During the CAS, participants develop an understanding of the labor market positioning of a company with the help of HR marketing as part of the human capital strategy and the design of the sales process in recruitment as well as target formulation. Participants also learn about the importance of digitalization and social media as well as employee relationship management and the external labour market through market research. The targeted processing of labor markets and the development of HR marketing concepts and strategies are also objectives of the certificate course.

The course in Human Resource Marketing consists of two modules:

• Strategic orientation of HR marketing
• Implementation of the HR marketing strategy

In terms of content, the topics of strategic personnel and demand planning, internal labor market, job design, current trends, ecumenical labor market theory, market research external labor markets, corporate branding, employer branding, HR marketing and sourcing from practice, recruitment for strategic target groups, employee and customer satisfaction, concepts, key figures and HR controlling are reviewed from a business perspective.

The continuing education course in HR Marketing consists of contact lessons with lectures, discussions, exercises, case studies and presentations, as well as self-study and the e-learning platform Moodle.

The CAS HR Marketing certificate course comprises 12 ETCS with a total workload of 300 hours. These extend over a period of around four months with 14 days of classroom teaching.

The CAS HR Marketing certificate course is primarily aimed at university graduates (university and UAS) who have at least 3 years of qualified professional experience. However, professional practitioners without a university degree can also be admitted to the CAS, provided they have at least 5 years of relevant professional experience and appropriate further training qualifications, such as a Federal Diploma of Higher Education / Diploma in Human Resources.

Continuing education, further training in Human Resource Management (HRM) is aimed at members of management with HR responsibility, HR managers, HR development managers, HR marketing managers and recruitment managers.