The Employer Brand: Bringing the Best of Brand Management to People at Work

The Employer Brand: Bringing the Best of Brand Management to People at Work

by Simon Barrow, Richard Mosley
Released November 2005
Publisher(s): Wiley
ISBN: 9780470012734

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Book description

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 Prêt a Manger.

Table of contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Table of Figures
  5. Acknowledgements
  6. Preface
    1. SO WHY NOW?
  7. Part I - The Rationale for Change
    1. Chapter 1 - Birth of an Idea
    2. Chapter 2 - The Changing Needs and Aspirations of Employees
    3. Chapter 3 - Investors Awaken
    4. Chapter 4 - The People Management Challenge
    5. Chapter 5 - The Role of Leadership
  8. Part II - The ‘How To’ Guide
    1. Chapter 6 - Brand Fundamentals
      1. FUNCTIONAL BENEFITS
      2. EMOTIONAL BENEFITS
      3. HIGHER ORDER BENEFITS, BRAND VALUES AND DNA
      4. BRAND PERSONALITY
      5. BRAND POSITIONING AND DIFFERENTIATION
      6. BRAND HIERARCHY
      7. BRAND VISION AND BRAND REALITY
      8. BRAND MANAGEMENT AND DEVELOPMENT
      9. SUMMARY
    2. Chapter 7 - The Business Case
      1. THE MAJOR BENEFITS OF EMPLOYER BRANDING
      2. LIFE CYCLE BENEFITS
      3. WINNING SUPPORT FROM THE TOP
      4. SUMMARY
    3. Chapter 8 - Employer Brand Insights
      1. EMPLOYEE INSIGHTS
      2. LABOUR MARKET INSIGHTS
      3. SUMMARY
    4. Chapter 9 - Employer Brand Positioning
      1. BRAND IDENTITY
      2. BRAND INTEGRATION (CUSTOMER AND EMPLOYER BRANDS)
      3. CORPORATE BRAND HIERARCHY (PARENT AND SUBSIDIARY)
      4. THE KEY COMPONENTS OF THE POSITIONING MODEL
      5. THE BRAND REALITY MODEL
      6. THE BRAND VISION MODEL
      7. EMPLOYEE VALUE PROPOSITIONS
      8. SUMMARY
    5. Chapter 10 - Employer Brand Communication
      1. IDENTITY
      2. INTERNAL LAUNCH
      3. RATIONAL UNDERSTANDING
      4. EMOTIONAL ENGAGEMENT
      5. EMPLOYEE COMMITMENT AND BEHAVIOUR CHANGE
      6. SUMMARY
    6. Chapter 11 - Employer Brand Management
      1. BIG PICTURE: POLICY
      2. LOCAL PICTURE: PRACTICE
      3. THE KEY RESPONSIBILITIES OF EMPLOYER BRAND MANAGEMENT
      4. SUMMARY
    7. Chapter 12 - The Durability of the Employer Brand Concept
  9. Part III - Appendices
    1. Appendix 1: Reuters Case Study
      1. History
      2. The Business Context
      3. Taking the Lead
      4. The Organisational Change Programme
      5. Culture and Values
      6. Barbarians at the Gates
      7. Integrating the Internal and External Brand
      8. ‘Fast Forward’
      9. Distilling the Values
      10. The ‘Living FAST’ Framework
      11. Mobilisation
      12. The Dream Team
      13. Preparing for ‘June 11’
      14. ‘This is One for the Books on How to Communicate’
      15. Responding to Employee Input
      16. The Main Effort Plan
      17. MANAGING THE ‘LIVING FAST’ BRAND
      18. KNOW. NOW
    2. Appendix 2: Tesco Case Study
      1. The Business Context
      2. Transforming the Customer Experience
      3. Customer Insight Unit
      4. Terry Leahy and the First Values Programme
      5. Re-addressing the Values
      6. Embedding the Values
      7. The Employer Brand Proposition
      8. The Steering Wheel
      9. Delivering on the Employer Brand Promises
      10. My Manager Supports Me to Do a Good Job
      11. Trust and Respect
      12. Employee Segmentation and Flexible Offerings
      13. Diversity
      14. Measurement of Success
    3. Appendix 3: Extract from Greggs’ Performance Development Review Guidance Notes (2004)
      1. USING VALUES WITHIN THE REVIEW DISCUSSION
  10. References
  11. Index

Product information

  • Title: The Employer Brand: Bringing the Best of Brand Management to People at Work
  • Author(s): Simon Barrow, Richard Mosley
  • Release date: November 2005
  • Publisher(s): Wiley
  • ISBN: 9780470012734