Employer brand management : practical lessons from the world's leading employers /

• Κύριος συγγραφέας: Mosley, Richard, 1964-
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Chichester, West Sussex, United Kingdom : Wiley, [2014]
• Θέματα: Personnel management.; Employees > Recruiting.; Corporate culture.; Corporate image.; Branding (Marketing); BUSINESS & ECONOMICS > Decision-Making & Problem Solving.; Electronic books.

"A practical guide to the key global trends and practices that are transforming HR, talent acquisition and management. Building on the success of The Employer Brand, a conceptual introduction to what has now become a well-established concept; this is a practical guide to implementation, drawing...

Πίνακας περιεχομένων:

• Cover; Title Page; Copyright; Contents; Preface by Simon Barrow; Chapter 1 Introduction; Why the New Book?; Why should Companies invest in Employer Brand Management?; Defining 'Employer Brand'; The Difference between Branding and Brand Management; Summary and Key Conclusions; Chapter 2 Business Case; 1. The Cost Benefits of a Strong Employer Brand; (a) Targeting the right potential candidates; (b) Rationalizing your creative spend; (c) Building brand awareness and equity; (d) Enhancing your pulling power; (e) Hiring good people for less; (f) Reducing unwanted attrition (and re-hire).
• 2. The Performance Benefits of a Strong Employer Brand(a) Hiring more high performers; (b) On-boarding employees more effectively; (c) Improving employee engagement; (d) Enhancing communication and change management effectiveness; (e) Building brand engagement; Summary and Key Conclusions; Chapter 3 Brand Ideology; Defining a Clear and Compelling Statement of Purpose; Vision and mission; Core Values; The Core Values of Guardian Media Group; Johnson & Johnson's credo; Summary and Key Conclusions; Chapter 4 Brand Hierarchy and Adaptation; 'Integrated ' Branded House Model.
• 'Parent-subsidiary' House of Brands ModelWho Owns the Brand?; Summary and Key Conclusions; Chapter 5 Strategy and Capability; Corporate Strategy; Business Strategy; HR Strategy; Talent Strategy; Inclusive vs Exclusive Talent Management; Buy, Borrow or Build?; Global Local Strategy; Summary and Key Conclusions; Chapter 6 The Perfect Employee; Identifying the Right Talent; Summary and Key Conclusions; Chapter 7 Diversity and Segmentation; Accounting for Diversity; The Benefits of Diversity; Talent Segmentation; Sumary and Key Conclusions; Chapter 8 Reputation and Attraction.
• Evaluating your External Reputation(a) Industry image; (b) Competitor analysis; (c) Attraction; Assesing your External Reputation; (a) Corporate Reputation Surveys; (b) Student Surveys; (c) Experienced Hire Surveys; (d) New Joiner Surveys; (e) Social Reputation Audit; Image Analysis; Summary and Key Conclusions; Chapter 9 Engagement and Retention; Gallup; Towers Watson; Employee Engagement Surveys; (a) Engagement heatmap; (b) Performance scorecard; (c) Engagement drivers; (d) Differentiators; (e) Momentum; Retention Drivers; Qualitative Research; Summary and Key Conclusions.
• Chapter 10 Employer Brand Positioning and Differentiation(a) Status; (b) Purpose; (c) Teamwork; (d) Autonomy; (e) Innovation; (f) Learning; (g) Progression; (h) Performance; Competitor Maping; Summary and Key Conclusions; Chapter 11 EVP Development; Establishing A Strong Foundation; (a) Selecting the right development team; (b) Consultation with executive management; (c) Consultation with the HR leadership team; (d) Consultation with the brand team; (e) Agency support; (f) Establishing the business case and securing leadership support; (g) Review your existing data and insights.