The Employer Brand: Bringing the Best of Brand Management to People at Work

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John Wiley & Sons, Jan 19, 2011 - Business & Economics - 232 pages
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 PrÍt a Manger.
 

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This book is useful for my thesis as the basis creating and supporting interesting ideas.

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A book which was written by experiencing the the value of human beings at work. It opens a new pathway to success before the corporates which is yet to be adapted by most of them.

Contents

SO WHY NOW?
FUNCTIONAL 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
SUMMARY
History
Taking the Lead
Culture and Values
Barbarians at the Gates
Fast Forward
The Living FAST Framework
Mobilisation

SUMMARY
THE MAJOR BENEFITS OF EMPLOYER BRANDING
LIFE CYCLE BENEFITS
WINNING SUPPORT FROM THE TOP
SUMMARY
EMPLOYEE INSIGHTS
LABOUR MARKET INSIGHTS
SUMMARY
BRAND IDENTITY
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
EMPLOYEE VALUE PROPOSITIONS
SUMMARY
IDENTITY
INTERNAL LAUNCH
RATIONAL UNDERSTANDING
EMOTIONAL ENGAGEMENT
EMPLOYEE COMMITMENT AND BEHAVIOUR CHANGE
SUMMARY
POLICY
PRACTICE
THE KEY RESPONSIBILITIES OF EMPLOYER BRAND MANAGEMENT
The Dream Team
Preparing for June 11
Responding to Employee Input
The Main Effort Plan
MANAGING THE LIVING FAST BRAND
KNOW NOW
The Business Context
Customer Insight Unit
Readdressing the Values
Embedding the Values
The Steering Wheel
Delivering on the Employer Brand Promises
My Manager Supports Me to Do a Good Job
Trust and Respect
Employee Segmentation and Flexible Offerings
Diversity
USING VALUES WITHIN THE REVIEW DISCUSSION
Preface
Chapter 3
Chapter 4
Chapter 6
Chapter 8
Chapter 9
Chapter 10
Copyright

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About the author (2011)

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.

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