The Employer Brand

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 Right Stuff'
Coming of Age: Capturing the Organisational Spirit
Going International: Translating the Employer Brand into New Contexts
Merger and Acquisition: Forging a Shared Sense of Identity and Purpose
Corporate Reinvention: refreshing the Self-Image
Revitalizing the Customer Brand Proposition: Living the Brand
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