Description
Your most important brand relationship is unlikely to be your choice of breakfast cereal, car or even football team, but the brand you work for: your employer brand. How people feel about their employer brand is increasingly critical to business success or failure. Leading companies realise its importance in attracting and engaging the people they need to succeed. They also recognise that creating a positive brand experience for employees requires the same degree of focus, care and coherence that has long characterised effective management of the customer brand experience. Written by the creator of the Employer Brand concept and one of its most experienced practitioners, this book provides an inspirational and practical guide to the subject. Whether you are in senior line management, HR, marketing or internal communications, you will discover how managing your employer brand more effectively can improve your performance. 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. List of Illustrations. Acknowledgements. Preface. PART I: THE RATIONALE FOR CHANGE. 1. Birth of an Idea. 2. Changing Needs and Aspirations of Employees. 3. Investors Awaken. 4. The People Management Challenge. 5. The role of leadership. PART II: THE HOW TO GUIDE. 6. Brand Fundamentals. Functional Benefits. Emotional Benefits. Higher Order Benefits, Brand Values and DNA . Brand Personality. Brand Positioning and Differentiation. Brand Hierarchy. Brand Vision and Brand Reality. Brand Management and Development. Brand Consistency and Continuity. Brand Development. Summary. 7. The Business Case. Major Benefits of Employer Branding. Lower Costs. Customer Satisfaction. Financial Results. Summary. Young, Fast Growing Companies: Attracting ‘The Right Stuff.’ Coming of Age: Capturing the Organisational Spirit. Going International: Translating the Employer Brand into New Contexts. Merger and Acquisition: Forging a Shared Sense of Identity and Purpose. Corporate Reinvention: refreshing the Self-Image. Revitalizing the Customer Brand Proposition: Living the Brand. Burning Platform: Re-instilling Fresh Belief. Benefits to the HR Function. Benefits to the Internal Communications Function. Benefits to the Marketing Function. Winning Support from the Top. Summary. 8. Employer Brand Insight. Employee Insights. Employee Engagement and Commitment. Benchmarking. Correlation Analysis. Continuous Research. Culture Mapping. Brand Roots. Projective and Enabling Techniques. Observation. Segmentation. Communication Audits. Additional Sources. Labour Market Insights. Clarifying the Target Market. Needs and Aspirations. Employer Brand Image. Summary. 9. Employer Brand Positioning. Brand Identity. Monolithic. Parent . Subsidiary. Brand Integration (Customer and Employer Brands). Corporate Brand Hierarchy (Parent and Subsidiary). The Key Components of the Positioning Model. The Brand Reality model. The Brand Vision Model. Target Employee Profiles. The Employer Brand Proposition. Values. Personality. Benefits. Employee Value Propositions. Reasons to believe. Summary. 10. Employer Brand Communication. Identity. Internal Launch. Rational Understanding. Emotional Engagement. Employee Commitment and Behaviour Change. Summary. 11. Employer Brand Management. Big Picture: Policy. External Reputation. Internal Communication. Senior Leadership. Corporate Social Responsibility. Internal Measurement Systems. Service Support. Local Picture: Practice. Recruitment and Induction. Team Management. Performance Appraisal. Learning and development. Reward and Recognition. Working Environment. The Key Responsibilities of Employer Brand Management. Summary. 12. The Durability of the Employer Brand Concept. PART III: APPENDICES. Appendix 1: Reuters Case Study. Appendix 2: Tesco Case Study. Appendix 3: Extract from Greggs Development Review. References. Index.
