The Employer Brand (eBook)

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.

List of Illustrations.

Acknowledgements.

Preface.

PART I: THE RATIONALE FOR CHANGE.

1. Birth of an Idea.

2. Changing Needs and Aspirations of Employees.

3. Investors Awaken.

4. The People Management Challenge.

5. The role of leadership.

PART II: THE HOW TO GUIDE.

6. Brand Fundamentals.

Functional Benefits.

Emotional Benefits.

Higher Order Benefits, Brand Values and DNA .

Brand Personality.

Brand Positioning and Differentiation.

Brand Hierarchy.

Brand Vision and Brand Reality.

Brand Management and Development.

Brand Consistency and Continuity.

Brand Development.

Summary.

7. The Business Case.

Major Benefits of Employer Branding.

Lower Costs.

Customer Satisfaction.

Financial Results.

Summary.

Young, Fast Growing Companies: Attracting 'The RightStuff.'

Coming of Age: Capturing the Organisational Spirit.

Going International: Translating the Employer Brand intoNew Contexts.

Merger and Acquisition: Forging a Shared Sense of Identity andPurpose.

Corporate Reinvention: refreshing the Self-Image.

Revitalizing the Customer Brand Proposition: Living theBrand.

Burning Platform: Re-instilling Fresh Belief.

Benefits to the HR Function.

Benefits to the Internal Communications Function.

Benefits to the Marketing Function.

Winning Support from the Top.

Summary.

8. Employer Brand Insight.

Employee Insights.

Employee Engagement and Commitment.

Benchmarking.

Correlation Analysis.

Continuous Research.

Culture Mapping.

Brand Roots.

Projective and Enabling Techniques.

Observation.

Segmentation.

Communication Audits.

Additional Sources.

Labour Market Insights.

Clarifying the Target Market.

Needs and Aspirations.

Employer Brand Image.

Summary.

9. Employer Brand Positioning.

Brand Identity.

Monolithic.

Parent .

Subsidiary.

Brand Integration (Customer and Employer Brands).

Corporate Brand Hierarchy (Parent and Subsidiary).

The Key Components of the Positioning Model.

The Brand Reality model.

The Brand Vision Model.

Target Employee Profiles.

The Employer Brand Proposition.

Values.

Personality.

Benefits.

Employee Value Propositions.

Reasons to believe.

Summary.

10. Employer Brand Communication.

Identity.

Internal Launch.

Rational Understanding.

Emotional Engagement.

Employee Commitment and Behaviour Change.

Summary.

11. Employer Brand Management.

Big Picture: Policy.

External Reputation.

Internal Communication.

Senior Leadership.

Corporate Social Responsibility.

Internal Measurement Systems.

Service Support.

Local Picture: Practice.

Recruitment and Induction.

Team Management.

Performance Appraisal.

Learning and development.

Reward and Recognition.

Working Environment.

The Key Responsibilities of Employer Brand Management.

Summary.

12. The Durability of the Employer Brand Concept.

PART III: APPENDICES.

Appendix 1: Reuters Case Study.

Appendix 2: Tesco Case Study.

Appendix 3: Extract from Greggs Development Review.

References.

Index.

"...This is not just an eloquent brand management and marketing
text but one of the wisest management books in the past five
years." (Independent on Sunday, 20th November 2005)

"...the authors offer an intellectual framework, a fresh focus
and a stimulating guide...this book is an impressive wake-up
call..." (People Management, 10th 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)

"...useful for HR professionals, managers interested in bringing
the concept of 'living the brand' to the company, and graduates
seeking guidance on the kind of company to work for." (The Marketer
(CIM), Jan 06)

"...provides inspirational insights into the rationale for
employer brand management." (Personnel Today, 17th Jan 06)

"...easy to read and very useful as it contains great case
studies and useful tips on how to build coherent brand framework
from the start." (Personnel Today, April 2006)

"...interesting insights..." (Chartered Institute of
Personnel and Development, June 2006)