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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. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and Prêt a Manger.

作者简介：

Simon Barrow and Richard Mosley are colleagues in the London based management consultancy People in Business, whose work with senior managers to improve their organisation’s performance is driven by the thinking in this book.

Simon Barrow was a brand manager at Best Foods (now Unilever) and Colgate-Palmolive before becoming CEO of an advertising agency within the Charles Barker Group, where his growing involvement with HR sparked his creation of the Employer Brand concept and subsequent research with London Business School.

Richard Mosley has been involved in brand strategy development and implementation for nearly twenty years, including eight years with WPP’s marketing consultancy Added Value where he led the internal marketing practice.

Both authors share a belief in the need for marketing and HR to work together more effectively, especially in businesses which rely on people to deliver the customer brand experience.

People in Business’s recent clients include BP, British Airways, Hiscox, John Lewis, Man Investments and Unilever.

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

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书籍介绍

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. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and Pr?t a Manger.