Employer Brand Management: Practical Lessons from the World's Leading Employers

Employer Brand Management: Practical Lessons from the World's Leading Employers
By Richard Mosley

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Product Description

Attract, recruit, and retain the very best with a strategic employer brand

From one of the world's leading pioneers in the employer brand discipline and author of the first book on the subject The Employer Brand, comes the long-awaited practical follow-up Employer Brand Management. Talented, motivated employees are a company's best assets, and the techniques in this book help attract, recruit, and retain the very best. A successful employer brand reaches beyond the boardroom to establish confidence, loyalty, and enthusiasm all the way down the ladder. Employer Brand Management gives readers a personal grasp of a new approach to people management. It draws on significant advances in practices among leading companies to provide a handbook for employer brand development and implementation. With a wide range of case studies and examples, you'll be taken step-by-step through the employer brand development process. You will find information on the latest developments in technology, with particular attention paid to socially-enabled recruitment marketing and employee communication and engagement.

You will:

  • Follow the process of brand planning, definition, implementation, and application
  • Discover how brand thinking can strengthen strategy and reinforce HR value
  • Improve existing recruitment and talent management programs
  • Learn the importance of employee engagement in the brand experience

Product Details

  • Amazon Sales Rank: #1240911 in Books
  • Brand: imusti
  • Published on: 2014-10-20
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.30" h x .90" w x 6.30" l, 1.30 pounds
  • Binding: Hardcover
  • 316 pages


  • Wiley

Editorial Reviews

Employer Brand Management is a great read for any business looking to attract (and more importantly keep) the cream of the employment crop. (Entrepreneur Middle East, January 2015) "Mr Mosley's book is thought-provoking, insightful, enjoyable and quirky...a must-read for business leaders" (Financial Adviser, January 2015) If, like me, you re exploring the subject of brand management with an element of scepticism, you ll finish the book with a greater sense of respect and seriousness for the subject. (B2B Marketing, January 2015) Every chapter is loaded with understanding, know-how and evidence. It has been produced with a level of social scientific rigour that many texts either lack or simply ignore. (Employer Brand News, January 2015)

From the Inside Flap

The organizations that are recognized around the world for being great employers seldom if ever achieve this status by accident. They apply the same rigour and discipline to managing their employer brand reputations and experience as they devote to their customer and consumer brands.

You can judge a company by the people that it keeps. Great companies attract and keep great talent. Talented people choose to come and choose to stay because they feel their pay and opportunities are better than any other organization they might consider. But for the best companies, there is also an X factor. In the same way that leading companies strive to deliver uniquely valuable products and services, they also seek to shape a distinctive organizational culture and brand identity.

Drawing on numerous case study examples this book provides step by step guidance on how you can identify these X factor qualities and translate them into a clear, compelling and distinctive employment proposition. It also demonstrates how the practice of employer brand management can help you maximize the effectiveness of your recruitment marketing, internal communication and people management.

The leading employers featured in this book include case studies and best practice illustrations from: Accenture, Ahold, Allianz, Amazon, Apple, BP, Coca-Cola, Daimler, Deloitte, Deutsche Bank, Ernst & Young, ESPN, Facebook, Ferrero, Google, GSK, Guardian Media Group, HP, HSBC, Innocent, InterContinental Hotels group (IHG), Johnson & Johnson, JP Morgan, JTI, The LEGO Group, L'Oreal, McDonald's, McKesson, McKinsey, Met Life, Microsoft, Monsanto, NASA, Netflix, Nike, PepsiCo, Philips, P&G, RBS, Roche, Santander, SGS, Siemens, Southwest Airlines, Thales, Unilever, Walmart and Zappos.

From the Back Cover

"A highly practical guide to a management discipline we take very seriously at McDonald's. It's also a highly enjoyable read, packed with stories and fresh ideas. If you want to shake things up a bit, I suggest you buy this book."
—David Fairhurst, Chief People Officer for McDonald's in Europe

"A deeply insightful read that reminds business leaders that they are first and foremost people leaders and reminds HR leaders that they are marketing leaders of the company's very essence and soul, its people and its culture."
—Federico Giovannini, Chief HR Officer at the Ferrero Group

"This book demonstrates how and why employer brand management lies at the heart of the most effective talent strategies."
—David Henderson, Chief Talent Officer, Met Life

"A compelling case for the importance of employer brand management. Highly informative and practical, this is the kind of book that breaks new ground to really make a difference."
—Kevin Lane Keller, Professor of Marketing and Author of Strategic Brand Management

"By far the best documentation and analysis of current thinking around the evolution of recruiting I've ever seen."
—Gerry Crispin, Founder of CareerXroads

"A clear and compelling guide to building a distinctive employer brand and the competitive edge you need to attract and engage the best available talent."
—Simon Riis-Hansen, Senior Vice President, Executive HR, LEGO

Customer Reviews

Most helpful customer reviews

0 of 0 people found the following review helpful.
5Must read for anyone involved with employer branding.
By DavidALee
This is an important book for business leaders to read and understand the principles for employer brand management. It is a great follow up to the book Richard and Simon published in 2005. The book addresses the key elements needed to build and lead an employer brand program. It starts with building the business case for the program and addresses the key points you need to develop, manage and measure your brand. It's a must read for anyone involved with a company's employer brand.

Disclaimer: I was interviewed for the book and asked to review several chapters. Richard provided me a hardback version once published. I gave away the hardback copy to someone at work and then purchased a Kindle version.

0 of 0 people found the following review helpful.
5A must read for anyone in the people business!
By Marie-Claire Mclachlan
This is such a useful and insightful book for anyone working on employee value propositions and employer branding. One of my favourite chapters is Chapter 10: Employer Brand Positioning and Differentiation. It made me smile and highlighted for me the key challenge in working with clients looking to strategically define, develop, position, implement and manage their employee value propositions and employer brands. There is so much “same-ness” out there and yet, each organisation truly is a culture on its own. How to capture this essence without being limited by the common language and visuals of the time and yet convey what it truly means to work in the organisation every day, in a way that is authentic and credible yet creative and unique? There is unfortunately no magic bullet but Richard Mosley’s book goes a long way in providing a thought-provoking and practical road map for tackling this challenge.

0 of 0 people found the following review helpful.
5All EB implementers' Reference book
By Akhilesh Mandal
An absolute must for all EB practitioners and all HR leads who aspire to be truly transformational

See all 5 customer reviews...

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