Attract, recruit, and retain the very best with a strategic employer brand
From one of the world’s leading pioneers in the employer brand discipline and author of the first book on the subject The Employer Brand, comes the long-awaited practical follow-up Employer Brand Management. Talented, motivated employees are a company’s best assets, and the techniques in this book help attract, recruit, and retain the very best. A successful employer brand reaches beyond the boardroom to establish confidence, loyalty, and enthusiasm all the way down the ladder. Employer Brand Management gives readers a personal grasp of a new approach to people management. It draws on significant advances in practices among leading companies to provide a handbook for employer brand development and implementation. With a wide range of case studies and examples, you’ll be taken step-by-step through the employer brand development process. You will find information on the latest developments in technology, with particular attention paid to socially-enabled recruitment marketing and employee communication and engagement.
You will:
- Follow the process of brand planning, definition, implementation, and application
- Discover how brand thinking can strengthen strategy and reinforce HR value
- Improve existing recruitment and talent management programs
- Learn the importance of employee engagement in the brand experience
Зміст
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
Про автора
Richard Mosley is Executive Vice President of Brand Strategy at TMP Worldwide (New York) and Global Head of the employer brand consultancy, People in Business (London). After 15 years in customer and corporate brand marketing, he recognized both the opportunity and adventure of bringing marketing and HR closer together through the newly emerging discipline of employer brand management, and has been a passionate advocate ever since.Since co-authoring the first book published on the subject, The Employer Brand (Wiley) in 2005, Richard has led over 50 employer brand development projects around the world. This has included work with Bacardi, BP, Coca-Cola, Ferrero, HSBC, JTI, Lafarge, L’Oreal, Met Life, Pepsi Co, P&G, Santander, Unilever, Verizon and many other leading global employers.Richard regularly chairs HR, Talent and Employer Brand conferences in Europe and Asia, and has conducted employer brand masterclasses in over 20 countries.
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