Putting Purpose into Action: Employer Branding and Corporate Citizenship

The labour market is tight. Finding and holding on to talent has become ever more difficult. Both (potential) employees and consumers now expect businesses to commit to the advancement of civil society. Demand for meaningful work is at an all-time high, people—not just younger generations—want jobs that align with their values and contribute to society. Find out how businesses are formulating a purpose in response.

Join the Employer Branding & Corporate Citizenship training on 20-21 February, 2020. Jointly hosted for the first time by GoodUp and RSM, this two-day training is intended for businesses and corporate foundations. You will learn how to utilize Corporate Citizenship to strengthen your employer branding, in particular how to attract new employees, increase employee engagement and retention. 

Apply for the training now! Please note we will do an intake with all potential attendees to ensure the programme and participants are a good match and we can offer a high quality training.

Date: 20-21 February, 2020

Language: English/Dutch

Fee: €995 (excluding taxes), early bird 20% discount on regular ticket (applications till 1 January 2020); 50% discount for a colleague. 

Includes: 2 days of training, materials, two lunches, drinks and snacks throughout the programme. 

Recommended accommodation: Novotel Brainpark (3 minute walk from RSM)

Application deadline: 6 February 2020

More information

After participating in this training you will have:

  1. Gained insight into the way Corporate Citizenship strengthens the relation between employer and employee, but also when this may fail.
  2. The tools to tailor your community involvement strategy to each phase of the employer branding journey.
  3. The tools to connect to and/or activate your (potential) employees.
  4. Best practices and knowledge from exchanging experiences with peers.


Thursday 20 February

9.00-9.15 Registration and coffee

9.15-10.00 Welcome and personal introductions

10.00-11.00 Framework: Introduction of key concepts, facts and figures.

11.00-11.30 Break

11.30-12.30 Advice from an expert

12.30-13.30 Lunch

13.30-14.30 Framework: Corporate Citizenship & Employer Branding; an Integrative Approach

14.30-17.00 Workshop Corporate Citizenship & Employer Branding

17.00-17.30 Reflection on the day

17.30-19.00 Meaningful conversations, including drinks and bites

Friday 21 February

9.00-9.15 Registration and coffee

9.15-9.30 Welcome and reflection on day 1

9.30-10.00 Framework: Purpose & Employee Activation

10.00-11.00 Workshop Purpose & Activation - Part 1

11.00-11.15 Break

11.15-12.00 Workshop Purpose & Activation - Part 2

12.00-12.45 Advice from an expert

13.00-14.00 Closing lunch


Dr. Lonneke Roza (Assistant Professor, RSM)

Petra Houtkamp (Engagement Manager)

For more information, please contact Dr. Lonneke Roza at lroza@rsm.nl.