Your Employer Brand [Paperback]Attract, Engage, Retainby Brett Minchington
Usually ships within 12 to 14 working days Description of Your Employer BrandFocused 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. Title Information
Press and Industry 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 Write a review of this book Customer Reviews from AmazonContents of Your Employer BrandSECTION 1: THE ENVIRONMENT FOR EMPLOYER BRANDING1) The emergence of employer branding in today's 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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