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
- Title Page
- Copyright Page
- Dedication
- Table of Figures
- Acknowledgements
- Preface
- Part I - The Rationale for Change
- Part II - The ‘How To’ Guide
-
Part III - Appendices
-
Appendix 1: Reuters Case Study
- History
- The Business Context
- Taking the Lead
- The Organisational Change Programme
- Culture and Values
- Barbarians at the Gates
- Integrating the Internal and External Brand
- ‘Fast Forward’
- Distilling the Values
- The ‘Living FAST’ Framework
- Mobilisation
- The Dream Team
- Preparing for ‘June 11’
- ‘This is One for the Books on How to Communicate’
- Responding to Employee Input
- The Main Effort Plan
- MANAGING THE ‘LIVING FAST’ BRAND
- KNOW. NOW
-
Appendix 2: Tesco Case Study
- The Business Context
- Transforming the Customer Experience
- Customer Insight Unit
- Terry Leahy and the First Values Programme
- Re-addressing the Values
- Embedding the Values
- The Employer Brand Proposition
- The Steering Wheel
- Delivering on the Employer Brand Promises
- My Manager Supports Me to Do a Good Job
- Trust and Respect
- Employee Segmentation and Flexible Offerings
- Diversity
- Measurement of Success
- Appendix 3: Extract from Greggs’ Performance Development Review Guidance Notes (2004)
-
Appendix 1: Reuters Case Study
- References
- Index
Product information
- Title: The Employer Brand: Bringing the Best of Brand Management to People at Work
- Author(s):
- Release date: November 2005
- Publisher(s): Wiley
- ISBN: 9780470012734
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