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

319 Pages·2014·19.65 MB·English

by  Mosley

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PRAISE FOR THE EMPLOYER BRAND® (2005)
“This is not just an eloquent brand management and marketing text, but one of the
wisest management books in the past five years.”
Independent on Sunday
“Building an effective employer brand is increasingly essential to attract scarce talent,
provide a focal point during times of change, and support the kind of internal commit-
ment required to genuinely ‘live the brand’. If you need to strengthen your employer
brand, this book will help you”.
Sir Martin Sorrell – CEO, WPP
“Many large companies recognize that internal marketing is as important as external
marketing and that the same disciplines apply. This book is a wake-up call”
Tim Ambler – Senior Fellow, London Business School
“The Employer Brand is a big idea which helps build a much needed bridge between the
often divided communities of HR and marketing”
Geoff Armstrong – President, World Federation of Personnel Management
Associations

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Employer Brand Management
Practical Lessons From The World’s
Leading Employers
Richard Mosley
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This edition first published 2014
© 2014 John Wiley and Sons Ltd
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Library of Congress Cataloging-in-Publication Data
Mosley, Richard, 1964–
Employer brand management : practical lessons from the world’s leading employers / Richard Mosley.
pages cm
Includes bibliographical references and index.
ISBN 978-1-118-89852-9 (hardback)
1. Personnel management. 2. Employees—Recruiting. 3. Corporate culture. 4. Corporate image.
5. Branding (Marketing) I. Title.
HF5549.M6675 2014
658.3'01—dc23
2014020560
A catalogue record for this book is available from the British Library.
ISBN 978-1-118-89852-9 (hardback)
ISBN 978-1-118-89851-2 (ebk) ISBN 978-1-118-89850-5 (ebk)
Cover design: AIA Worldwide design team
Set in 10/12 and Garamond 3 LT Std by SPi Global India Pvt., Ltd.
Printed in Great Britain by TJ International Ltd, Padstow, Cornwall, UK
ffirs.indd 07/02/2014 Page v
To my children Loveday and Tom.
Work at its best can be a great adventure. May you find
what you love most and do best, live your lives to the full,
and leave the world a better place.
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CONTENTS
Preface by Simon Barrow ix
1 Introduction 1
2 Business Case 11
3 Brand Ideology 23
4 Brand Hierarchy and Adaptation 37
5 Strategy and Capability 47
6 The Perfect Employee 63
7 Diversity and Segmentation 73
8 Reputation and Attraction 81
9 Engagement and Retention 97
10 Employer Brand Positioning and Differentiation 109
11 EVP Development 123
12 Creative Development 143
13 Translation, Validation and Adaptation 157
14 Media Channels and Behaviours 167
15 Content Marketing 187
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viii CONTENTS
16 Communication and Content Planning 201
17 Internal Marketing and Engagement 213
18 Managing the Brand Experience 229
19 Candidate Management and On-boarding 243
20 Employer Brand Metrics 251
21 The Next 10 Years 271
Appendix 273
References 281
Acknowledgements 293
About the Author 297
Index 299