Employer Brand Management
Practical Lessons from the World's Leading Employers
Published on 25. July 2014
320 pages
978-1-118-89850-5 (ISBN)
Description
Attract, recruit, and retain the very best with a strategicemployer brand
From one of the world's leading pioneers in the employer branddiscipline and author of the first book on the subject TheEmployer Brand, comes the long-awaited practical follow-upEmployer Brand Management. Talented, motivated employees area company's best assets, and the techniques in this book helpattract, recruit, and retain the very best. A successful employerbrand reaches beyond the boardroom to establish confidence,loyalty, and enthusiasm all the way down the ladder. EmployerBrand Management gives readers a personal grasp of a newapproach to people management. It draws on significant advances inpractices among leading companies to provide a handbook foremployer brand development and implementation. With a wide range ofcase studies and examples, you'll be taken step-by-step through theemployer brand development process. You will find information onthe latest developments in technology, with particular attentionpaid to socially-enabled recruitment marketing and employeecommunication and engagement.
You will:
* Follow the process of brand planning, definition,implementation, and application
* Discover how brand thinking can strengthen strategy andreinforce HR value
* Improve existing recruitment and talent managementprograms
* Learn the importance of employee engagement in the brandexperience
More details
Other editions
Additional editions
Book
09/2014
Wiley
€47.00
Shipment within 15-20 days
Person
Richard Mosley is Executive Vice President of Brand Strategy atTMP Worldwide (New York) and Global Head of the employer brandconsultancy, People in Business (London). After 15 years incustomer and corporate brand marketing, he recognized both theopportunity and adventure of bringing marketing and HR closertogether through the newly emerging discipline of employer brandmanagement, and has been a passionate advocate ever since.
Since co-authoring the first book published on the subject, TheEmployer Brand (Wiley) in 2005, Richard has led over 50 employerbrand development projects around the world. This has included workwith Bacardi, BP, Coca-Cola, Ferrero, HSBC, JTI, Lafarge, L'Oreal,Met Life, PepsiCo, P&G, Santander, Unilever, Verizon and manyother leading global employers.
Richard regularly chairs HR, Talent and Employer Brandconferences in Europe and Asia, and has conducted employer brandmasterclasses in over 20 countries.
Content
Preface by Simon Barrow ix
1 Introduction 1
2 Business Case 11
3 Brand Ideology 23
4 Brand Hierarchy and Adaptation 37
5 Strategy and Capability 47
6 The Perfect Employee 63
7 Diversity and Segmentation 73
8 Reputation and Attraction 81
9 Engagement and Retention 97
10 Employer Brand Positioning and Differentiation 109
11 EVP Development 123
12 Creative Development 143
13 Translation, Validation and Adaptation 157
14 Media Channels and Behaviours 167
15 Content Marketing 187
16 Communication and Content Planning 201
17 Internal Marketing and Engagement 213
18 Managing the Brand Experience 229
19 Candidate Management and On-boarding 243
20 Employer Brand Metrics 251
21 The Next 10 Years 271
Appendix 273
References 281
Acknowledgements 293
About the Author 297
Index 299
