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Employer Branding For Dummies

Book Description

Attract the very best talent with a compelling employer brand!

Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent. Written by two of the most recognized leaders in employer brand, Richard Mosley and Lars Schmidt, this book gives you actionable advice and expert insight you need to build, scale, and measure a compelling brand. You'll learn how to research what makes your company stand out, the best ways to reach the people you need, and how to convince those people that your company is the ideal place to exercise and develop their skills. The book includes ways to identify the specific traits of your company that aligns with specific talent, and how to translate those traits into employer brand tactic that help you draw the right talent, while repelling the wrong ones. You'll learn how to build and maintain your own distinctive, credible employer brand; and develop a set of relevant, informative success metrics to help you measure ROI. This book shows you how to discover and develop your employer brand to draw the quality talent you need.
  •  Perfect your recruitment marketing
  • Develop a compelling employer value proposition (EVP)
  • Demonstrate your employer brand ROI
Face it: the very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer. It's good for engagement, good for retention, and good for the bottom line. Employer Branding For Dummies helps you hone in on your unique, compelling brand, and get the people you need today.

Table of Contents

    1. Cover
    2. Introduction
      1. About This Book
      2. Foolish Assumptions
      3. Icons Used in This Book
      4. Beyond the Book
      5. Where to Go from Here
    3. Part 1: Getting Started with Employer Branding
      1. Chapter 1: Building a Strong Employer Brand
        1. What Is Employer Branding?
        2. Laying the Foundation for Your Employer Brand
        3. Taking an Honest Look at Your Employer Brand
        4. Putting the Pieces in Place
        5. Spreading the Word through Various Channels
        6. Staying True to the Promise of Your Employer Brand
        7. Monitoring Your Employer Branding Success
      2. Chapter 2: Preparing for the Journey
        1. Finding Your Fit within the Overall Company Strategy
        2. Building Your Business Case for Employer Branding
        3. Making Friends and Influencing People
      3. Chapter 3: Conducting an Employer Brand Health Check
        1. Taking a Look in the Mirror
        2. Taking a Look from the Outside In
        3. Weighing Your Competition
    4. Part 2: Developing an Effective Employer Brand Strategy
      1. Chapter 4: Defining Your Employer Value Proposition
        1. Setting Your Sights on the Goal: A Sample Employer Value Proposition
        2. Brainstorming to Generate Ideas and Content
        3. Balancing Competing Perspectives
        4. Differentiating Your Organization from the Competition
        5. Choosing Your Core Positioning
        6. Writing Your Employer Value Proposition
        7. Sense Checking and Stress Testing
      2. Chapter 5: Building Your Employer Brand Framework
        1. Aligning Your Employer Branding with Your Corporate and Customer Branding
        2. Creating a Visual Brand Identity with Impact
        3. Developing Overarching Recruitment Campaigns
        4. Testing Creative Solutions
      3. Chapter 6: Generating Engaging Content
        1. Grasping the Need to Go Beyond Recruitment Advertising
        2. Mastering the Principles of Content Marketing
        3. Exploring Different Ways to Pitch Your Story
        4. Promoting Employee-Generated Content
        5. Managing Your Content
      4. Chapter 7: Rolling Out Your Employer Brand Strategy
        1. Winning Internal Hearts and Minds
        2. Briefing Managers before Engaging Employees
        3. Briefing Key Management Stakeholders
        4. Briefing Your Recruitment Teams
        5. Engaging Employees
    5. Part 3: Reaching Out through the Right Channels
      1. Chapter 8: Constructing Your Recruitment Marketing Plan
        1. Sizing Up Your Audience
        2. Evaluating Target Talent Media Preferences
        3. Setting Out Your Plan
      2. Chapter 9: Creating a Winning Career Site
        1. Making a Great First Impression
        2. Delivering the Goods: Content
        3. Creating Job Microsites
      3. Chapter 10: Developing Your Talent Network
        1. Leveraging the Networking Power of Current and Former Employees
        2. Boosting Your Rejected Candidate Referral Rate
        3. Creating Your Own Talent Communities
      4. Chapter 11: Engaging Talent through Social Media
        1. Getting Your Head in the Game
        2. Laying the Groundwork
        3. Recruiting on LinkedIn
        4. Giving Job Seekers a Backstage Pass with Glassdoor
        5. Making a Splash on Facebook
        6. Attracting Top Talent on Twitter
        7. Adapting to a New Model: Snapchat
        8. Leveraging Video
        9. Exploring Chat Platforms and Regional Channels
        10. Building a Social Media Calendar
      5. Chapter 12: Making the Most of Recruitment Advertising
        1. Raising Your Employer Brand Profile in Search Engine Results
        2. Sizing Up Paid Media Channels
        3. Getting the Best out of Job Boards
        4. Adding a Personal Touch with Direct Engagement
      6. Chapter 13: Making a Splash on Campus
        1. Marketing to College Students
        2. Choosing Schools Wisely
        3. Supporting College Career and Job Placement Services
        4. Reaching Out to Less Prominent Institutions
    6. Part 4: Delivering on Your Employer Brand Promises
      1. Chapter 14: Shaping a Positive Brand Experience
        1. Applying Customer Experience Thinking to HR Processes
        2. Engaging in Touch-Point Planning
      2. Chapter 15: Making a Positive Impression on Candidates
        1. Building Candidate-Friendly Application and Selection Processes
        2. Ensuring a Positive Brand Experience through Induction and Orientation
      3. Chapter 16: Engaging and Retaining Your Talent
        1. Conducting Engagement Survey Action Planning
        2. Ongoing Engagement and Retention Processes
        3. Maintaining Attraction and Engagement in the Midst of Organizational Change
    7. Part 5: Measuring the Success of Your Employer Branding Strategy
      1. Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring
        1. Linking Recruitment Marketing Activities to Objectives
        2. Measuring the Effectiveness of Recruitment Advertising
        3. Measuring the Effectiveness of Social Campaigns
        4. Measuring the Effectiveness of Career Site Content
        5. Measuring Referral Effectiveness
        6. Analyzing Your Overall Recruitment Marketing Strategy Success
      2. Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value
        1. Tracking Employer Brand Awareness and Reputation
        2. Tracking the Internal Impact of Your Employer Brand Strategy
        3. Analyzing Your Employer Brand Index
        4. Keeping Pace with Talent Market Trends
    8. Part 6: The Part of Tens
      1. Chapter 19: Ten Success Factors to Embrace
        1. Getting Your Leadership Team’s Buy-In
        2. Bridging the Gap between HR and Marketing
        3. Sizing Up Your Company’s Talent Needs
        4. Defining a Clear and Compelling Employer Value Proposition
        5. Building Flexibility into the Framework
        6. Getting Current Employees Onboard First
        7. Making the Most of Social Media
        8. Keeping an Eye on Your Competition
        9. Getting into the Right Shape for Talent
        10. Investing in Metrics
      2. Chapter 20: Ten Common Mistakes to Avoid
        1. Treating Employer Branding as a Project
        2. Failing to Focus
        3. Promising the Sun, the Moon, and the Stars
        4. Playing It Too Safe: Corporate Bland or Industry Generic
        5. Getting Obsessed with the Tagline
        6. Over-Policing Your Local Teams
        7. Underestimating the Resources Required to Create Quality Content
        8. Forgetting to Connect Communication with Experience
        9. Turning Off Your Brand Investment When the Going Gets Tough
        10. Failing to Learn from Experience
      3. Chapter 21: Ten Ways to Minimize Cost and Maximize Impact
        1. Building More Talent Than You Buy
        2. Maximizing Referrals
        3. Hiring Above-Average Talent for an Average Wage
        4. Targeting Efforts to Attract Fewer, But Higher-Quality Candidates
        5. Focusing Your Creative Spend
        6. Shifting from Paid to Owned and Earned Media
        7. Localizing Content Creation
        8. Encouraging Employee-Generated Content
        9. Creating Your Own Talent Pools
        10. Learning from Failure and Building on Success
    9. About the Authors
    10. Advertisement Page
    11. Connect with Dummies
    12. End User License Agreement