The Employer Brand

Your most important brand relationship is unlikely to be your choice of breakfast cereal, car or even football team, but the brand you work for: your employer brand.

How people feel about their employer brand is increasingly significant to business success or failure. Companies are realising the importance of attracting and engaging the people they need to succeed and that creating a positive brand experience for employees requires the same degree of focus, care and coherence that has long characterised effective management of the customer brand experience.

For many companies, this means a radical shake-up of historical practices and a challenge to traditional ideas.

Written by the creator of the Employer Brand® concept and one of its most experienced practitioners, this book provides an inspirational and practical guide for professionals in HR, marketing and internal communications, to discover how managing their employer brand more effectively can improve company performance.

Starting with a review of the pressures which have generated current interest in employer branding, this 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, Reuters, Microsoft and Compass Group.