Cover -- Title Page -- Copyright -- Contents -- Preface by Simon Barrow -- Chapter 1 Introduction -- Why the New Book? -- Why should Companies invest in Employer Brand Management? -- Defining 'Employer Brand' -- The Difference between Branding and Brand Management -- Summary and Key Conclusions -- Chapter 2 Business Case -- 1. The Cost Benefits of a Strong Employer Brand -- (a) Targeting the right potential candidates -- (b) Rationalizing your creative spend -- (c) Building brand awareness and equity -- (d) Enhancing your pulling power -- (e) Hiring good people for less -- (f) Reducing unwanted attrition (and re-hire) -- 2. The Performance Benefits of a Strong Employer Brand -- (a) Hiring more high performers -- (b) On-boarding employees more effectively -- (c) Improving employee engagement -- (d) Enhancing communication and change management effectiveness -- (e) Building brand engagement -- Summary and Key Conclusions -- Chapter 3 Brand Ideology -- Defining a Clear and Compelling Statement of Purpose -- Vision and mission -- Core Values -- The Core Values of Guardian Media Group -- Johnson & Johnson's credo -- Summary and Key Conclusions -- Chapter 4 Brand Hierarchy and Adaptation -- 'Integrated ' Branded House Model -- 'Parent-subsidiary' House of Brands Model -- Who Owns the Brand? -- Summary and Key Conclusions -- Chapter 5 Strategy and Capability -- Corporate Strategy -- Business Strategy -- HR Strategy -- Talent Strategy -- Inclusive vs Exclusive Talent Management -- Buy, Borrow or Build? -- Global Local Strategy -- Summary and Key Conclusions -- Chapter 6 The Perfect Employee -- Identifying the Right Talent -- Summary and Key Conclusions -- Chapter 7 Diversity and Segmentation -- Accounting for Diversity -- The Benefits of Diversity -- Talent Segmentation -- Sumary and Key Conclusions -- Chapter 8 Reputation and Attraction.

Evaluating your External Reputation -- (a) Industry image -- (b) Competitor analysis -- (c) Attraction -- Assesing your External Reputation -- (a) Corporate Reputation Surveys -- (b) Student Surveys -- (c) Experienced Hire Surveys -- (d) New Joiner Surveys -- (e) Social Reputation Audit -- Image Analysis -- Summary and Key Conclusions -- Chapter 9 Engagement and Retention -- Gallup -- Towers Watson -- Employee Engagement Surveys -- (a) Engagement heatmap -- (b) Performance scorecard -- (c) Engagement drivers -- (d) Differentiators -- (e) Momentum -- Retention Drivers -- Qualitative Research -- Summary and Key Conclusions -- Chapter 10 Employer Brand Positioning and Differentiation -- (a) Status -- (b) Purpose -- (c) Teamwork -- (d) Autonomy -- (e) Innovation -- (f) Learning -- (g) Progression -- (h) Performance -- Competitor Maping -- Summary and Key Conclusions -- Chapter 11 EVP Development -- Establishing A Strong Foundation -- (a) Selecting the right development team -- (b) Consultation with executive management -- (c) Consultation with the HR leadership team -- (d) Consultation with the brand team -- (e) Agency support -- (f) Establishing the business case and securing leadership support -- (g) Review your existing data and insights -- (h) Building an insight platform -- EVP Development Workshops -- (a) Employer brand briefing -- (b) The insight platform -- (c) Potential EVP ingredients -- (d) The give-get challenge -- (e) The strength-stretch challenge -- (f) The POP-POD challenge -- (g) The global-local challenge -- (h) The short-list -- (i) The core positioning -- (j) Brand personality -- Writing Your EVP -- Sumary and Key Conclusions -- Chapter 12 Creative Development -- Creative Framework -- (a) Brand identity -- (b) Core creative concept/brand mantra -- (c) Campaign ideas and executional structure.

Creative Development Roadmap and Checklist -- (a) Establishing the wider creative context for your employer brand -- (b) Target audiences -- (c) Current and desired reputation -- (d) Communication objectives -- (e) Existing image and content assets -- (f) Media considerations -- (g) Creative development and decision making process -- Sumary and Key Conclusions -- Chapter 13 Translation, Validation and Adaptation -- Internal Validation -- External Validation -- Global Local Tuning -- Local Messaging Frameworks -- Summary and Key Conclusions -- Chapter 14 Media Channels and Behaviours -- Career Websites -- (a) Video -- (b) Social functionality -- (c) Mobile friendly design -- (d) Search friendly content -- (e) Contextual content -- (f) Personalization -- (g) Gamification -- Employee Referral -- Professional Networks -- Facebook and Twitter -- Job Boards -- Third-Party 'Contingency ' or 'Search' Agencies -- Alternative media choices -- Campus Marketing -- Sumary and Key Conclusions -- Chapter 15 Content Marketing -- Advertising That's Good Enough to Share -- Employee Profiles -- (a) The job profile -- (b) The culture profile -- (c) The passion profile -- (d) The hero profile -- (e) The paired/team profile -- Job Descriptions -- The Inside Story -- Q&As and FAQs -- Insights, Opinions and Manifestos -- News Flash -- Infographics -- Gamification -- Events -- Summary and Key Conclusions -- Chapter 16 Communication and Content Planning -- Step 1: Target Definition and Insights -- Step 2: Overarching Communication Objectives -- Step 3: Message Hierarchy -- Step 4: Sourcing Content -- Content audit -- Step 5: Curating Content -- Step 6: Matching Content with Channel and Target Audiences -- Global plays -- Local plays -- Creating a content playmix -- Step 7: Media Planning and Cycle Time -- Summary and Key Conclusions.

Chapter 17 Internal Marketing and Engagement -- Launching a New or Refreshed EVP -- Leadership Engagement -- Recruitment Toolkits -- Engaging the HR/Talent Community -- Engaging the Front Line Management -- Employee Engagement -- (a) Rational understanding -- (b) Emotional engagement -- (c) Employee commitment and behaviour change -- (d) Employee generated content (EGC) -- Summary and Key Conclusions -- Chapter 18 Managing the Brand Experience -- The Customer Brand Experience -- The Employee's Role In Delivering The Brand Experience -- Internal Marketing -- Internal Branding -- Managing the Employee's Brand Experience -- Brand Signatures -- Touch-Point Planning -- (a) Conducting a touch-point review -- (b) Touch-point prioritization -- (c) Touch-point design -- Sumary and Key Conclusions -- Chapter 19 Candidate Management and On-boarding -- Managing the Candidate Experience -- Managing the On-Boarding Experience -- Summary and Key Conclusions -- Chapter 20 Employer Brand Metrics -- Employer Brand Reputation -- (a) Brand awareness and familiarity -- (b) Employer brand image -- (c) Image strength -- (d) Consistency -- (e) Attribute appeal -- (f) Competitor benchmarking -- (g) Tailored brand image surveys -- (h) New joiner surveys -- Desired External Behaviours and Outcomes -- (a) Talent pool reach and engagement -- (b) Consideration -- (c) Preference -- (d) Application volume, diversity and quality -- (e) Quality of hire -- (f) Conversion rate and conversion premium -- (g) Positive word of mouth -- (h) Social listening -- Relative Impact of Recruitment Marketing Activities -- (a) Target profile fit -- (b) Workforce planning accuracy -- (c) Impact and influence of marketing content -- (d) Impact and influence of marketing media -- (e) Recruitment analytics -- Candidate Management and On-boarding Metrics -- (a) Candidate experience.

(b) On-boarding experience -- Employer Brand Experience -- Desired Employee Outcome Measures -- (a) Employee engagement -- (b) Talent retention and bench-strength -- (c) Performance -- (d) People management processes and practices -- Advanced Analytics -- Summary and Key Conclusions -- Chapter 21 The Next 10 Years -- Appendix : Global Attraction Factors -- References -- Acknowledgements -- About the Author -- Index -- EULA.