{"product_id":"employer-brand-management-isbn-9781118898529","title":"Employer Brand Management","description":"\u003cb\u003eAttract, recruit, and retain the very best with a strategic employer brand\u003c\/b\u003e  \u003cp\u003eFrom one of the world's leading pioneers in the employer brand discipline and author of the first book on the subject \u003ci\u003eThe Employer Brand,\u003c\/i\u003e comes the long-awaited practical follow-up \u003ci\u003eEmployer Brand Management\u003c\/i\u003e. Talented, motivated employees are a company's best assets, and the techniques in this book help attract, recruit, and retain the very best. A successful employer brand reaches beyond the boardroom to establish confidence, loyalty, and enthusiasm all the way down the ladder. \u003ci\u003eEmployer Brand Management\u003c\/i\u003e gives readers a personal grasp of a new approach to people management. It draws on significant advances in practices among leading companies to provide a handbook for employer brand development and implementation. With a wide range of case studies and examples, you'll be taken step-by-step through the employer brand development process. You will find information on the latest developments in technology, with particular attention paid to socially-enabled recruitment marketing and employee communication and engagement.\u003c\/p\u003e \u003cp\u003eYou will:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFollow the process of brand planning, definition, implementation, and application\u003c\/li\u003e \u003cli\u003eDiscover how brand thinking can strengthen strategy and reinforce HR value\u003c\/li\u003e \u003cli\u003eImprove existing recruitment and talent management programs\u003c\/li\u003e \u003cli\u003eLearn the importance of employee engagement in the brand experience\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePreface by Simon Barrow ix\u003c\/p\u003e \u003cp\u003e1 Introduction 1\u003c\/p\u003e \u003cp\u003e2 Business Case 11\u003c\/p\u003e \u003cp\u003e3 Brand Ideology 23\u003c\/p\u003e \u003cp\u003e4 Brand Hierarchy and Adaptation 37\u003c\/p\u003e \u003cp\u003e5 Strategy and Capability 47\u003c\/p\u003e \u003cp\u003e6 The Perfect Employee 63\u003c\/p\u003e \u003cp\u003e7 Diversity and Segmentation 73\u003c\/p\u003e \u003cp\u003e8 Reputation and Attraction 81\u003c\/p\u003e \u003cp\u003e9 Engagement and Retention 97\u003c\/p\u003e \u003cp\u003e10 Employer Brand Positioning and Differentiation 109\u003c\/p\u003e \u003cp\u003e11 EVP Development 123\u003c\/p\u003e \u003cp\u003e12 Creative Development 143\u003c\/p\u003e \u003cp\u003e13 Translation, Validation and Adaptation 157\u003c\/p\u003e \u003cp\u003e14 Media Channels and Behaviours 167\u003c\/p\u003e \u003cp\u003e15 Content Marketing 187\u003c\/p\u003e \u003cp\u003e16 Communication and Content Planning 201\u003c\/p\u003e \u003cp\u003e17 Internal Marketing and Engagement 213\u003c\/p\u003e \u003cp\u003e18 Managing the Brand Experience 229\u003c\/p\u003e \u003cp\u003e19 Candidate Management and On-boarding 243\u003c\/p\u003e \u003cp\u003e20 Employer Brand Metrics 251\u003c\/p\u003e \u003cp\u003e21 The Next 10 Years 271\u003c\/p\u003e \u003cp\u003eAppendix 273\u003c\/p\u003e \u003cp\u003eReferences 281\u003c\/p\u003e \u003cp\u003eAcknowledgements 293\u003c\/p\u003e \u003cp\u003eAbout the Author 297\u003c\/p\u003e \u003cp\u003eIndex 299\u003c\/p\u003e  \u003cp\u003e\"\u003cem\u003eEmployer Brand Management\u003c\/em\u003e is a great read for any business looking to attract (and more importantly keep) the cream of the employment crop.\" (\u003cem\u003eEntrepreneur Middle East,\u003c\/em\u003e January 2015) \u003c\/p\u003e\u003cp\u003e\"Mr Mosley's book is thought-provoking, insightful, enjoyable and quirky... a must-read for business leaders.\" (\u003cem\u003eFinancial Adviser,\u003c\/em\u003e January 2015) \u003c\/p\u003e\u003cp\u003e\"If, like me, you're exploring the subject of brand management with an element of scepticism, you'll finish the book with a greater sense of respect and seriousness for the subject.\" (\u003cem\u003eB2B Marketing,\u003c\/em\u003e January 2015) \u003c\/p\u003e\u003cp\u003e\"Every chapter is loaded with understanding, know-how and evidence. It has been produced with a level of social scientific rigour that many texts either lack or simply ignore.\" (\u003cem\u003eEmployer Brand News,\u003c\/em\u003e January 2015)  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eRichard Mosley\u003c\/b\u003e is Executive Vice President of Brand Strategy at TMP Worldwide (New York) and Global Head of the employer brand consultancy, People in Business (London). After 15 years in customer and corporate brand marketing, he recognized both the opportunity and adventure of bringing marketing and HR closer together through the newly emerging discipline of employer brand management, and has been a passionate advocate ever since.\u003cbr\u003eSince co-authoring the first book published on the subject, The Employer Brand (Wiley) in 2005, Richard has led over 50 employer brand development projects around the world. This has included work with Bacardi, BP, Coca-Cola, Ferrero, HSBC, JTI, Lafarge, L'Oreal, Met Life, PepsiCo, P\u0026amp;G, Santander, Unilever, Verizon and many other leading global employers.\u003cbr\u003eRichard regularly chairs HR, Talent and Employer Brand conferences in Europe and Asia, and has conducted employer brand masterclasses in over 20 countries.\u003c\/p\u003e   \u003cp\u003e\"A highly practical guide to a management discipline we take very seriously at McDonald's. It's also a highly enjoyable read, packed with stories and fresh ideas. If you want to shake things up a bit, I suggest you buy this book.\"\u003cbr\u003e \u003cb\u003e—David Fairhurst, Chief People Officer for McDonald's in Europe\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"A deeply insightful read that reminds business leaders that they are first and foremost people leaders and reminds HR leaders that they are marketing leaders of the company's very essence and soul, its people and its culture.\"\u003cbr\u003e \u003cb\u003e—Federico Giovannini, Chief HR Officer at the Ferrero Group\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"This book demonstrates how and why employer brand management lies at the heart of the most effective talent strategies.\"\u003cbr\u003e \u003cb\u003e—David Henderson, Chief Talent Officer, Met Life\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"A compelling case for the importance of employer brand management. Highly informative and practical, this is the kind of book that breaks new ground to really make a difference.\"\u003cbr\u003e \u003cb\u003e—Kevin Lane Keller, Professor of Marketing and Author of \u003ci\u003eStrategic Brand Management\u003c\/i\u003e\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"By far the best documentation and analysis of current thinking around the evolution of recruiting I've ever seen.\"\u003cbr\u003e \u003cb\u003e—Gerry Crispin, Founder of CareerXroads\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"A clear and compelling guide to building a distinctive employer brand and the competitive edge you need to attract and engage the best available talent.\"\u003cbr\u003e \u003cb\u003e—Simon Riis-Hansen, Senior Vice President, Executive HR, LEGO\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989126791397,"sku":"NP9781118898529","price":50.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118898529.jpg?v=1761782903","url":"https:\/\/k12savings.com\/es\/products\/employer-brand-management-isbn-9781118898529","provider":"K12savings","version":"1.0","type":"link"}