Description
Book SynopsisAttract, 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 de
Trade Review
Employer Brand Management is a great read for any business looking to attract (and more importantly keep) the cream of the employment crop. (Entrepreneur Middle East, January 2015) "Mr Mosley's book is thought-provoking, insightful, enjoyable and quirky...a must-read for business leaders" (Financial Adviser, January 2015) If, like me, you re exploring the subject of brand management with an element of scepticism, you ll finish the book with a greater sense of respect and seriousness for the subject. (B2B Marketing, January 2015) Every chapter is loaded with understanding, know-how and evidence. It has been produced with a level of social scientific rigour that many texts either lack or simply ignore. (Employer Brand News, January 2015)
Table of Contents
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
