"A highly practical guide to a management discipline we take very seriously at McDonald′s. It′s also a highly enjoyable read, packed with stories and fresh ideas. If you want to shake things up a bit, I suggest you buy this book."
David Fairhurst, Chief People Officer for McDonald′s in Europe
"A deeply insightful read that reminds business leaders that they are first and foremost people leaders and reminds HR leaders that they are marketing leaders of the company′s very essence and soul, its people and its culture."
Federico Giovannini, Chief HR Officer at the Ferrero Group
"This book demonstrates how and why employer brand management lies at the heart of the most effective talent strategies."
David Henderson, Chief Talent Officer, Met Life
"A compelling case for the importance of employer brand management. Highly informative and practical, this is the kind of book that breaks new ground to really make a difference."
Kevin Lane Keller, Professor of Marketing and Author of Strategic Brand Management
"By far the best documentation and analysis of current thinking around the evolution of recruiting I′ve ever seen."
Gerry Crispin, Founder of CareerXroads
"A clear and compelling guide to building a distinctive employer brand and the competitive edge you need to attract and engage the best available talent."
Simon Riis–Hansen, Senior Vice President, Executive HR, LEGO
Preface by Simon Barrow ix
1 Introduction 1
2 Business Case 11
3 Brand Ideology 23
4 Brand Hierarchy and Adaptation 37
5 Strategy and Capability 47
6 The Perfect Employee 63
7 Diversity and Segmentation 73
8 Reputation and Attraction 81
9 Engagement and Retention 97
10 Employer Brand Positioning and Differentiation 109
11 EVP Development 123
12 Creative Development 143
13 Translation, Validation and Adaptation 157
14 Media Channels and Behaviours 167
15 Content Marketing 187
16 Communication and Content Planning 201
17 Internal Marketing and Engagement 213
18 Managing the Brand Experience 229
19 Candidate Management and On–boarding 243
20 Employer Brand Metrics 251
21 The Next 10 Years 271
About the Author 297