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.

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.