{"product_id":"the-employer-brand-9780470012734","title":"The Employer Brand","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eLevels of ''employer brand awareness'' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of branding to their own organization. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and Prêt a Manger.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"...This is not just an eloquent brand management and marketing text but one of the wisest management books in the past five years.\" (\u003ci\u003eIndependent on Sunday\u003c\/i\u003e, 20th November 2005)  \u003cp\u003e\"...the authors offer an intellectual framework, a fresh focus and a stimulating guide...this book is an impressive wake-up call...\" (\u003ci\u003ePeople Management\u003c\/i\u003e, 10th November 2005)\u003c\/p\u003e \u003cp\u003e\"...packed with insight and alarming statistics, it will also prove a great tool for any HR professional...\" (\u003ci\u003eStrategic HR Review\u003c\/i\u003e, 1st November 2005)\u003c\/p\u003e \u003cp\u003e\"...useful for HR professionals, managers interested in bringing the concept of 'living the brand' to the company, and graduates seeking guidance on the kind of company to work for.\" (The Marketer (CIM), Jan 06)\u003c\/p\u003e \u003cp\u003e\"...provides inspirational insights into the rationale for employer brand management.\" (Personnel Today, 17th Jan 06)\u003c\/p\u003e \u003cp\u003e\"...easy to read and very useful as it contains great case studies and useful tips on how to build coherent brand framework from the start.\" (Personnel Today, April 2006)\u003c\/p\u003e \u003cp\u003e\"...interesting insights...\" (\u003ci\u003eChartered Institute of Personnel and Development\u003c\/i\u003e, June 2006)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eList of Illustrations xi\u003c\/p\u003e \u003cp\u003eAcknowledgements xiii\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: The Rationale for Change 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Birth of an Idea 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Changing Needs and Aspirations of Employees 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Investors Awaken 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The People Management Challenge 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The Role of Leadership 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The ‘How To’ Guide 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Brand Fundamentals 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFunctional Benefits 58\u003c\/p\u003e \u003cp\u003eEmotional Benefits 58\u003c\/p\u003e \u003cp\u003eHigher Order Benefits, Brand Values and DNA 59\u003c\/p\u003e \u003cp\u003eBrand Personality 60\u003c\/p\u003e \u003cp\u003eBrand Positioning and Differentiation 61\u003c\/p\u003e \u003cp\u003eBrand Hierarchy 63\u003c\/p\u003e \u003cp\u003eBrand Vision and Brand Reality 64\u003c\/p\u003e \u003cp\u003eBrand Management and Development 65\u003c\/p\u003e \u003cp\u003eBrand Consistency and Continuity 65\u003c\/p\u003e \u003cp\u003eBrand Development 67\u003c\/p\u003e \u003cp\u003eSummary 68\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The Business Case 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Major Benefits of Employer Branding 69\u003c\/p\u003e \u003cp\u003eLower Costs 69\u003c\/p\u003e \u003cp\u003eCustomer Satisfaction 71\u003c\/p\u003e \u003cp\u003eFinancial Results 72\u003c\/p\u003e \u003cp\u003eSummary 74\u003c\/p\u003e \u003cp\u003eLife Cycle Benefits 74\u003c\/p\u003e \u003cp\u003eYoung, Fast Growing Companies: Attracting ‘The Right Stuff’ 74\u003c\/p\u003e \u003cp\u003eComing of Age: Capturing the Organisational Spirit 75\u003c\/p\u003e \u003cp\u003eGoing International: Translating the Employer Brand into New Contexts 75\u003c\/p\u003e \u003cp\u003eMerger and Acquisition: Forging a Shared Sense of Identity and Purpose 76\u003c\/p\u003e \u003cp\u003eCorporate Reinvention: Refreshing the Self-Image 77\u003c\/p\u003e \u003cp\u003eRevitalizing the Customer Brand Proposition: Living the Brand 77\u003c\/p\u003e \u003cp\u003eBurning Platform: Re-instilling Fresh Belief 78\u003c\/p\u003e \u003cp\u003eFunctional Benefits 78\u003c\/p\u003e \u003cp\u003eBenefits to the HR Function 78\u003c\/p\u003e \u003cp\u003eBenefits to the Internal Communications Function 79\u003c\/p\u003e \u003cp\u003eBenefits to the Marketing Function 80\u003c\/p\u003e \u003cp\u003eWinning Support from the Top 81\u003c\/p\u003e \u003cp\u003eSummary 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Employer Brand Insight 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmployee Insights 86\u003c\/p\u003e \u003cp\u003eEmployee Engagement and Commitment 88\u003c\/p\u003e \u003cp\u003eBenchmarking 89\u003c\/p\u003e \u003cp\u003eCorrelation Analysis 91\u003c\/p\u003e \u003cp\u003eContinuous Research 92\u003c\/p\u003e \u003cp\u003eCulture Mapping 93\u003c\/p\u003e \u003cp\u003eBrand Roots 95\u003c\/p\u003e \u003cp\u003eProjective and Enabling Techniques 96\u003c\/p\u003e \u003cp\u003eObservation 99\u003c\/p\u003e \u003cp\u003eSegmentation 100\u003c\/p\u003e \u003cp\u003eCommunication Audits 102\u003c\/p\u003e \u003cp\u003eAdditional Sources 103\u003c\/p\u003e \u003cp\u003eLabour Market Insights 104\u003c\/p\u003e \u003cp\u003eClarifying the Target Market 104\u003c\/p\u003e \u003cp\u003eNeeds and Aspirations 105\u003c\/p\u003e \u003cp\u003eEmployer Brand Image 106\u003c\/p\u003e \u003cp\u003eSummary 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Employer Brand Positioning 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Identity 109\u003c\/p\u003e \u003cp\u003eMonolithic 109\u003c\/p\u003e \u003cp\u003eParent 110\u003c\/p\u003e \u003cp\u003eSubsidiary 110\u003c\/p\u003e \u003cp\u003eBrand Integration (Customer and Employer Brands) 110\u003c\/p\u003e \u003cp\u003eCorporate Brand Hierarchy (Parent and Subsidiary) 111\u003c\/p\u003e \u003cp\u003eThe Key Components of the Positioning Model 113\u003c\/p\u003e \u003cp\u003eThe Brand Reality Model 113\u003c\/p\u003e \u003cp\u003eThe Brand Vision Model 116\u003c\/p\u003e \u003cp\u003eTarget Employee Profiles 116\u003c\/p\u003e \u003cp\u003eThe Employer Brand Proposition 117\u003c\/p\u003e \u003cp\u003eValues 119\u003c\/p\u003e \u003cp\u003ePersonality 122\u003c\/p\u003e \u003cp\u003eBenefits 123\u003c\/p\u003e \u003cp\u003eEmployee Value Propositions 125\u003c\/p\u003e \u003cp\u003eReasons to believe 126\u003c\/p\u003e \u003cp\u003eSummary 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Employer Brand Communication 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentity 129\u003c\/p\u003e \u003cp\u003eInternal Launch 130\u003c\/p\u003e \u003cp\u003eRational Understanding 132\u003c\/p\u003e \u003cp\u003eEmotional Engagement 135\u003c\/p\u003e \u003cp\u003eEmployee Commitment and Behaviour Change 141\u003c\/p\u003e \u003cp\u003eSummary 144\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Employer Brand Management 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBig Picture: Policy 149\u003c\/p\u003e \u003cp\u003eExternal Reputation 149\u003c\/p\u003e \u003cp\u003eInternal Communication 151\u003c\/p\u003e \u003cp\u003eSenior Leadership 152\u003c\/p\u003e \u003cp\u003eValues and Corporate Social Responsibility 152\u003c\/p\u003e \u003cp\u003eInternal Measurement Systems 154\u003c\/p\u003e \u003cp\u003eService Support 154\u003c\/p\u003e \u003cp\u003eLocal Picture: Practice 155\u003c\/p\u003e \u003cp\u003eRecruitment and Induction 155\u003c\/p\u003e \u003cp\u003eTeam Management 156\u003c\/p\u003e \u003cp\u003ePerformance Appraisal 157\u003c\/p\u003e \u003cp\u003eLearning and Development 157\u003c\/p\u003e \u003cp\u003eReward and Recognition 159\u003c\/p\u003e \u003cp\u003eWorking Environment 159\u003c\/p\u003e \u003cp\u003eThe Key Responsibilities of Employer Brand Management 160\u003c\/p\u003e \u003cp\u003eSummary 161\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 The Durability of the Employer Brand Concept 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Appendices 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAppendix 1: Reuters Case Study 167\u003c\/p\u003e \u003cp\u003eAppendix 2: Tesco Case Study 185\u003c\/p\u003e \u003cp\u003eAppendix 3: Extract from Greggs Development Review 197\u003c\/p\u003e \u003cp\u003eReferences 201\u003c\/p\u003e \u003cp\u003eIndex 207\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402253181271,"sku":"9780470012734","price":35.15,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470012734.jpg?v=1730479843","url":"https:\/\/bookcurl.com\/products\/the-employer-brand-9780470012734","provider":"Book Curl","version":"1.0","type":"link"}