The Employer Brand: Keeping Faith with the Deal

Description

The culture an organisation cultivates as an employer is just as important to its success as the brand image of its products or services. A culture that is at odds with the organisation's commercial activities is a very powerful signal to customers, employees and other stakeholders; it is a signal that will impact on the employers' sales, market reputation, share value and their ability to attract and retain the kind of employees that they need. In fact, employer branding is a complex process that involves internal and external customers, marketing and human resource professionals. Helen Rosethorn's book puts the whole topic into context, it explores some of the shortcomings of employer branding initiatives to date and provides a practical guide to the kind of strategy and techniques organisations need to embrace in order to make the most of their employer brand. At the heart of the book is the concept of the strategic employee lifecycle and ways in which an organisation should engage with potential, current and past employees. The Employer Brand focuses on the experiences and perspectives of organisations that have applied employer brand practices. It is a book about marketing - and the relationship of customers and employees; about culture - and the need for fundamental change in the role of the human resources function; about psychology - and the changing aspirations of the next generation of employees; and about hard-nosed business - and the tangible and intangible benefits of a successful employer branding strategy and how to realize them. Cover Half Title Title Page Copyright Page Table of Contents List of Figures List of Tables Acknowledgements About the Author About the Contributors Foreword Preface Part I The Development of the Deal 1 Origins – Two Roots to the Family Tree 2 Methodology – A Concept in Action 3 Engagement – The Power of People 4 Globalisation – Considerations for the Journey Part II The Deal in Practice 5 Sense and Simplicity – Uniting the Employee and Customer Proposition 6 From Poor M&S to Your M&S – The Historical Perspective 7 Learning the Lessons of History – All Over Again 8 Solving a Crisis Out of a Drama – The Passion Behind Social Responsibility 9 What’s the Deal? The Impact of Legislation and New Technology Part III Striking the Right Deal 10 Who Owns the Employer Brand? Asking the Question 11 From Business Case to Payback – The Challenge of Meaningful Metrics 12 The Future – Where Next for Employer Brands? Index