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Description of Your Employer Brand |
Focused on the attraction, engagement, and retention of talent this engaging book is highly recommended for Company Directors, CEO's, MD's and Senior Managers in companies of all sizes responsible for shaping the future of their organisation. The book features the innovative Employer Brand Excellence FrameworkTM which may yet be the best solution to the attraction, engagement and retention of employees in a shrinking talent pool.
The book is the most comprehensive book in the world published on employer branding and the first by an Australian business author. The publication contains International research findings in employer branding from leading firms such as Hewitt Associates, The Corporate Leadership Council, Hudson, Watson Wyatt, the Conference Board, Hays and The Economist. Internationally supported, this book presents a number of solutions to the complexities facing organisations today as they address the challenges of attracting, engaging and retaining talent in their organisations.
Faced with the challenges of an ageing population, declining fertility rates, global skill shortages, increased migration and mobility, and the importance of knowledge capture and transfer, this book is a must read for leaders and managers responsible for the effective management of people at work. Examples of how leading global brands such as Microsoft, The Compass Group, Thomas Cook, IBM, Pfizer, Southwest Airlines, GE, Goldman Sachs and Coca Cola Amatil are implementing their employer brand programs to build competitive advantage are detailed.
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Reviews"The employer brand approach to people management has conclusively been shown to build competitive advantage in leading companies around the world.....Brett's book will show you how to attract, engage, and retain the top talent in your organisation and ensure it is 'fit for the future."
- Claudia Tattanelli, CEO, Universum Communications, Inc., Philadelphia, USA
"This book provides a very comprehensive overview of the single most powerful weapon organisations have at their disposal in the struggle to attract and retain the right talent. I recommend it to anyone looking to expand their knowledge of this important business discipline."
- Warwick Bowd, National Practice Leader - Employer Branding, Hudson Australia
"Employer Branding' is fast gaining acceptance in some of the world's leading companies as an imporant management tool to attract and retain talent. Brett's book will assist companies to navigate the road map to developing a strong employer brand in a world where complexity is increasing exponentially and the talent pool is shrinking."
- Clayton Glen, Director, HDA Associates, London
"Talent Management is an important topic for companies of all sizes these days. Brett's book is an excellent publication to guide you in developing your employer brand program to increase your attraction and retention rates of talent in your organisation."
- Kath McConnell, National General Manager, Advertising Energy Pty Ltd Asia Pacific
"Before you can think of selling your brand to customers, you have to sell it to your employees. How the brand is positioned in the minds of consumers is heavily dependent on a company’s employees."
- Sergio Zyman, Chairman and Founder of Zyman Group & former Chief Marketing Officer of the Coca-Cola Company, US
"The Employer Brand Excellence Framework is an innovative strategic workforce planning tool that will guide organisations through the siginifcant challenges they will encounter over the next 5-10 years with the increasing talent squeeze. This book will show you how to develop an 'employee centric organisation."
- Brian Peel, Business Development Executive, Kaz Technologies, Australia
| Contents of Your Employer Brand |
SECTION 1: THE ENVIRONMENT FOR EMPLOYER BRANDING
1) The emergence of employer branding in todays Knowledge economy
The rise in awareness of employer branding
Where does responsibility in an organisation for employer branding lie?
The objectives of employer branding
Workers attitudes to their workplace and their employers
The brands people want to work for
Understanding the value of diversity
In the spotlight – General Electric
Employer branding and the public sector
2) The role of employer branding in organisational strategy - Dr Steve Goodman
Employer branding - Improving the organisation’s competitive position
The resource based view of strategy
Four conditions for organisational success
(i) Heterogenous organisation
(ii) Capabilities must be rare and have value
(iii) Capabilities must be hard to replicate
(iv) Capabilities must not be easily traded
Planning and control structures
Emergent self organisation
3) The strategic drivers behind the rise in acceptance of the employer brand concept
The ageing global population
Declining birth rates
In the spotlight – Australia
Economic growth
Labor force participation
Migration
Skill shortages
4) Building the business case
The major benefits of developing and implementing an employer brand strategy
The financial benefits
Top management becoming increasingly involved
Pitching the employer brand concept to senior management
In the spotlight – the BASF Corporation
In the spotlight – Southwest Airlines
SECTION 2: BUILDING A LEADING EMPLOYER BRAND
5) Understanding the brand fundamentals – Ron Tomlian
The history of brands
Brands – Where did they come from?
Branding – What is it?
Branding – What’s in it for me?
Elements of the brand
Who was that masked man?
Position – Position – Position
Taking care of business
6) Employer attractiveness – Professor Mike Ewing
Advertising’s role in creating strong employer brands
Advertising’s internal audiences
Towards a typology of employer advertising approaches
Implications for management
Introducing the notion of employer attractiveness
The underlying dimensions of employer attractiveness
- Interest value
- Social value
- Economic value
- Development value
- Application value
Applications for business
Future research directions into studying employer attractiveness
7) Employer brand metrics
Employee engagement in the spotlight – Australia
Human capital measures
The top 25 levers of engagement
The value of employee research in tracking your employer brand efforts
In the spotlight – Technology organisation – An illustrative HDA case study
8) Employer brand communication and actions
Getting the right message across
Employer brand communication methods
Conveying a brand across cultures
Importance of differentiation
Web technology
Recruitment advertising
In the spotlight – Coca-Cola Amatil
The strategic employment brand in action – a holistic approach to living the employer brand
The firm-employee relationship cycle
First contact
The dating game
Proposal
Marriage
Maintaining the passion
Anniversary
9) Employer Brand Excellence Framework TM
Employer Value Proposition
Defining the Employer Value Proposition
Employer Brand indentity
Employer Brand Employee Platform TM
• Recruitment and induction
• Compensation and benefits
• Career development
• Employee research
• Reward and recognition
• Communication systems
• Work environment
Employer Brand Strategic Platform TM
• Mission, vision, and values
• Social corporate responsibility
• Leadership
• Culture & Corporate reputation
• People management policies and practices
• Performance management
• Innovation
The Corporate brand
Market forces
Customers
Prospective employees
Stakeholders
8 steps to developing an employer brand
10) The future for employer branding
SECTION 3: EMPLOYER BRAND CASE STUDIES Thomas Cook
Bank SA
The Compass Group
SECTION 4: EMPLOYER BRAND EXCELLENCE SCORECARDS TM
Worksheets
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