The Employer Brand

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 Pret a Manger.

ISBN 0470012730   Pages 232 ISBN13 9780470012734 (What's this?)   Volumes 1 Publisher John Wiley and Sons Ltd   Weight (grammes) 494 Imprint John Wiley & Sons Ltd   Published in Chichester Format Hardback   Height (mm) 223 Publication date 23 Sep 2005   Width (mm) 161 Library of Congress 2005020003   Spine width (mm) 23 DEWEY 658.3111   Academic level Professional / Scholarly DEWEY edition DC22

1		Birth of an idea		3
2		The changing needs and aspirations of employees		13
3		Investors awaken		21
4		The people management challenge		37
5		The role of leadership		45
6		Brand fundamentals		57
7		The business case		69
8		Employer brand insight		85
9		Employer brand positioning		109
10		Employer brand communication		129
11		Employer brand management		147
12		The durability of the employer brand concept		163
App. 1		Reuters case study		167
App. 2		Tesco case study		185
App. 3		Extract from Greggs development review		197

"...not just an eloquent brand management...text but one of the wisest management books in the past five years." (Independent on Sunday, 20th November 2005) "...the authors offer an intellectual framework, a fresh focus and a stimulating guide...an impressive wake-up call..." (People Management, 10th November 2005) "...packed with insight and alarming statistics, it will also prove a great tool for any HR professional..." (Strategic HR Review, 1st November 2005) "...useful for HR professionals, managers...and graduates seeking guidance on the kind of company to work for." (The Marketer (CIM), Jan 06) "...provides inspirational insights into the rationale for employer brand management." (Personnel Today, 17th Jan 06) "...easy to read ... very useful ... contains great case studies and useful tips on how to build coherent brand framework ..." (Personnel Today, April 2006) "...interesting insights..." (Chartered Institute of Personnel and Development, June 2006)

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