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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
Face it: the very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer. It's good for engagement, good for retention, and good for the bottom line. Employer Branding For Dummies helps you hone in on your unique, compelling brand, and get the people you need today.
Autorentext
Richard Mosley, Universum's Global Head of Strategy, is widely recognized as a leading global authority on the subject of employer branding. He regularly chairs or delivers keynote presentations at many of the world's leading employer brand events.
Lars Schmidt, Founder of Amplify Talent and Cofounder of HR Open Source, is a leading strategy consultant, speaker, and writer in the fields of employer branding and recruiting.
Zusammenfassung
**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.
Inhalt
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 3
Where to Go from Here 3
Part 1: Getting Started with Employer Branding 5
Chapter 1: Building a Strong Employer Brand 7
What Is Employer Branding? 8
Recognizing the benefits of employer branding 8
Stepping through the employer branding process/cycle 9
Laying the Foundation for Your Employer Brand 11
Aligning with business goals and objectives 11
Fitting in with your other brands 12
Rallying the troops (and leaders) 12
Taking an Honest Look at Your Employer Brand 13
Putting the Pieces in Place 14
Defining the give and get of the employment deal 15
Establishing employer brand guidelines 16
Giving your target talent a reason to tune in 17
Spreading the Word through Various Channels 19
Staying True to the Promise of Your Employer Brand 20
Monitoring Your Employer Branding Success 21
Chapter 2: Preparing for the Journey 23
Finding Your Fit within the Overall Company Strategy 24
Aligning with the corporate brand 25
Aligning with the customer brand 27
Supporting the business strategy 29
Getting the right talent onboard 29
Aligning with human resources 34
Building Your Business Case for Employer Branding 34
Considering cost-cutting benefits 35
Checking out possible performance benefits 36
Making Friends and Influencing People 38
Getting senior leadership onboard 38
Convincing marketing and communications to go along with the idea 39
Getting HR comfortable with the language and thinking of brand management 40
Chapter 3: Conducting an Employer Brand Health Check 41
Taking a Look in the Mirror 42
Finding out what you already know 42
Conducting employee surveys and focus groups 43
Taking a Look from the Outside In 47
Gauging employer brand awareness, consideration, and preference 47
Identifying your key talent competitors 49
Evaluating the strength of your organization's employer brand image 50
Evaluating the factors that shape your organization's brand image 53
Weighing Your Competition 54
Benchmarking your competitors' media presence 55
Mapping your competitors' brand positioning 56
Spotting generic plays and opportunities to be different 57
Part 2: Developing an Effective Employer Brand Strategy 61
Chapter 4: Defining Your Employer Value Proposition 63
Setting Your Sights on the Goal: A Sample Employer Value Proposition 64
Brainstorming to Generate Ideas and Content 66
Gathering the right people 67
Drawing insights from your data 67
Conducting a productive employer value proposition development workshop 69
Balancing Competing Perspectives 73
Clarifying the give and get of the employment deal 73
Weighing current strengths and future aspirations 74
Balancing global and local considerations 75
Differentiating Your Organization from the Competition 76
Choosing Your Core Positioning 77
Writing Your Employer Value Proposition 78
Sense Checking and Stress Testing 79
Identifying tangible claims and proof points 79
Field-testing your draft employer value proposition 80
Chapter 5: Building Your Employer Brand Framework 83
Aligning Your Employer Branding with Your Corporate and Customer Branding 84
Working with a monolithic brand 84
Navigating within a house of brands 86
Optimizing the parent-subsidiary house of brands framework 87
Creating a Visual Brand Identity with Impact 88 ...