{"product_id":"employer-branding-for-dummies-isbn-9781119071648","title":"Employer Branding For Dummies","description":"\u003cb\u003eAttract the very best talent with a compelling employer brand!\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003eEmployer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent. Written by two of the most recognized leaders in employer brand, Richard Mosley and Lars Schmidt, this book gives you actionable advice and expert insight you need to build, scale, and measure a compelling brand. You'll learn how to research what makes your company stand out, the best ways to reach the people you need, and how to convince those people that your company is the ideal place to exercise and develop their skills. The book includes ways to identify the specific traits of your company that aligns with specific talent, and how to translate those traits into employer brand tactic that help you draw the right talent, while repelling the wrong ones. You'll learn how to build and maintain your own distinctive, credible employer brand; and develop a set of relevant, informative success metrics to help you measure ROI. This book shows you how to discover and develop your employer brand to draw the quality talent you need.\u003cbr\u003e \u003cul\u003e \u003cli\u003e Perfect your recruitment marketing\u003c\/li\u003e \u003cli\u003eDevelop a compelling employer value proposition (EVP)\u003c\/li\u003e \u003cli\u003eDemonstrate your employer brand ROI\u003c\/li\u003e \u003c\/ul\u003e Face it: the very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer. It's good for engagement, good for retention, and good for the bottom line. Employer Branding For Dummies helps you hone in on your unique, compelling brand, and get the people you need today. \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 3\u003c\/p\u003e \u003cp\u003eBeyond the Book 3\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 3\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Getting Started with Employer Branding\u003c\/b\u003e\u003cb\u003e 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Building a Strong Employer Brand\u003c\/b\u003e\u003cb\u003e 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Employer Branding? 8\u003c\/p\u003e \u003cp\u003eRecognizing the benefits of employer branding 8\u003c\/p\u003e \u003cp\u003eStepping through the employer branding process\/cycle 9\u003c\/p\u003e \u003cp\u003eLaying the Foundation for Your Employer Brand 11\u003c\/p\u003e \u003cp\u003eAligning with business goals and objectives 11\u003c\/p\u003e \u003cp\u003eFitting in with your other brands 12\u003c\/p\u003e \u003cp\u003eRallying the troops (and leaders) 12\u003c\/p\u003e \u003cp\u003eTaking an Honest Look at Your Employer Brand 13\u003c\/p\u003e \u003cp\u003ePutting the Pieces in Place 14\u003c\/p\u003e \u003cp\u003eDefining the give and get of the employment deal 15\u003c\/p\u003e \u003cp\u003eEstablishing employer brand guidelines 16\u003c\/p\u003e \u003cp\u003eGiving your target talent a reason to tune in 17\u003c\/p\u003e \u003cp\u003eSpreading the Word through Various Channels 19\u003c\/p\u003e \u003cp\u003eStaying True to the Promise of Your Employer Brand 20\u003c\/p\u003e \u003cp\u003eMonitoring Your Employer Branding Success 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Preparing for the Journey\u003c\/b\u003e \u003cb\u003e23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinding Your Fit within the Overall Company Strategy 24\u003c\/p\u003e \u003cp\u003eAligning with the corporate brand 25\u003c\/p\u003e \u003cp\u003eAligning with the customer brand 27\u003c\/p\u003e \u003cp\u003eSupporting the business strategy 29\u003c\/p\u003e \u003cp\u003eGetting the right talent onboard 29\u003c\/p\u003e \u003cp\u003eAligning with human resources 34\u003c\/p\u003e \u003cp\u003eBuilding Your Business Case for Employer Branding 34\u003c\/p\u003e \u003cp\u003eConsidering cost-cutting benefits 35\u003c\/p\u003e \u003cp\u003eChecking out possible performance benefits 36\u003c\/p\u003e \u003cp\u003eMaking Friends and Influencing People 38\u003c\/p\u003e \u003cp\u003eGetting senior leadership onboard 38\u003c\/p\u003e \u003cp\u003eConvincing marketing and communications to go along with the idea 39\u003c\/p\u003e \u003cp\u003eGetting HR comfortable with the language and thinking of brand management 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Conducting an Employer Brand Health Check\u003c\/b\u003e\u003cb\u003e 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTaking a Look in the Mirror 42\u003c\/p\u003e \u003cp\u003eFinding out what you already know 42\u003c\/p\u003e \u003cp\u003eConducting employee surveys and focus groups 43\u003c\/p\u003e \u003cp\u003eTaking a Look from the Outside In 47\u003c\/p\u003e \u003cp\u003eGauging employer brand awareness, consideration, and preference 47\u003c\/p\u003e \u003cp\u003eIdentifying your key talent competitors 49\u003c\/p\u003e \u003cp\u003eEvaluating the strength of your organization’s employer brand image 50\u003c\/p\u003e \u003cp\u003eEvaluating the factors that shape your organization’s brand image 53\u003c\/p\u003e \u003cp\u003eWeighing Your Competition 54\u003c\/p\u003e \u003cp\u003eBenchmarking your competitors’ media presence 55\u003c\/p\u003e \u003cp\u003eMapping your competitors’ brand positioning 56\u003c\/p\u003e \u003cp\u003eSpotting generic plays and opportunities to be different 57\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Developing an Effective Employer Brand Strategy\u003c\/b\u003e\u003cb\u003e 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Defining Your Employer Value Proposition\u003c\/b\u003e\u003cb\u003e 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting Your Sights on the Goal: A Sample Employer Value Proposition 64\u003c\/p\u003e \u003cp\u003eBrainstorming to Generate Ideas and Content 66\u003c\/p\u003e \u003cp\u003eGathering the right people 67\u003c\/p\u003e \u003cp\u003eDrawing insights from your data 67\u003c\/p\u003e \u003cp\u003eConducting a productive employer value proposition development workshop 69\u003c\/p\u003e \u003cp\u003eBalancing Competing Perspectives 73\u003c\/p\u003e \u003cp\u003eClarifying the give and get of the employment deal 73\u003c\/p\u003e \u003cp\u003eWeighing current strengths and future aspirations 74\u003c\/p\u003e \u003cp\u003eBalancing global and local considerations 75\u003c\/p\u003e \u003cp\u003eDifferentiating Your Organization from the Competition 76\u003c\/p\u003e \u003cp\u003eChoosing Your Core Positioning 77\u003c\/p\u003e \u003cp\u003eWriting Your Employer Value Proposition 78\u003c\/p\u003e \u003cp\u003eSense Checking and Stress Testing 79\u003c\/p\u003e \u003cp\u003eIdentifying tangible claims and proof points 79\u003c\/p\u003e \u003cp\u003eField-testing your draft employer value proposition 80\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Building Your Employer Brand Framework\u003c\/b\u003e \u003cb\u003e83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAligning Your Employer Branding with Your Corporate and Customer Branding 84\u003c\/p\u003e \u003cp\u003eWorking with a monolithic brand 84\u003c\/p\u003e \u003cp\u003eNavigating within a house of brands 86\u003c\/p\u003e \u003cp\u003eOptimizing the parent-subsidiary house of brands framework 87\u003c\/p\u003e \u003cp\u003eCreating a Visual Brand Identity with Impact 88\u003c\/p\u003e \u003cp\u003eDeveloping Overarching Recruitment Campaigns 90\u003c\/p\u003e \u003cp\u003eSetting campaign objectives 90\u003c\/p\u003e \u003cp\u003eWriting a creative creative brief 91\u003c\/p\u003e \u003cp\u003eChoosing the right creatives to work with 92\u003c\/p\u003e \u003cp\u003eTesting Creative Solutions 95\u003c\/p\u003e \u003cp\u003eChecking whether a creative solution works across different target groups 95\u003c\/p\u003e \u003cp\u003eChoosing the best creative solutions 97\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Generating Engaging Content\u003c\/b\u003e \u003cb\u003e101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrasping the Need to Go Beyond Recruitment Advertising 102\u003c\/p\u003e \u003cp\u003eMastering the Principles of Content Marketing 103\u003c\/p\u003e \u003cp\u003eBalancing immediate engagement with long-term brand building 104\u003c\/p\u003e \u003cp\u003eLocal engagement hooks 105\u003c\/p\u003e \u003cp\u003eExploring Different Ways to Pitch Your Story 105\u003c\/p\u003e \u003cp\u003eShowcasing existing talent: Employee profiles and stories 106\u003c\/p\u003e \u003cp\u003eBe bold: Cutting through the corporate speak 110\u003c\/p\u003e \u003cp\u003eDelivering facts, figures, and infographics 112\u003c\/p\u003e \u003cp\u003eMaking the most of video 113\u003c\/p\u003e \u003cp\u003eGaming your system 114\u003c\/p\u003e \u003cp\u003ePromoting Employee-Generated Content 114\u003c\/p\u003e \u003cp\u003eFacilitating employee-generated content with the right technology 116\u003c\/p\u003e \u003cp\u003eDeveloping policies to prevent misbehavior and mishaps 116\u003c\/p\u003e \u003cp\u003eManaging Your Content 117\u003c\/p\u003e \u003cp\u003eAssembling a content marketing and management team 117\u003c\/p\u003e \u003cp\u003eConducting a content audit 118\u003c\/p\u003e \u003cp\u003eTagging and categorizing content to facilitate indexing and raise its search engine ranking 119\u003c\/p\u003e \u003cp\u003eBuilding a content marketing editorial calendar 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Rolling Out Your Employer Brand Strategy\u003c\/b\u003e\u003cb\u003e 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWinning Internal Hearts and Minds 121\u003c\/p\u003e \u003cp\u003eBriefing Managers before Engaging Employees 123\u003c\/p\u003e \u003cp\u003eBriefing Key Management Stakeholders 124\u003c\/p\u003e \u003cp\u003eEngaging leadership 124\u003c\/p\u003e \u003cp\u003ePitching your plan to the HR\/talent community 125\u003c\/p\u003e \u003cp\u003eEnsuring alignment with corporate communications and marketing 126\u003c\/p\u003e \u003cp\u003eBriefing Your Recruitment Teams 127\u003c\/p\u003e \u003cp\u003eDeveloping your employer brand toolkit 127\u003c\/p\u003e \u003cp\u003eCreating content playbooks 128\u003c\/p\u003e \u003cp\u003eProviding guidance on localization 129\u003c\/p\u003e \u003cp\u003eGetting team managers onboard 130\u003c\/p\u003e \u003cp\u003eEngaging Employees 132\u003c\/p\u003e \u003cp\u003eThink: Taking a rational, measured approach 134\u003c\/p\u003e \u003cp\u003eFeel: Nurturing emotional engagement 135\u003c\/p\u003e \u003cp\u003eDo: Inspiring employee commitment and behavior change 136\u003c\/p\u003e \u003cp\u003eMaintaining consistency and continuity 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Reaching Out through the Right Channels\u003c\/b\u003e\u003cb\u003e 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Constructing Your Recruitment Marketing Plan\u003c\/b\u003e\u003cb\u003e 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSizing Up Your Audience 142\u003c\/p\u003e \u003cp\u003eSegmenting your audience 142\u003c\/p\u003e \u003cp\u003ePrioritizing your audience segments 143\u003c\/p\u003e \u003cp\u003eCreating talent personas 144\u003c\/p\u003e \u003cp\u003eEvaluating Target Talent Media Preferences 146\u003c\/p\u003e \u003cp\u003eMapping out your media options 146\u003c\/p\u003e \u003cp\u003eReaching people on the move (mobile) 147\u003c\/p\u003e \u003cp\u003eConnecting with active and passive job seekers 148\u003c\/p\u003e \u003cp\u003eSetting Out Your Plan 149\u003c\/p\u003e \u003cp\u003eBalancing inbound and outbound marketing activities 150\u003c\/p\u003e \u003cp\u003ePutting a recruitment marketing system in place 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Creating a Winning Career Site\u003c\/b\u003e \u003cb\u003e153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking a Great First Impression 154\u003c\/p\u003e \u003cp\u003eChecking off landing page essentials 154\u003c\/p\u003e \u003cp\u003eIntegrating with your social properties 155\u003c\/p\u003e \u003cp\u003eOptimizing for mobile 157\u003c\/p\u003e \u003cp\u003eStaying a step ahead of the Joneses 157\u003c\/p\u003e \u003cp\u003eDelivering the Goods: Content 158\u003c\/p\u003e \u003cp\u003eAligning your website with your employer value proposition 159\u003c\/p\u003e \u003cp\u003eTailoring content to target groups 159\u003c\/p\u003e \u003cp\u003eWriting effective job descriptions 160\u003c\/p\u003e \u003cp\u003eMaking it easy to apply 162\u003c\/p\u003e \u003cp\u003ePersonalizing your response letters 163\u003c\/p\u003e \u003cp\u003eCreating Job Microsites 164\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Developing Your Talent Network\u003c\/b\u003e\u003cb\u003e 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLeveraging the Networking Power of Current and Former Employees 166\u003c\/p\u003e \u003cp\u003eUnderstanding why referrals make great hires 166\u003c\/p\u003e \u003cp\u003eSetting up an employee referral program 167\u003c\/p\u003e \u003cp\u003eBuilding an alumni talent network 171\u003c\/p\u003e \u003cp\u003eBoosting Your Rejected Candidate Referral Rate 173\u003c\/p\u003e \u003cp\u003eCreating Your Own Talent Communities 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Engaging Talent through Social Media\u003c\/b\u003e\u003cb\u003e 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Your Head in the Game 178\u003c\/p\u003e \u003cp\u003eWhere to show up: Choosing social channels 178\u003c\/p\u003e \u003cp\u003eHow to engage potential candidates 178\u003c\/p\u003e \u003cp\u003eLaying the Groundwork 180\u003c\/p\u003e \u003cp\u003eChoosing a social dashboard 180\u003c\/p\u003e \u003cp\u003eBudgeting for ads and sponsored content 181\u003c\/p\u003e \u003cp\u003eMaking time for social media 181\u003c\/p\u003e \u003cp\u003eRecruiting on LinkedIn 182\u003c\/p\u003e \u003cp\u003eBuilding your Company and Career pages 182\u003c\/p\u003e \u003cp\u003ePosting regular status updates 183\u003c\/p\u003e \u003cp\u003eMeasuring and optimizing engagement 183\u003c\/p\u003e \u003cp\u003eHaving employees update their profiles 184\u003c\/p\u003e \u003cp\u003eGiving Job Seekers a Backstage Pass with Glassdoor 184\u003c\/p\u003e \u003cp\u003eMaking a Splash on Facebook 187\u003c\/p\u003e \u003cp\u003eCreating a Facebook Page 187\u003c\/p\u003e \u003cp\u003eHosting Facebook Groups 189\u003c\/p\u003e \u003cp\u003eBroadcasting via Facebook Live 189\u003c\/p\u003e \u003cp\u003eAttracting Top Talent on Twitter 190\u003c\/p\u003e \u003cp\u003ePicking up strategies by observing others 190\u003c\/p\u003e \u003cp\u003eUsing hashtags to source candidates 190\u003c\/p\u003e \u003cp\u003eEngaging prospects 191\u003c\/p\u003e \u003cp\u003eGetting your employees involved 192\u003c\/p\u003e \u003cp\u003eGauging your Twitter impact 192\u003c\/p\u003e \u003cp\u003eAdapting to a New Model: Snapchat 192\u003c\/p\u003e \u003cp\u003eLeveraging Video 193\u003c\/p\u003e \u003cp\u003eExploring ways to use video in recruitment marketing 194\u003c\/p\u003e \u003cp\u003eRecognizing the importance of YouTube 194\u003c\/p\u003e \u003cp\u003eExploring Chat Platforms and Regional Channels 195\u003c\/p\u003e \u003cp\u003eBuilding a Social Media Calendar 196\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Making the Most of Recruitment Advertising\u003c\/b\u003e\u003cb\u003e 199\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRaising Your Employer Brand Profile in Search Engine Results 200\u003c\/p\u003e \u003cp\u003eUsing search engine optimization to improve your site’s search engine ranking 201\u003c\/p\u003e \u003cp\u003eGaining traction with search engine marketing 202\u003c\/p\u003e \u003cp\u003eSizing Up Paid Media Channels 203\u003c\/p\u003e \u003cp\u003eEvaluating your potential media mix 204\u003c\/p\u003e \u003cp\u003eProgrammatic media buying 206\u003c\/p\u003e \u003cp\u003eGetting the Best out of Job Boards 207\u003c\/p\u003e \u003cp\u003eAdding a Personal Touch with Direct Engagement 208\u003c\/p\u003e \u003cp\u003ePersonalizing your message 208\u003c\/p\u003e \u003cp\u003eCutting through the spam 209\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Making a Splash on Campus\u003c\/b\u003e\u003cb\u003e 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing to College Students 212\u003c\/p\u003e \u003cp\u003eUnderstanding the student\/graduate mind-set 212\u003c\/p\u003e \u003cp\u003eAttending to key touch points 213\u003c\/p\u003e \u003cp\u003eEvaluating regional differences 215\u003c\/p\u003e \u003cp\u003eConverting interns 215\u003c\/p\u003e \u003cp\u003eDesigning an attractive graduate program 216\u003c\/p\u003e \u003cp\u003eBalancing targeting with diversity 217\u003c\/p\u003e \u003cp\u003eChoosing Schools Wisely 218\u003c\/p\u003e \u003cp\u003eSupporting College Career and Job Placement Services 219\u003c\/p\u003e \u003cp\u003eReaching Out to Less Prominent Institutions 220\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4: Delivering on Your Employer Brand Promises\u003c\/b\u003e\u003cb\u003e 223\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Shaping a Positive Brand Experience\u003c\/b\u003e\u003cb\u003e 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eApplying Customer Experience Thinking to HR Processes 226\u003c\/p\u003e \u003cp\u003eThinking differently about HR 226\u003c\/p\u003e \u003cp\u003eReviewing your current employment experience 227\u003c\/p\u003e \u003cp\u003eEngaging in Touch-Point Planning 230\u003c\/p\u003e \u003cp\u003eConducting a touch-point review 230\u003c\/p\u003e \u003cp\u003eTouch-point action planning 232\u003c\/p\u003e \u003cp\u003eDesigning signature experiences 233\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Making a Positive Impression on Candidates\u003c\/b\u003e\u003cb\u003e 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding Candidate-Friendly Application and Selection Processes 238\u003c\/p\u003e \u003cp\u003eDesigning a professional and courteous application and selection funnel 238\u003c\/p\u003e \u003cp\u003eTailoring your application, screening, and selection process to your EVP 242\u003c\/p\u003e \u003cp\u003eEnsuring a Positive Brand Experience through Induction and Orientation 243\u003c\/p\u003e \u003cp\u003eFocusing on the fundamentals 244\u003c\/p\u003e \u003cp\u003ePreboarding new hires 246\u003c\/p\u003e \u003cp\u003eProviding a warm welcome 247\u003c\/p\u003e \u003cp\u003eDesigning an extensive orientation process 248\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Engaging and Retaining Your Talent\u003c\/b\u003e\u003cb\u003e 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConducting Engagement Survey Action Planning 249\u003c\/p\u003e \u003cp\u003eConsidering the conventional approach to engagement action planning 250\u003c\/p\u003e \u003cp\u003eLeading with your EVP 251\u003c\/p\u003e \u003cp\u003eLeading from the top 254\u003c\/p\u003e \u003cp\u003eOngoing Engagement and Retention Processes 255\u003c\/p\u003e \u003cp\u003eConducting team briefings 255\u003c\/p\u003e \u003cp\u003eEngaging in key people-management conversations 256\u003c\/p\u003e \u003cp\u003eIdentifying and responding to retention risks 257\u003c\/p\u003e \u003cp\u003eEstablishing an early-warning system 258\u003c\/p\u003e \u003cp\u003eMaintaining Attraction and Engagement in the Midst of Organizational Change 260\u003c\/p\u003e \u003cp\u003eNavigating a reorganization 260\u003c\/p\u003e \u003cp\u003eSmoothing the transition during an acquisition 261\u003c\/p\u003e \u003cp\u003eRebranding a merger of equals 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5: Measuring the Success of Your Employer Branding Strategy\u003c\/b\u003e\u003cb\u003e 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring\u003c\/b\u003e\u003cb\u003e 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLinking Recruitment Marketing Activities to Objectives 266\u003c\/p\u003e \u003cp\u003eMeasuring the Effectiveness of Recruitment Advertising 267\u003c\/p\u003e \u003cp\u003eAdvertising costs 267\u003c\/p\u003e \u003cp\u003eAudience exposure 268\u003c\/p\u003e \u003cp\u003eEngagement 268\u003c\/p\u003e \u003cp\u003eSource of application and source of hire 268\u003c\/p\u003e \u003cp\u003eAnalyzing the effectiveness of recruitment advertising 269\u003c\/p\u003e \u003cp\u003eMeasuring the Effectiveness of Social Campaigns 269\u003c\/p\u003e \u003cp\u003eSocial media costs 270\u003c\/p\u003e \u003cp\u003eAudience exposure 270\u003c\/p\u003e \u003cp\u003eEngagement 270\u003c\/p\u003e \u003cp\u003eSource of application, source of hire, and source of influence 271\u003c\/p\u003e \u003cp\u003eUsing the results of your analysis to enhance your recruitment marketing 272\u003c\/p\u003e \u003cp\u003eMeasuring the Effectiveness of Career Site Content 272\u003c\/p\u003e \u003cp\u003eCareer site costs 273\u003c\/p\u003e \u003cp\u003eAudience exposure 273\u003c\/p\u003e \u003cp\u003eEngagement 274\u003c\/p\u003e \u003cp\u003eSource of application and source of hire 274\u003c\/p\u003e \u003cp\u003eImproving career site effectiveness through analysis 275\u003c\/p\u003e \u003cp\u003eMeasuring Referral Effectiveness 275\u003c\/p\u003e \u003cp\u003eReferral costs 275\u003c\/p\u003e \u003cp\u003eAudience exposure 276\u003c\/p\u003e \u003cp\u003eEngagement 276\u003c\/p\u003e \u003cp\u003eSource of application and source of hire 276\u003c\/p\u003e \u003cp\u003eImproving referral effectiveness through analysis 277\u003c\/p\u003e \u003cp\u003eAnalyzing Your Overall Recruitment Marketing Strategy Success 277\u003c\/p\u003e \u003cp\u003eCalculating cost-per-hire 278\u003c\/p\u003e \u003cp\u003eMeasuring success in terms of quality applicants and hires 279\u003c\/p\u003e \u003cp\u003eComparing your results to external benchmarks 280\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value\u003c\/b\u003e\u003cb\u003e 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTracking Employer Brand Awareness and Reputation 282\u003c\/p\u003e \u003cp\u003eMeasuring improvements in brand awareness, consideration, and preference 282\u003c\/p\u003e \u003cp\u003eExamining conversion ratios 285\u003c\/p\u003e \u003cp\u003eConducting employer brand image surveys 285\u003c\/p\u003e \u003cp\u003eDrawing conclusions from external brand tracking 287\u003c\/p\u003e \u003cp\u003eTracking the Internal Impact of Your Employer Brand Strategy 289\u003c\/p\u003e \u003cp\u003eEvaluating employee engagement 289\u003c\/p\u003e \u003cp\u003eTracking your employer brand experience 290\u003c\/p\u003e \u003cp\u003eEvaluating the candidate experience 292\u003c\/p\u003e \u003cp\u003eAssessing the onboarding experience 294\u003c\/p\u003e \u003cp\u003eEvaluating employer branding’s impact on employee performance 294\u003c\/p\u003e \u003cp\u003eAnalyzing Your Employer Brand Index 296\u003c\/p\u003e \u003cp\u003eKeeping Pace with Talent Market Trends 297\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 6: The Part of Tens\u003c\/b\u003e\u003cb\u003e 301\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Ten Success Factors to Embrace\u003c\/b\u003e\u003cb\u003e 303\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Your Leadership Team’s Buy-In 303\u003c\/p\u003e \u003cp\u003eBridging the Gap between HR and Marketing 304\u003c\/p\u003e \u003cp\u003eSizing Up Your Company’s Talent Needs 305\u003c\/p\u003e \u003cp\u003eDefining a Clear and Compelling Employer Value Proposition 305\u003c\/p\u003e \u003cp\u003eBuilding Flexibility into the Framework 306\u003c\/p\u003e \u003cp\u003eGetting Current Employees Onboard First 306\u003c\/p\u003e \u003cp\u003eMaking the Most of Social Media 307\u003c\/p\u003e \u003cp\u003eKeeping an Eye on Your Competition 307\u003c\/p\u003e \u003cp\u003eGetting into the Right Shape for Talent 308\u003c\/p\u003e \u003cp\u003eInvesting in Metrics 308\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20: Ten Common Mistakes to Avoid\u003c\/b\u003e\u003cb\u003e 311\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTreating Employer Branding as a Project 311\u003c\/p\u003e \u003cp\u003eFailing to Focus 312\u003c\/p\u003e \u003cp\u003ePromising the Sun, the Moon, and the Stars 312\u003c\/p\u003e \u003cp\u003ePlaying It Too Safe: Corporate Bland or Industry Generic 313\u003c\/p\u003e \u003cp\u003eGetting Obsessed with the Tagline 314\u003c\/p\u003e \u003cp\u003eOver-Policing Your Local Teams 314\u003c\/p\u003e \u003cp\u003eUnderestimating the Resources Required to Create Quality Content 315\u003c\/p\u003e \u003cp\u003eForgetting to Connect Communication with Experience 315\u003c\/p\u003e \u003cp\u003eTurning Off Your Brand Investment When the Going Gets Tough 316\u003c\/p\u003e \u003cp\u003eFailing to Learn from Experience 317\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21: Ten Ways to Minimize Cost and Maximize Impact\u003c\/b\u003e\u003cb\u003e 319\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding More Talent Than You Buy 320\u003c\/p\u003e \u003cp\u003eMaximizing Referrals 320\u003c\/p\u003e \u003cp\u003eHiring Above-Average Talent for an Average Wage 320\u003c\/p\u003e \u003cp\u003eTargeting Efforts to Attract Fewer, But Higher-Quality Candidates 321\u003c\/p\u003e \u003cp\u003eFocusing Your Creative Spend 321\u003c\/p\u003e \u003cp\u003eShifting from Paid to Owned and Earned Media 322\u003c\/p\u003e \u003cp\u003eLocalizing Content Creation 322\u003c\/p\u003e \u003cp\u003eEncouraging Employee-Generated Content 323\u003c\/p\u003e \u003cp\u003eCreating Your Own Talent Pools 323\u003c\/p\u003e \u003cp\u003eLearning from Failure and Building on Success 324\u003c\/p\u003e \u003cp\u003eIndex 325\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eRichard Mosley,\u003c\/b\u003e Universum's Global Head of Strategy, is widely recognized as a leading global authority on the subject of employer branding. He regularly chairs or delivers keynote presentations at many of the world's leading employer brand events.\u003cbr\u003e \u003cb\u003eLars Schmidt,\u003c\/b\u003e Founder of Amplify Talent and Cofounder of HR Open Source, is a leading strategy consultant, speaker, and writer in the fields of employer branding and recruiting.    \u003c\/p\u003e\u003cul\u003e \u003cli\u003ePerfect your recruitment marketing\u003c\/li\u003e \u003cli\u003eDevelop a compelling employer value proposition\u003c\/li\u003e \u003cli\u003eDemonstrate your employer brand ROI\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003e\u003cb\u003eAttract and retain the very best talent\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eThe very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer — and this book gives you the hard facts and expert insight you need to build your brand as a great place to work. From creating a distinctive employer identity to perfecting your talent-sourcing techniques, it helps create an employer brand that will get the very best talent beating a path to your door.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eInside …\u003c\/b\u003e  \u003c\/p\u003e\u003cul\u003e \u003cli\u003eCreate a strong business case\u003c\/li\u003e \u003cli\u003eDevelop an effective strategy\u003c\/li\u003e \u003cli\u003eIdentify your key target  audiences\u003c\/li\u003e \u003cli\u003eCreate a compelling brand  promise\u003c\/li\u003e \u003cli\u003eBuild an attractive career site\u003c\/li\u003e \u003cli\u003eHarness social media\u003c\/li\u003e \u003cli\u003eDeliver an engaging experience\u003c\/li\u003e \u003cli\u003eIdentify the right metrics and KPIs\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989126660325,"sku":"NP9781119071648","price":26.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119071648.jpg?v=1761782902","url":"https:\/\/k12savings.com\/products\/employer-branding-for-dummies-isbn-9781119071648","provider":"K12savings","version":"1.0","type":"link"}