Employer Brand Management: Practical Lessons from the World's Leading Employers - Tapa dura

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Richard Mosley is Executive Vice President of Brand Strategy at TMP Worldwide (New York) and Global Head of the employer brand consultancy, People in Business (London). After 15 years in customer and corporate brand marketing, he recognized both the opportunity and adventure of bringing marketing and HR closer together through the newly emerging discipline of employer brand management, and has been a passionate advocate ever since.
Since co-authoring the first book published on the subject, The Employer Brand (Wiley) in 2005, Richard has led over 50 employer brand development projects around the world. This has included work with Bacardi, BP, Coca-Cola, Ferrero, HSBC, JTI, Lafarge, L'Oreal, Met Life, PepsiCo, P&G, Santander, Unilever, Verizon and many other leading global employers.
Richard regularly chairs HR, Talent and Employer Brand conferences in Europe and Asia, and has conducted employer brand masterclasses in over 20 countries.

De la contraportada

The organizations that are recognized around the world for being great employers seldom if ever achieve this status by accident. They apply the same rigour and discipline to managing their employer brand reputations and experience as they devote to their customer and consumer brands.

You can judge a company by the people that it keeps. Great companies attract and keep great talent. Talented people choose to come and choose to stay because they feel their pay and opportunities are better than any other organization they might consider. But for the best companies, there is also an X factor. In the same way that leading companies strive to deliver uniquely valuable products and services, they also seek to shape a distinctive organizational culture and brand identity.

Drawing on numerous case study examples this book provides step by step guidance on how you can identify these X factor qualities and translate them into a clear, compelling and distinctive employment proposition. It also demonstrates how the practice of employer brand management can help you maximize the effectiveness of your recruitment marketing, internal communication and people management.

The leading employers featured in this book include case studies and best practice illustrations from: Accenture, Ahold, Allianz, Amazon, Apple, BP, Coca-Cola, Daimler, Deloitte, Deutsche Bank, Ernst & Young, ESPN, Facebook, Ferrero, Google, GSK, Guardian Media Group, HP, HSBC, Innocent, InterContinental Hotels group (IHG), Johnson & Johnson, JP Morgan, JTI, The LEGO Group, L'Oreal, McDonald's, McKesson, McKinsey, Met Life, Microsoft, Monsanto, NASA, Netflix, Nike, PepsiCo, Philips, P&G, RBS, Roche, Santander, SGS, Siemens, Southwest Airlines, Thales, Unilever, Walmart and Zappos.

De la solapa interior

The organizations that are recognized around the world for being great employers seldom if ever achieve this status by accident. They apply the same rigour and discipline to managing their employer brand reputations and experience as they devote to their customer and consumer brands.

You can judge a company by the people that it keeps. Great companies attract and keep great talent. Talented people choose to come and choose to stay because they feel their pay and opportunities are better than any other organization they might consider. But for the best companies, there is also an X factor. In the same way that leading companies strive to deliver uniquely valuable products and services, they also seek to shape a distinctive organizational culture and brand identity.

Drawing on numerous case study examples this book provides step by step guidance on how you can identify these X factor qualities and translate them into a clear, compelling and distinctive employment proposition. It also demonstrates how the practice of employer brand management can help you maximize the effectiveness of your recruitment marketing, internal communication and people management.

The leading employers featured in this book include case studies and best practice illustrations from: Accenture, Ahold, Allianz, Amazon, Apple, BP, Coca-Cola, Daimler, Deloitte, Deutsche Bank, Ernst & Young, ESPN, Facebook, Ferrero, Google, GSK, Guardian Media Group, HP, HSBC, Innocent, InterContinental Hotels group (IHG), Johnson & Johnson, JP Morgan, JTI, The LEGO Group, L'Oreal, McDonald's, McKesson, McKinsey, Met Life, Microsoft, Monsanto, NASA, Netflix, Nike, PepsiCo, Philips, P&G, RBS, Roche, Santander, SGS, Siemens, Southwest Airlines, Thales, Unilever, Walmart and Zappos.