 XWB fleet in October 2015 as the first airline in Europe and third in the world – a key milestone the company had been anticipating for years. Find out how Finnair used this turnaround year to strengthen internal culture, employee engagement and their employer brand.

01:40 pm B E S T C A S E / C O N N E C T T O C A R E – I M P L E M E N T I N G Y O U R E M P L O Y E R V A L U E P R O P O S I T I O N

02:15 pm B E S T C A S E / R E V I V I N G Y O U R E M P L O Y E R B R A N D – T A K I N G O F F W I T H F I N N A I R A 3 5 0

[ Peter Schmitz ]Marketing Manager DACH, Indeed Deutschland GmbH

[ Graeme Wright ]Strategy Director, Havas People

Job ads are one of the most important means of attracting candidates. But what does it take to create an ad that not only includes all the relevant information but also establishes your company as a great place to work? How do you become an employer of choice? And how do you make sure, your ad stands out? Find out in this interactive workshop.

A strong and engaging employer brand is the basis for successful recruitment and employee retention. But how can organisations develop a strategy and an employer value proposition that is authentic and reflects the company culture? What are practical steps in this process? And what does it take to activate an EVP in order to build an emotional connection with current employees and potential candidates? These are some of the questions that will be discussed in this session.

W O R K S H O P 2 / M A K I N G Y O U R J O B A D S S T A N D O U T

W O R K S H O P 1 / D E V E L O P I N G A N D A C T I V A T I N G A N A U T H E N T I C E M P L O Y E R V A L U E P R O P O S I T I O N

0 3 : 1 0 P M 6 W O R K S H O P S E S S I O N I

[ Carol Whitworth ]Founder and Director of Inspiration and Innovation, Home

Companies and organisations spend millions every year creating brands. These changes happen usually because of shareholder or customer needs and opinions. Often businesses forget their most important audience, their employees. Without their buy in and under-standing of the brand and it's promise, there would be no brand. In this rapidly changing, hyper-connected, social world, people want to belong to something that stands for something. How do you start a movement? How do you turn your employees into followers?

0 5 : 0 0 P M 6 W O R K S H O P S E S S I O N I I

W O R K S H O P 3 / I W A N T T O B E I N Y O U R G A N G !

0 4 : 4 0 P M B R E A K

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Repetition of all three workshops: All participants have the chance to select a second workshop and take part in another interactive session of their choice.

D I N N E R

[ Dominik A. Hahn ]Global Employer Branding & eRecruiting, Allianz SE

A little Facebook here, a picture for your job ad there – oh, and definitely a video for the career website. Putting an employer branding strategy into practice sounds easy and fun, but be assured that you are entering a potential minefield. Lucky for you, the worst mistakes have already been made by others. Dominik Hahn has put together the 10 biggest faux pas you do not want to repeat.

0 7 : 3 0 P M D I N N E R S P E E C H / T H E 1 0 B I G G E S T E M P L O Y E R B R A N D I N G F A U X P A S Y O U N E E D T O K N O W A B O U T

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Join us on Monday evening for dinner together with your fellow participants and conference speakers. – the perfect opportunity to get to know everyone in an informal setting.

Tuesday May 31st

[ Morten Holst Holmgård ]Global Communication Manager, Coloplast A/S

[ Dr. Lena Christiaans ]Head of Corporate Employer Branding & Recruiting, Henkel AG & Co. KGaA

[ Ann-Louise Grahed ]Communication Manager, Nordic Tankers

Moderator: [ Dani Buijtenhek ]Founder and Owner, danibu

Successful employer branding needs expertise from both human resources and communications. Together they can be a strong combination. But how can collaboration between the two disciplines work in practice? Who should be in charge when both departments join forces? How can challenges be overcome and what can both learn from the other? Our speakers will share and discuss their experiences with you.

Join us for a jogging tour around the city centre of Berlin – the perfect way to start the day!

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09:15 am D I S C U S S I O N / H R & C O M M U N I C A T I O N S – C O M B I N I N G C O M P E T E N C E S F O R S U C C E S S F U L E M P L O Y E R B R A N D I N G

09.00 am W E L C O M E

07.00 am S I G H T - R U N N I N G

10:15 am B E S T C A S E / R E A C H I N G A G L O B A L T A R G E T A U D I E N C E – B U I L D I N G A N E M P L O Y E R B R A N D A S A F A M I LY C O M P A N Y

1 0 : 5 0 A M B R U N C H B R U N C HB R U N C H

During her presentation, Innis will demonstrate how over the past two years, William Grant & Sons has built its employer brand from the ground up, achieving remarkable success in a short period of time. She’ll also walk us through a case study of their remarkable ‘Engineering & Technical’ campaign which helped the business quickly and successfully solve long-term recruitment challenges for their hard to fill engineering & technical vacancies.

M O D U L E I I I 6 C O M M U N I C AT I N G Y O U R E M P L O Y E R B R A N D E X T E R N A L LY

[ Innis Scott ]Communications Manager, William Grant & Sons

[ Sarah Dovlo ]Head of HR Marketing Switzerland and Europe, ABB Schweiz

Magyar Telekom aimed to reposition and strengthen its employer brand in order to attract open-minded people with unique thinking. They started out by harmonizing values and messages in order to develop new recruitment channels and advertising. Ágnes Sziget will share their story and key learnings from this process.

ABB has been ranked employer number one by engineering students in Switzerland for eight consecutive years. To keep this top employer brand, we wanted to create a special University Marketing product. So, the ABB Dream Internship was born – a special internship with an entertaining recruitment event.

12:05 pm B E S T C A S E / “ B R I N G A L O N G Y O U R P A S S I O N , T O O ” – D E V E L O P I N G A N D C O M M U N I C A T I N G A N E W E M P L O Y E R V A L U E P R O P O S I T I O N

12:40 pm S U M - U P

11:30 am B E S T C A S E / T H E D R E A M I N T E R N S H I P – " R E C R U - T A I N I N G " S T U D E N T S A N D S T R E N G T H E N I N G A N E M P L O Y E R B R A N D

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[ Ágnes Sziget ]HR Communication Specialist, Magyar Telekom (to be confirmed)

L O C A T I O N

Quadriga Forum BerlinWerderscher Markt 15, 10117 Berlin www.quadriga-forum.de/en

C O N T A C T

For further information do not hesitate to contact us!

Conference Coordinator:Sarah Fischersarah.fischer@quadriga.eu

R E G I S T R A T I O N

Find our online registration form as well as a faxback PDF here:

www.conferences.quadriga.eu/en/employerbranding/register

F E E

Benefit from our reduced early bird fees:

- 990 EUR*, until April 22nd,- 1190 EUR* until May 13th, - 1390 EUR* after May 13th.

Members of the European Association of Communication Directors (EACD) as well as subscribers of Communication Director magazine can register for a reduced fee of 990 EUR*.

*Prices do not include VAT.Find detailed terms and conditions at:

www.conferences.quadriga.eu/terms

2nd Employer Brand ing Conference09:00 am D O O R S O P E N

10:15 am I N T R O D U C T I O N B Y T H E M O D E R A T O R [ Dani Buijtenhek, danibu ]

M O D U L E I 6 S E T T I N G U P A N I N D I V I D U A L S T R A T E G Y10:25 am K I C K - O F F / Stepping up to better Communication in 7 steps [ Dani Buijtenhek, danibu ]

10:45 am B E S T C A S E / Local versus global – developing an international employer brand [ Dr. Lena Christiaans, Henkel ]

11:20 am S P E E D N E T W O R K I N G

M O D U L E I I 6 B R I N G I N G Y O U R E M P L O Y E R V A L U E P R O P O S I T I O N T O L I F E11:55 am K I C K - O F F / Creating an engaged culture – putting your internal brand into practice [ Cathy Brown, Engage for Success ]

12:15 pm L U N C H

01:05 pm B E S T C A S E / Increasing employee retention with new internal communication formats [ Dr. Christian Chua, KfW Group ]

01:40 pm B E S T C A S E / Connect to care – implementing your employer value proposition [ Shantala Bauer, BASF ]

02:15 pm B E S T C A S E / Reviving your employer brand – taking off with Finnair A350 [ Antti Miettinen, Finnair ]

02:50 pm C O F F E E B R E A K

03:10 pm W O R K S H O P S E S S I O N I

WORKSHOP 1: Developing and activating an authentic employer value proposition [ Graeme Wright, Havas People ] WORKSHOP 2: Making your job ads stand out [ Peter Schmitz, Indeed ] WORKSHOP 3: I want to be in your gang! [ Carol Whitworth, Home ]

05:00 pm W O R K S H O P S E S S I O N I I

07:30 pm D I N N E R & D I N N E R S P E E C H / The 10 biggest employer branding faux pas you need to know about [ Dominik Hahn, Allianz ]

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www.conferences.quadriga.eu/en/employerbranding