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

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John Wiley & Sons, 19 gen 2011 - 240 pagine
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.
 

Pagine selezionate

Sommario

Birth of an Idea
3
The Changing Needs and Aspirations of Employees
13
Investors Awaken
21
The People Management Challenge
37
The Role of Leadership
45
Brand Fundamentals
57
The Business Case
69
Employer Brand Insight
85
Employer Brand Communication
129
Employer Brand Management
147
The Durability of the Employer Brand Concept
163
Tesco Case Study
185
Extract from Greggs Development Review
197
Index
207
144
211
Copyright

Employer Brand Positioning
109

Parole e frasi comuni

360-degree feedback advertising approach behaviour believe benefits brand engagement brand experience brand personality brand positioning brand reality brand values Chapter Compass Group consistent context core values corporate culture customer brand customer satisfaction define deliver director drive drivers of employee employee commitment employee engagement employee research employer brand management employer brand mix employer brand proposition employment experience ensure external brand factors Fast Forward feedback focus function global Glocer Greg Dyke identify important internal communication investment involved isation issues audit June 11 launch leadership levels of employee line managers Living FAST marketing ment messages Nationwide Building Society organisation organisation’s people's PepsiCo performance potential programme recognise recruitment relationship response Reuters role senior management share significant Simon Barrow staff survey Talent tend Terry Leahy Tesco tion Tom Glocer understanding Unilever Vodafone

Informazioni sull'autore (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.

Informazioni bibliografiche

TitoloThe Employer Brand: Bringing the Best of Brand Management to People at Work
AutoriSimon Barrow, Richard Mosley
EditoreJohn Wiley & Sons, 2011
ISBN111999554X, 9781119995548
Lunghezza240 pagine
  
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