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Employer marketing

How do you build a stronger brand from within?

Master Class English
When 9 June 2026
09:30 - 12:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

From a good company to a strong brand!
What is employer branding? What is internal branding?

Companies invest a lot of time and energy in branding and social media.
But what exactly is a brand? And how can you leverage it within your own organization?

In this Master Class, you’ll learn how to bring your brand to life, even without a large marketing budget.

What will you learn?

Do you know how a company can build a stronger brand from within?
We call this internal branding and without internal branding, you can’t build a strong employer brand.

  • Building blocks of a strong brand: lay the foundations of a solid brand identity and discover how to effectively develop it within your organization.
  • Internal brand activation: bring your brand to life, make it visible, tangible, and engaging for all employees. Go beyond posters on the wall and ensure your brand truly lives throughout the organization.
  • Developing your employer brand: understand the key elements of the employer marketing flywheel and how to leverage them effectively.
  • Employee engagement: discover the drivers of employee engagement and learn how to turn your employees into your most powerful brand ambassadors.

For whom?

For HR professionals and those responsible for (internal) communication, for professional brand builders, and really for anyone in business.
Marketers will also find plenty of inspiration!

Language

The training will be given in English and the slides of the presentation will be in English as well.
Participants may respond in the language of their choice.

"A very high-quality and inspiring session. Lucia provided clear and practical tools that you can immediately apply, without needing to take a large-scale approach."

Speakers

  1. Lucia Soetens

    Lucia Soetens

    Marketer-strategist & business leader at Business Markers
    Lucia is an enthusiastic marketing strategist and business leader with 20 years of experience across various sectors. She began her career at Unilever, where she held multiple marketing and sales roles over 11 years. At Coca-Cola, she was responsible for Coke Light and several international proje...
    Lucia Soetens

    Lucia Soetens

    Marketer-strategist & business leader at Business Markers

    Lucia is an enthusiastic marketing strategist and business leader with 20 years of experience across various sectors. She began her career at Unilever, where she held multiple marketing and sales roles over 11 years. At Coca-Cola, she was responsible for Coke Light and several international projects. She then led Belgium’s most delicious brand, Côte d'Or, to multiple successes across the Benelux. In 2013, Lucia transitioned to the retail sector as Marketing Director for LolaLiza.

    Lucia is an ICF Certified Coach, a licensed Insights® Discovery Practitioner, and a LEGO® SERIOUS PLAY® facilitator. She is a member of several advisory boards and regularly gives guest lectures.

    Today, Lucia supports companies in developing their strategic plans, combining her conceptual talent and a strong dose of pragmatism with her passion for people engagement and effective communication.

Register

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Prices

  • UBA member: Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT).
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