Daniela Kaser has 20 years of experience in various fields in communication. Since 2013 she has been Head of the Marketing and Communication service unit at St. Poelten University of Applied Sciences. For the past five years she has been continuously working on developing the university brand, along with a strong focus on digital and internal communication.
Creating an employer brand helps a university to make its values as an employer even more tangible, and to bring them to life more effectively. The workshop will focus on how universities can create a developing process for a successful employer brand and to gain commitment within the organisation.
To develop a successful employer brand an interdisciplinary approach is necessary. This requires close collaboration between the HR department and the Communications department. Another important factor is to involve all different target groups of employees in developing this brand.
In this session Daniela will use her expertise from St. Poelten University of Applied Sciences to explore how to set up a multi-level, highly participative process in order to gain the most important outcome: defining values for the university, which each university employee can commit to.
Furthermore, the session will discuss what kind of respective measures should be taken in both internal and HR communications in order to build an authentic communication strategy based on an agreed set of values.
Together with the participants she will share the lessons learned and show the limits of introducing employer branding to universities.