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Employer Brand Management: Practical Lessons from the World's Leading Employers

Book Description

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

  • Table of Contents

    1. Praise for <i xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:svg="http://www.w3.org/2000/svg" xmlns:ibooks="http://vocabulary.itunes.apple.com/rdf/ibooks/vocabulary-extensions-1.0">The Employer Brand&#174; (2005)</i>
    2. Title Page
    3. Copyright
    4. Dedication
    5. Preface – Simon Barrow
    6. Chapter 1: Introduction
      1. WHY THE NEW BOOK?
      2. WHY SHOULD COMPANIES INVEST IN EMPLOYER BRAND MANAGEMENT?
      3. DEFINING ‘EMPLOYER BRAND’
      4. THE DIFFERENCE BETWEEN BRANDING AND BRAND MANAGEMENT
      5. SUMMARY AND KEY CONCLUSIONS
    7. Chapter 2: Business Case
      1. 1. THE COST BENEFITS OF A STRONG EMPLOYER BRAND
      2. 2. THE PERFORMANCE BENEFITS OF A STRONG EMPLOYER BRAND
      3. SUMMARY AND KEY CONCLUSIONS
    8. Chapter 3: Brand Ideology
      1. DEFINING A CLEAR AND COMPELLING STATEMENT OF PURPOSE
      2. CORE VALUES
      3. SUMMARY AND KEY CONCLUSIONS
    9. Chapter 4: Brand Hierarchy and Adaptation
      1. ‘INTEGRATED’ BRANDED HOUSE MODEL
      2. ‘PARENT–SUBSIDIARY’ HOUSE OF BRANDS MODEL
      3. WHO OWNS THE BRAND?
      4. SUMMARY AND KEY CONCLUSIONS
    10. Chapter 5: Strategy and Capability
      1. CORPORATE STRATEGY
      2. BUSINESS STRATEGY
      3. HR STRATEGY
      4. TALENT STRATEGY
      5. INCLUSIVE vs EXCLUSIVE TALENT MANAGEMENT
      6. BUY, BORROW OR BUILD?
      7. GLOBAL LOCAL STRATEGY
      8. SUMMARY AND KEY CONCLUSIONS
    11. Chapter 6: The Perfect Employee
      1. IDENTIFYING THE RIGHT TALENT
      2. SUMMARY AND KEY CONCLUSIONS
    12. Chapter 7: Diversity and Segmentation
      1. ACCOUNTING FOR DIVERSITY
      2. THE BENEFITS OF DIVERSITY
      3. TALENT SEGMENTATION
      4. SUMMARY AND KEY CONCLUSIONS
    13. Chapter 8: Reputation and Attraction
      1. EVALUATING YOUR EXTERNAL REPUTATION
      2. ASSESSING YOUR EXTERNAL REPUTATION
      3. IMAGE ANALYSIS
      4. SUMMARY AND KEY CONCLUSIONS
    14. Chapter 9: Engagement and Retention
      1. GALLUP
      2. TOWERS WATSON
      3. EMPLOYEE ENGAGEMENT SURVEYS
      4. RETENTION DRIVERS
      5. QUALITATIVE RESEARCH
      6. SUMMARY AND KEY CONCLUSIONS
    15. Chapter 10: Employer Brand Positioning and Differentiation
      1. COMPETITOR MAPPING
      2. SUMMARY AND KEY CONCLUSIONS
    16. Chapter 11: EVP Development
      1. ESTABLISHING A STRONG FOUNDATION
      2. EVP DEVELOPMENT WORKSHOPS
      3. WRITING YOUR EVP
      4. SUMMARY AND KEY CONCLUSIONS
    17. Chapter 12: Creative Development
      1. CREATIVE FRAMEWORK
      2. CREATIVE DEVELOPMENT ROADMAP AND CHECKLIST
      3. SUMMARY AND KEY CONCLUSIONS
    18. Chapter 13: Translation, Validation and Adaptation
      1. INTERNAL VALIDATION
      2. EXTERNAL VALIDATION
      3. GLOBAL LOCAL TUNING
      4. LOCAL MESSAGING FRAMEWORKS
      5. SUMMARY AND KEY CONCLUSIONS
    19. Chapter 14: Media Channels and Behaviours
      1. CAREER WEBSITES
      2. EMPLOYEE REFERRAL
      3. PROFESSIONAL NETWORKS
      4. FACEBOOK AND TWITTER
      5. JOB BOARDS
      6. THIRD-PARTY ‘CONTINGENCY’ OR ‘SEARCH’ AGENCIES
      7. CAMPUS MARKETING
      8. SUMMARY AND KEY CONCLUSIONS
    20. Chapter 15: Content Marketing
      1. ADVERTISING THAT'S GOOD ENOUGH TO SHARE
      2. EMPLOYEE PROFILES
      3. JOB DESCRIPTIONS
      4. THE INSIDE STORY
      5. Q&AS AND FAQS
      6. INSIGHTS, OPINIONS AND MANIFESTOS
      7. NEWS FLASH
      8. INFOGRAPHICS
      9. GAMIFICATION
      10. EVENTS
      11. SUMMARY AND KEY CONCLUSIONS
    21. Chapter 16: Communication and Content Planning
      1. STEP 1: TARGET DEFINITION AND INSIGHTS
      2. STEP 2: OVERARCHING COMMUNICATION OBJECTIVES
      3. STEP 3: MESSAGE HIERARCHY
      4. STEP 4: SOURCING CONTENT
      5. STEP 5: CURATING CONTENT
      6. STEP 6: MATCHING CONTENT WITH CHANNEL AND TARGET AUDIENCES
      7. STEP 7: MEDIA PLANNING AND CYCLE TIME
      8. SUMMARY AND KEY CONCLUSIONS
    22. Chapter 17: Internal Marketing and Engagement
      1. LAUNCHING A NEW OR REFRESHED EVP
      2. LEADERSHIP ENGAGEMENT
      3. RECRUITMENT TOOLKITS
      4. ENGAGING THE HR/TALENT COMMUNITY
      5. ENGAGING THE FRONT LINE MANAGEMENT
      6. EMPLOYEE ENGAGEMENT
      7. SUMMARY AND KEY CONCLUSIONS
    23. Chapter 18: Managing the Brand Experience
      1. THE CUSTOMER BRAND EXPERIENCE
      2. THE EMPLOYEE'S ROLE IN DELIVERING THE BRAND EXPERIENCE
      3. INTERNAL MARKETING
      4. INTERNAL BRANDING
      5. MANAGING THE EMPLOYEE'S BRAND EXPERIENCE
      6. BRAND SIGNATURES
      7. TOUCH-POINT PLANNING
      8. SUMMARY AND KEY CONCLUSIONS
    24. Chapter 19: Candidate Management and On-boarding
      1. MANAGING THE CANDIDATE EXPERIENCE
      2. MANAGING THE ON-BOARDING EXPERIENCE
      3. SUMMARY AND KEY CONCLUSIONS
    25. Chapter 20: Employer Brand Metrics
      1. EMPLOYER BRAND REPUTATION
      2. DESIRED EXTERNAL BEHAVIOURS AND OUTCOMES
      3. RELATIVE IMPACT OF RECRUITMENT MARKETING ACTIVITIES
      4. CANDIDATE MANAGEMENT AND ON-BOARDING METRICS
      5. EMPLOYER BRAND EXPERIENCE
      6. DESIRED EMPLOYEE OUTCOME MEASURES
      7. ADVANCED ANALYTICS
      8. SUMMARY AND KEY CONCLUSIONS
    26. Chapter 21: The Next 10 Years
    27. Appendix – Global Attraction Factors
    28. References
    29. Acknowledgements
    30. About the Author
    31. Index
    32. End User License Agreement