Book description
Attract the very best talent with a compelling employer brand!Employer 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.
- Perfect your recruitment marketing
- Develop a compelling employer value proposition (EVP)
- Demonstrate your employer brand ROI
Table of contents
-
- Cover
- Introduction
- Part 1: Getting Started with Employer Branding
-
Part 2: Developing an Effective Employer Brand Strategy
-
Chapter 4: Defining Your Employer Value Proposition
- Setting Your Sights on the Goal: A Sample Employer Value Proposition
- Brainstorming to Generate Ideas and Content
- Balancing Competing Perspectives
- Differentiating Your Organization from the Competition
- Choosing Your Core Positioning
- Writing Your Employer Value Proposition
- Sense Checking and Stress Testing
- Chapter 5: Building Your Employer Brand Framework
- Chapter 6: Generating Engaging Content
- Chapter 7: Rolling Out Your Employer Brand Strategy
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Chapter 4: Defining Your Employer Value Proposition
-
Part 3: Reaching Out through the Right Channels
- Chapter 8: Constructing Your Recruitment Marketing Plan
- Chapter 9: Creating a Winning Career Site
- Chapter 10: Developing Your Talent Network
-
Chapter 11: Engaging Talent through Social Media
- Getting Your Head in the Game
- Laying the Groundwork
- Recruiting on LinkedIn
- Giving Job Seekers a Backstage Pass with Glassdoor
- Making a Splash on Facebook
- Attracting Top Talent on Twitter
- Adapting to a New Model: Snapchat
- Leveraging Video
- Exploring Chat Platforms and Regional Channels
- Building a Social Media Calendar
- Chapter 12: Making the Most of Recruitment Advertising
- Chapter 13: Making a Splash on Campus
- Part 4: Delivering on Your Employer Brand Promises
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Part 5: Measuring the Success of Your Employer Branding Strategy
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Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring
- Linking Recruitment Marketing Activities to Objectives
- Measuring the Effectiveness of Recruitment Advertising
- Measuring the Effectiveness of Social Campaigns
- Measuring the Effectiveness of Career Site Content
- Measuring Referral Effectiveness
- Analyzing Your Overall Recruitment Marketing Strategy Success
- Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value
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Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring
-
Part 6: The Part of Tens
-
Chapter 19: Ten Success Factors to Embrace
- Getting Your Leadership Team’s Buy-In
- Bridging the Gap between HR and Marketing
- Sizing Up Your Company’s Talent Needs
- Defining a Clear and Compelling Employer Value Proposition
- Building Flexibility into the Framework
- Getting Current Employees Onboard First
- Making the Most of Social Media
- Keeping an Eye on Your Competition
- Getting into the Right Shape for Talent
- Investing in Metrics
-
Chapter 20: Ten Common Mistakes to Avoid
- Treating Employer Branding as a Project
- Failing to Focus
- Promising the Sun, the Moon, and the Stars
- Playing It Too Safe: Corporate Bland or Industry Generic
- Getting Obsessed with the Tagline
- Over-Policing Your Local Teams
- Underestimating the Resources Required to Create Quality Content
- Forgetting to Connect Communication with Experience
- Turning Off Your Brand Investment When the Going Gets Tough
- Failing to Learn from Experience
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Chapter 21: Ten Ways to Minimize Cost and Maximize Impact
- Building More Talent Than You Buy
- Maximizing Referrals
- Hiring Above-Average Talent for an Average Wage
- Targeting Efforts to Attract Fewer, But Higher-Quality Candidates
- Focusing Your Creative Spend
- Shifting from Paid to Owned and Earned Media
- Localizing Content Creation
- Encouraging Employee-Generated Content
- Creating Your Own Talent Pools
- Learning from Failure and Building on Success
-
Chapter 19: Ten Success Factors to Embrace
- About the Authors
- Advertisement Page
- Connect with Dummies
- End User License Agreement
Product information
- Title: Employer Branding For Dummies
- Author(s):
- Release date: February 2017
- Publisher(s): For Dummies
- ISBN: 9781119071648
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