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

Preface by Simon Barrow ix1 Introduction 12 Business Case 113 Brand Ideology 234 Brand Hierarchy and Adaptation 375 Strategy and Capability 476 The Perfect Employee 637 Diversity and Segmentation 738 Reputation and Attraction 819 Engagement and Retention 9710 Employer Brand Positioning and Differentiation 10911 EVP Development 12312 Creative Development 14313 Translation, Validation and Adaptation 15714 Media Channels and Behaviours 16715 Content Marketing 18716 Communication and Content Planning 20117 Internal Marketing and Engagement 21318 Managing the Brand Experience 22919 Candidate Management and On-boarding 24320 Employer Brand Metrics 25121 The Next 10 Years 271Appendix 273References 281Acknowledgements 293About the Author 297Index 299