Employer Brand Management

Richard Mosley 지음

Wiley 2014년 07월 25일 출간

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책소개

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 applicationDiscover how brand thinking can strengthen strategy and reinforce HR valueImprove existing recruitment and talent management programsLearn the importance of employee engagement in the brand experience

목차

PrefaceSimon Barrow1 Introduction2 Business Case3 Brand Ideology4 Brand Hierarchy and Adaptation5 Strategy and Capability6 The Perfect Employee7 Diversity and Segmentation8 Reputation and Attraction9 Engagement and Retention10 Employer Brand Positioning and Differentiation11 EVP Development12 Creative Development13 Translation, Validation and Adaptation14 Media Channels and Behaviours15 Content Marketing16 Communication and Content Planning17 Internal Marketing and Engagement18 Managing the Brand Experience19 Candidate Management and On-boarding20 Employer Brand Metrics21 The Next 10 YearsAppendixReferencesAcknowledgementsAbout the AuthorIndex

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저자(글) Richard Mosley