The Employer Brand Bringing the Best of Brand Management to People at Work [Hardcover]

Levels of 'employer brand awareness' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of branding to their own organization. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and Prêt a Manger.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 Resul3'