LEADER 06733nam 2200721 450 001 9910132181203321 005 20200520144314.0 010 $a1-118-89851-6 010 $a1-119-20805-X 010 $a1-118-89850-8 035 $a(CKB)3710000000205347 035 $a(EBL)1753760 035 $a(OCoLC)885123228 035 $a(DLC) 2014022696 035 $a(Au-PeEL)EBL1753760 035 $a(CaPaEBR)ebr10902329 035 $a(CaONFJC)MIL632037 035 $a(OCoLC)881318369 035 $a(CaSebORM)9781118898512 035 $a(MiAaPQ)EBC1753760 035 $a(EXLCZ)993710000000205347 100 $a20140815h20142014 uy 0 101 0 $aeng 135 $aur||||||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aEmployer brand management $epractical lessons from the world's leading employers /$fRichard Mosley ; preface by Simon Barrow 210 1$aChichester, [England] :$cWiley,$d2014. 210 4$dİ2014 215 $a1 online resource (319 p.) 300 $aDescription based upon print version of record. 311 $a1-118-89852-4 320 $aIncludes bibliographical references and index. 327 $aCover; 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) 327 $a2. 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 327 $a'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; Summary and Key Conclusions; Chapter 8 Reputation and Attraction 327 $aEvaluating your External Reputation(a) Industry image; (b) Competitor analysis; (c) Attraction; Assessing 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 327 $aChapter 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 327 $a(h) Building an insight platform 330 $a"A practical guide to the key global trends and practices that are transforming HR, talent acquisition and management.Building on the success of The Employer Brand, a conceptual introduction to what has now become a well-established concept; this is a practical guide to implementation, drawing on a much wider range of cases and examples. This book draws on the significant advances in employer brand practice among leading companies to give managers hands on advice for implementing successful employer brand planning, employer brand definition, employer brand implementation and specific applications. It will demonstrate how employer brand thinking can strengthen organisational HR strategy and reinforce HR's value to the business. Offers practical help in improving existing programmes of recruitment and talent management Demonstrates the importance of people in delivering the desired brand experience Gives the reader a personal grasp of a new approach to people management "--$cProvided by publisher. 330 $a"This book draws on the significant advances in employer brand practice among leading companies to provide hands-on advice to those interested in applying the most advanced tools and techniques in this fast emerging management discipline. The book walks the reader through employer brand planning, employer brand definition, employer brand implementation and specific applications. It shows how employer brand thinking can strengthen HR strategy and reinforce HR's value to the business. And finally, it offers practical help in improving existing programs of recruitment and talent management, demonstrates the importance of people in delivering the desired brand experience, and gives the reader a personal grasp of a new approach to people management"--$cProvided by publisher. 606 $aPersonnel management 606 $aEmployees$xRecruiting 606 $aCorporate culture 606 $aCorporate image 606 $aBranding (Marketing) 615 0$aPersonnel management. 615 0$aEmployees$xRecruiting. 615 0$aCorporate culture. 615 0$aCorporate image. 615 0$aBranding (Marketing) 676 $a658.3/01 686 $aBUS019000$2bisacsh 700 $aMosley$b Richard$f1964-$0917707 702 $aBarrow$b Simon 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910132181203321 996 $aEmployer brand management$92057681 997 $aUNINA