Simon Barrow, Richard Mosley

The Employer Brand

Bringing the Best of Brand Management to People at Work

• Gebundenes Buch

Produktbeschreibung

Levels 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.

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Your most important brand relationship is unlikely to be your choice of breakfast cereal, car or even football team, but the brand you work for: your employer brand.

How people feel about their employer brand is increasingly critical to business success or failure. Leading companies realise its importance in attracting and engaging the people they need to succeed. They also recognise that creating a positive brand experience for employees requires the same degree of focus, care and coherence that has long characterised effective management of the customer brand experience.

Written by the creator of the Employer Brand concept and one of its most experienced practitioners, this book provides an inspirational and practical guide to the subject. Whether you are in senior line management, HR, marketing or internal communications, you will discover how managing your employer brand more effectively can improve your performance.

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 240
• Erscheinungstermin: 1. November 2005
• Englisch
• Abmessung: 235mm x 157mm x 17mm
• Gewicht: 490g
• ISBN-13: 9780470012734
• ISBN-10: 0470012730
• Artikelnr.: 13910611

Autorenporträt

Simon Barrow is director of the think-tank Ekklesia, and a widely-published writer on politics, beliefs and culture. Music (especially contemporary classical and jazz) has been a major part of his life. He has followed the ebb and flow of Yes music for nearly 45 years.

Inhaltsangabe

List of Illustrations. Acknowledgements. Preface. PART I: THE RATIONALE FOR
CHANGE. 1. Birth of an Idea. 2. Changing Needs and Aspirations of
Employees. 3. Investors Awaken. 4. The People Management Challenge. 5. The
role of leadership. PART II: THE HOW TO GUIDE. 6. Brand Fundamentals.
Functional Benefits. Emotional Benefits. Higher Order Benefits, Brand
Values and DNA . Brand Personality. Brand Positioning and Differentiation.
Brand Hierarchy. Brand Vision and Brand Reality. Brand Management and
Development. Brand Consistency and Continuity. Brand Development. Summary.
7. The Business Case. Major Benefits of Employer Branding. Lower Costs.
Customer Satisfaction. Financial Results. Summary. Young, Fast Growing
Companies: Attracting 'The Right Stuff.' Coming of Age: Capturing the
Organisational Spirit. Going International: Translating the Employer Brand
into New Contexts. Merger and Acquisition: Forging a Shared Sense of
Identity and Purpose. Corporate Reinvention: refreshing the Self-Image.
Revitalizing the Customer Brand Proposition: Living the Brand. Burning
Platform: Re-instilling Fresh Belief. Benefits to the HR Function. Benefits
to the Internal Communications Function. Benefits to the Marketing
Function. Winning Support from the Top. Summary. 8. Employer Brand Insight.
Employee Insights. Employee Engagement and Commitment. Benchmarking.
Correlation Analysis. Continuous Research. Culture Mapping. Brand Roots.
Projective and Enabling Techniques. Observation. Segmentation.
Communication Audits. Additional Sources. Labour Market Insights.
Clarifying the Target Market. Needs and Aspirations. Employer Brand Image.
Summary. 9. Employer Brand Positioning. Brand Identity. Monolithic. Parent
. Subsidiary. Brand Integration (Customer and Employer Brands). Corporate
Brand Hierarchy (Parent and Subsidiary). The Key Components of the
Positioning Model. The Brand Reality model. The Brand Vision Model. Target
Employee Profiles. The Employer Brand Proposition. Values. Personality.
Benefits. Employee Value Propositions. Reasons to believe. Summary. 10.
Employer Brand Communication. Identity. Internal Launch. Rational
Understanding. Emotional Engagement. Employee Commitment and Behaviour
Change. Summary. 11. Employer Brand Management. Big Picture: Policy.
External Reputation. Internal Communication. Senior Leadership. Corporate
Social Responsibility. Internal Measurement Systems. Service Support. Local
Picture: Practice. Recruitment and Induction. Team Management. Performance
Appraisal. Learning and development. Reward and Recognition. Working
Environment. The Key Responsibilities of Employer Brand Management.
Summary. 12. The Durability of the Employer Brand Concept. PART III:
APPENDICES. Appendix 1: Reuters Case Study. Appendix 2: Tesco Case Study.
Appendix 3: Extract from Greggs Development Review. References. Index.

Rezensionen

"...the authors offer an intellectual framework, a fresh focus and a stimulating guide...an impressive wake-up call..." (People Management, 10th November 2005) "...not just an eloquent brand management...text but one of the wisest management books in the past five years." (Independent on Sunday, 20th November 2005) "...packed with insight and alarming statistics, it will also prove a great tool for any HR professional..." (Strategic HR Review, 1st November 2005)

"...This is not just an eloquent brand management and marketing text but one of the wisest management books in the past five years." (Independent on Sunday, 20th November 2005)

"...the authors offer an intellectual framework, a fresh focus and a stimulating guide...this book is an impressive wake-up call..." (People Management, 10th November 2005)

"...packed with insight and alarming statistics, it will also prove a great tool for any HR professional..." (Strategic HR Review, 1st November 2005)

"...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)

"...provides inspirational insights into the rationale for employer brand management." (Personnel Today, 17th Jan 06)

"...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)

"...interesting insights..." (Chartered Institute of Personnel and Development, June 2006)