The Employer Brand: Keeping Faith with the Deal

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Gower Publishing, Ltd., 2009 - Business & Economics - 216 pages
The culture an organisation cultivates as an employer is just as important to its success as the brand image of its products or services. A culture that is at odds with the organisation's commercial activities is a very powerful signal to customers, employees and other stakeholders; it is a signal that will impact on the employers' sales, market reputation, share value and their ability to attract and retain the kind of employees that they need. In fact, employer branding is a complex process that involves internal and external customers, marketing and human resource professionals. Helen Rosethorn's book puts the whole topic into context, it explores some of the shortcomings of employer branding initiatives to date and provides a practical guide to the kind of strategy and techniques organisations need to embrace in order to make the most of their employer brand. At the heart of the book is the concept of the strategic employee lifecycle and ways in which an organisation should engage with potential, current and past employees. The Employer Brand focuses on the experiences and perspectives of organisations that have applied employer brand practices. It is a book about marketing - and the relationship of customers and employees; about culture - and the need for fundamental change in the role of the human resources function; about psychology - and the changing aspirations of the next generation of employees; and about hard-nosed business - and the tangible and intangible benefits of a successful employer branding strategy and how to realize them.

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Origins Two Roots to the Family Tree
Methodology A Concept in Action
Engagement The Power of People
Globalisation Considerations for the Journey
Sense and Simplicity Uniting the Employee and Customer Proposition
From Poor MS to Your MS The Historical Perspective
Learning the Lessons of History All Over Again
Solving a Crisis Out of a Drama The Passion Behind Social Responsibility
Whats the Deal? The Impact of Legislation and New Technology
Who Owns the Employer Brand? Asking the Question
From Business Case to Payback The Challenge of Meaningful Metrics
The Future Where Next for Employer Brands?

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About the author (2009)

Helen Rosethorn, CEO, Bernard Hodes Group. A pioneer of employer branding practice in the UK, Helen Rosethorn is CEO of the Bernard Hodes Group. After successfully integrating the group into the Omnicom network a decade ago, she has built it into one of the UK's leading employment marketing and talent specialists. An MBA at Bradford Management School crystallised Helen's long-standing interest in the people dimension and cultural dynamics of organisational success. It was here that Hodes' distinctive approach to employer branding had its origins. Developed and refined during more than ten years' practice with blue-chip clients, including GSK, Philips and Nokia, the Hodes' model examines the unwritten deal between employers and employees. A member of Hodes' Global Network Executive Board, Helen is also a principal HR/Brand Strategy Consultant on talent, branding, engagement and communications projects. She speaks and writes widely about all these issues. It is her great hope that the next few years will see more people at CEO level actively engage in the employer brand debate.

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