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

Über die Autorin bzw. den Autor

Richard Mosley is Executive Vice President of Brand Strategy at TMP Worldwide (New York) and Global Head of the employer brand consultancy, People in Business (London). After 15 years in customer and corporate brand marketing, he recognized both the opportunity and adventure of bringing marketing and HR closer together through the newly emerging discipline of employer brand management, and has been a passionate advocate ever since.
Since co-authoring the first book published on the subject, The Employer Brand (Wiley) in 2005, Richard has led over 50 employer brand development projects around the world. This has included work with Bacardi, BP, Coca-Cola, Ferrero, HSBC, JTI, Lafarge, L'Oreal, Met Life, PepsiCo, P&G, Santander, Unilever, Verizon and many other leading global employers.
Richard regularly chairs HR, Talent and Employer Brand conferences in Europe and Asia, and has conducted employer brand masterclasses in over 20 countries.

Von der hinteren Coverseite

"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

Aus dem Klappentext

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.