Internal Branding

- The demands of Globalisation, with its opening of markets and the arrival of new players in all markets, is triggering a growing need to attract and retain staff. At the same time, colleagues’ views of their work-life-balance change, notably in so-called civilised countries with their highly qualified workforce.
- Globalisation is pushing for new forms of organisation which, more than before, require strong identification with the company’s objectives and, above all, values. Objectives and values are interpreted differently depending on “national” culture and also on business, professional and personal culture.
- It is a matter of creating the same comprehension and support which embed staff in the company.

- This seminar will enable participants to reflect upon the many phases in the implementation of Internal Branding and the implications of everyone in this process.

For whom

- General managers
- Internal Branding, Diversity and Sustainable Development managers
- Communication and HR managers
- International project managers


- Discovering and analysing essential Internal Branding.
- Reflecting upon the vectors of staff attraction and retention.
- Understanding the “Zeitgeist”, the 21st Century ways of living and working in the countries in which companies operate.
- Creating a new “Corporate Identity” and new values together which will be understood, adopted and applied globally and which encourage the embedding of current colleagues as well as the attraction of new talent.
- Key words: diversification and sustainable development.


1 - Definition
- Why Internal Branding is becoming a major issue for companies, particularly those in the West.

2 – Global job markets
- The factors involved in attracting and retaining staff by country
- The challenges of today and of years to come: diversification and sustainable development.
- The “Zeitgeist" in Western countries: work-life balance.

3 – The creation of a new “Corporate Identity” – CI – with values adapted t objectives
- Creation of CI groups: multicultural, multi-site and multi-role.
- Definition of values: with Intelligence – Intercultural Intelligence and Emotional Intelligence.

4 – How to implement the CI and the new values
- Cultural differences in the countries
- Sectors, branches, BUs or other units
- Roles

5 – How to ensure continuous application and identification
- Supervisory control
- Branding agents
*initial training
*ongoing training

6 – Ensuring the success of the CI and the values and, if necessary, adapting them.
- Staff turnover statistics
- Social climate surveys

7-End of seminar
- Identifying your personal challenges
- Conclusions and evaluation


Led by the best international experts. Our trainers and coaches, of various nationalities and with various skills, have all acquired “field” experience in large multinational groups at high hierarchical levels. Their expertise and enthusiasm guarantee the quality of our seminars and enable them to pertinently respond to the demands of our international clientele.


- The SAM International seminars are custom designed according to the needs and objectives of the participants.
- The above programme represents the framework of a typical seminar which is then adapted according to the client’s specific requirements.
- The frequently requested working languages are French, English, German, Polish, Spanish, Mandarin, Japanese or another language on request.
- The seminars take place on the client’s premises or in a carefully chosen place to aid innovation and relaxation.