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.

Klappentext

• Perfect your recruitment marketing
• Develop a compelling employer value proposition

• Demonstrate your employer brand ROI Attract and retain the very best talent 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 ? and this book gives you the hard facts and expert insight you need to build your brand as a great place to work. From creating a distinctive employer identity to perfecting your talent-sourcing techniques, it helps create an employer brand that will get the very best talent beating a path to your door. Inside ...

• Create a strong business case
• Develop an effective strategy
• Identify your key target audiences
• Create a compelling brand promise
• Build an attractive career site
• Harness social media
• Deliver an engaging experience

• Identify the right metrics and KPIs

  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.

  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

  Developing Overarching Recruitment Campaigns 90

  Setting campaign objectives 90

  Writing a creative creative brief 91

  Choosing the right creatives to work with 92

  Testing Creative Solutions 95

  Checking whether a creative solution works across different target groups 95

  Choosing the best creative solutions 97

  Chapter 6: Generating Engaging Content 101

  Grasping the Need to Go Beyond Recruitment Advertising 102

  Mastering the Principles of Content Marketing 103

  Balancing immediate engagement with long-term brand building 104

  Local engagement hooks 105

  Exploring Different Ways to Pitch Your Story 105

  Showcasing existing talent: Employee profiles and stories 106

  Be bold: Cutting through the corporate speak 110

  Delivering facts, figures, and infographics 112

  Making the most of video 113

  Gaming your system 114

  Promoting Employee-Generated Content 114

  Facilitating employee-generated content with the right technology 116

  Developing policies to prevent misbehavior and mishaps 116

  Managing Your Content 117

  Assembling a content marketing and management team 117

  Conducting a content audit 118

  Tagging and categorizing content to facilitate indexing and raise its search engine ranking 119

  Building a content marketing editorial calendar 119

  Chapter 7: Rolling Out Your Employer Brand Strategy 121

  Winning Internal Hearts and Minds 121

  Briefing Managers before Engaging Employees 123

  Briefing Key Management Stakeholders 124

  Engaging leadership 124

  Pitching your plan to the HR/talent community 125

  Ensuring alignment with corporate communications and marketing 126

  Briefing Your Recruitment Teams 127

  Developing your employer brand toolkit 127

  Creating content playbooks 128

  Providing guidance on localization 129

  Getting team managers onboard 130

  Engaging Employees 132

  Think: Taking a rational, measured approach 134

  Feel: Nurturing emotional engagement 135

  Do: Inspiring employee commitment and behavior change 136

  Maintaining consistency and continuity 137

  Part 3: Reaching Out through the Right Channels 139

  Chapter 8: Constructing Your Recruitment Marketing Plan 141

  Sizing Up Your Audience 142

  Segmenting your audience 142

  Prioritizing your audience segments 143

  Creating talent personas 144

  Evaluating Target Talent Media Preferences 146

  Mapping out your media options 146

  Reaching people on the move (mobile) 147

  Connecting with active and passive job seekers 148

  Setting Out Your Plan 149

  Balancing inbound and outbound marketing activities 150

  Putting a recruitment marketing system in place 151

  Chapter 9: Creating a Winning Career Site 153

  Making a Great First Impression 154

  Checking off landing page essentials 154

  Integrating with your social properties 155

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