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.

Zusatztext "...the authors offer an intellectual framework! a fresh focus and a stimulating guide...an impressive wake-up call..." (People Management! 10th November 2005)"...not just an eloquent brand management...text but one of the wisest management books in the past five years." (Independent on Sunday! 20th November 2005)"...packed with insight and alarming statistics! it will also prove a great tool for any HR professional..." (Strategic HR Review! 1st November 2005) Informationen zum Autor Simon Barrow and Richard Mosley are colleagues in the London based management consultancy People in Business, whose work with senior managers to improve their organisation's performance is driven by the thinking in this book.Simon Barrow was a brand manager at Best Foods (now Unilever) and Colgate-Palmolive before becoming CEO of an advertising agency within the Charles Barker Group, where his growing involvement with HR sparked his creation of the Employer Brand concept and subsequent research with London Business School.Richard Mosley has been involved in brand strategy development and implementation for nearly twenty years, including eight years with WPP's marketing consultancy Added Value where he led the internal marketing practice.Both authors share a belief in the need for marketing and HR to work together more effectively, especially in businesses which rely on people to deliver the customer brand experience.People in Business's recent clients include BP, British Airways, Hiscox, John Lewis, Man Investments and Unilever. Klappentext Your most important brand relationship is unlikely to be your choice of breakfast cereal, car or even football team, but the brand you work for: your employer brand.How people feel about their employer brand is increasingly critical to business success or failure. Leading companies realise its importance in attracting and engaging the people they need to succeed. They also recognise that creating a positive brand experience for employees requires the same degree of focus, care and coherence that has long characterised effective management of the customer brand experience.Written by the creator of the Employer Brand concept and one of its most experienced practitioners, this book provides an inspirational and practical guide to the subject. Whether you are in senior line management, HR, marketing or internal communications, you will discover how managing your employer brand more effectively can improve your performance. Zusammenfassung 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. Inhaltsverzeichnis List of Illustrations xi Acknowledgements xiii Preface xv Part I: The Rationale for Change 1 1 Birth of an Idea 3 2 The Changing Needs and Aspirations of Employees 13 3 Investors Awaken 21 4 The People Management Challenge 37 5 The Role of Leadership 45 Part II: The 'How To' Guide 55 6 Brand Fundamentals 57 Functional Benefits 58 Emotional Benefits 58 Higher Order Benefits, Brand Values and DNA 59 Brand Personality 60 Brand Positioning and Differentiation 61 Brand Hierarchy 63 Brand Vision and Brand Reality 64 Brand Management and Development 65 Brand Consistency and Continuity 65 Brand Development 67 Summary 68 7 The Business Case 69 The Major Benefits of Employer Branding 69 Lower Costs 69 Customer Satisfaction 71 Financial Results 72 Summary 74 Life Cycle Benefits 74 Young, Fast Growing Companies: Attracting 'The Right Stuff' 74List of Illustrations xi

Acknowledgements xiii

Preface xv

Part I: The Rationale for Change 1

1 Birth of an Idea 3

2 The Changing Needs and Aspirations of Employees 13

3 Investors Awaken 21

4 The People Management Challenge 37

5 The Role of Leadership 45

Part II: The 'How To' Guide 55

6 Brand Fundamentals 57

Functional Benefits 58

Emotional Benefits 58

Higher Order Benefits, Brand Values and DNA 59

Brand Personality 60

Brand Positioning and Differentiation 61

Brand Hierarchy 63

Brand Vision and Brand Reality 64

Brand Management and Development 65

Brand Consistency and Continuity 65

Brand Development 67

Summary 68

7 The Business Case 69

The Major Benefits of Employer Branding 69

Lower Costs 69

Customer Satisfaction 71

Financial Results 72

Summary 74

Life Cycle Benefits 74

Young, Fast Growing Companies: Attracting 'The Right Stuff' 74

Coming of Age: Capturing the Organisational Spirit 75

Going International: Translating the Employer Brand into New Contexts 75

Merger and Acquisition: Forging a Shared Sense of Identity and Purpose 76

Corporate Reinvention: Refreshing the Self-Image 77

Revitalizing the Customer Brand Proposition: Living the Brand 77

Burning Platform: Re-instilling Fresh Belief 78

Functional Benefits 78

Benefits to the HR Function 78

Benefits to the Internal Communications Function 79

Benefits to the Marketing Function 80

Winning Support from the Top 81

Summary 83

8 Employer Brand Insight 85

Employee Insights 86

Employee Engagement and Commitment 88

Benchmarking 89

Correlation Analysis 91

Continuous Research 92

Culture Mapping 93

Brand Roots 95

Projective and Enabling Techniques 96

Observation 99

Segmentation 100

Communication Audits 102

Additional Sources 103

Labour Market Insights 104

Clarifying the Target Market 104

Needs and Aspirations 105

Employer Brand Image 106

Summary 108

9 Employer Brand Positioning 109

Brand Identity 109

Monolithic 109

Parent 110

Subsidiary 110

Brand Integration (Customer and Employer Brands) 110

Corporate Brand Hierarchy (Parent and Subsidiary) 111

The Key Components of the Positioning Model 113

The Brand Reality Model 113

The Brand Vision Model 116

Target Employee Profiles 116

The Employer Brand Proposition 117

Values 119

Personality 122

Benefits 123

Employee Value Propositions 125

Reasons to believe 126

Summary 126

10 Employer Brand Communication 129

Identity 129

Internal Launch 130

Rational Understanding 132

Emotional Engagement 135

Employee Commitment and Behaviour Change 141

Summary 144

11 Employer Brand Management 147

Big Picture: Policy 149

External Reputation 149

Internal Communication 151

Senior Leadership 152

Values and Corporate Social Responsibility 152

Internal Measurement Systems 154

Service Support 154

Local Picture: Practice 155

Recruitment and Induction 155

Team Management 156

Performance Appraisal 157

Learning and Development 157

Reward and Recognition 159

Working Environment 159

The Key Responsibilities of Employer Brand Management 160

Summary 161

12 The Durability of the Employer Brand Concept 163

Part III: Appendices 165

Appendix 1: Reuters Case Study 167

Appendix 2: Tesco Case Study 185

Appendix 3: Extract from Greggs Development Review 197

References 201

Index 207