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

Első borító
John Wiley & Sons, 2014. aug. 21. - 316 oldal
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
 

Kiválasztott oldalak

Tartalomjegyzék

Table 3
Introduction
List of Illustrations
Business Case
1
Brand Ideology
1
Brand Hierarchy and Adaptation
1
EVP Development
Creative Development
2
Translation Validation and Adaptation
Media Channels and Behaviours
2
1

Strategy and Capability
The Perfect Employee
1
Diversity and Segmentation
Reputation and Attraction
2
1
Engagement and Retention
Employer Brand Positioning and Differentiation
Content Marketing
Communication and Content Planning
Internal Marketing and Engagement
Managing the Brand Experience
Candidate Management and Onboarding
List of Tables
1
Copyright

Más kiadások - Összes megtekintése

Employer Brand Management: Practical Lessons from the World's Leading Employers
Richard Mosley
Nincs elérhető előnézet - 2014

Gyakori szavak és kifejezések

A.G. Lafley Accenture advertising alignment apply approach Bacardi behaviours brand communication brand engagement brand experience brand personality brand perspective brand promises brand reputation build campaign challenges Chapter company's competitive competitors consistent content marketing core values corporate brand creative culture customer brand defined deliver differentiation distinctive diversity drive effective employee engagement employer brand management employer brand marketing employer brand strategy engineering ensure EVP development EVP pillars example external Facebook Figure focus focused global Google graduates hire ideas identify impact important infographic innovation internal investment kind L'Oréal LEGO Group LinkedIn McDonald's Monsanto Netflix number of different on-boarding opportunities organization organization's organizational overall Pepsico performance potential candidates recruitment marketing relevant role segments share significant social media strong employer brand survey talent management target audiences target groups tend touch-point Unilever YouTube

A szerzőről (2014)

Richard Mosley is Executive Vice President of Brand Strategy at TMP Worldwide (New York) and Global Head of the employer brand consultancy, People in Business (London). After 15 years in customer and corporate brand marketing, he recognized both the opportunity and adventure of bringing marketing and HR closer together through the newly emerging discipline of employer brand management, and has been a passionate advocate ever since.
Since co-authoring the first book published on the subject, The Employer Brand (Wiley) in 2005, Richard has led over 50 employer brand development projects around the world. This has included work with Bacardi, BP, Coca-Cola, Ferrero, HSBC, JTI, Lafarge, L'Oreal, Met Life, PepsiCo, P&G, Santander, Unilever, Verizon and many other leading global employers.
Richard regularly chairs HR, Talent and Employer Brand conferences in Europe and Asia, and has conducted employer brand masterclasses in over 20 countries.

Bibliográfiai információk

CímEmployer Brand Management: Practical Lessons from the World's Leading Employers
SzerzőRichard Mosley
Kiadásújranyomás
KiadóJohn Wiley & Sons, 2014
ISBN1118898516, 9781118898512
Terjedelem316 oldal
  
Idézet exportálásaBiBTeX EndNote RefMan