Employer Brand Management - Practical Lessons From the World's Leading Employers: Practical Lessons from the World's Leading Employers [Kõva köide]

  • Formaat: Hardback, 316 pages, kõrgus x laius x paksus: 235x160x22 mm, kaal: 1 g, illustrations
  • Ilmumisaeg: 12-Sep-2014
  • Kirjastus: John Wiley & Sons Inc
  • ISBN-10: 1118898524
  • ISBN-13: 9781118898529
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  • Formaat: Hardback, 316 pages, kõrgus x laius x paksus: 235x160x22 mm, kaal: 1 g, illustrations
  • Ilmumisaeg: 12-Sep-2014
  • Kirjastus: John Wiley & Sons Inc
  • ISBN-10: 1118898524
  • ISBN-13: 9781118898529
Teised raamatud teemal:
"This book draws on the significant advances in employer brand practice among leading companies to provide hands-on advice to those interested in applying the most advanced tools and techniques in this fast emerging management discipline. The book walks the reader through employer brand planning, employer brand definition, employer brand implementation and specific applications. It shows how employer brand thinking can strengthen HR strategy and reinforce HR's value to the business. And finally, it offers practical help in improving existing programs of recruitment and talent management, demonstrates the importance of people in delivering the desired brand experience, and gives the reader a personal grasp of a new approach to people management"--

"A practical guide to the key global trends and practices that are transforming HR, talent acquisition and management.Building on the success of The Employer Brand, a conceptual introduction to what has now become a well-established concept; this is a practical guide to implementation, drawing on a much wider range of cases and examples. This book draws on the significant advances in employer brand practice among leading companies to give managers hands on advice for implementing successful employer brand planning, employer brand definition, employer brand implementation and specific applications. It will demonstrate how employer brand thinking can strengthen organisational HR strategy and reinforce HR's value to the business. Offers practical help in improving existing programmes of recruitment and talent management Demonstrates the importance of people in delivering the desired brand experience Gives the reader a personal grasp of a new approach to people management "--

Attract, recruit, and retain the very best with a strategic employer brand

From one of the world's leading pioneers in the employer brand discipline and author of the first book on the subject The Employer Brand, comes the long-awaited practical follow-up Employer Brand Management. Talented, motivated employees are a company's best assets, and the techniques in this book help attract, recruit, and retain the very best. A successful employer brand reaches beyond the boardroom to establish confidence, loyalty, and enthusiasm all the way down the ladder. Employer Brand Management gives readers a personal grasp of a new approach to people management. It draws on significant advances in practices among leading companies to provide a handbook for employer brand development and implementation. With a wide range of case studies and examples, you'll be taken step-by-step through the employer brand development process. You will find information on the latest developments in technology, with particular attention paid to socially-enabled recruitment marketing and employee communication and engagement.

You will:

  • Follow the process of brand planning, definition, implementation, and application
  • Discover how brand thinking can strengthen strategy and reinforce HR value
  • Improve existing recruitment and talent management programs
  • Learn the importance of employee engagement in the brand experience

Arvustused

Employer Brand Management is a great read for any business looking to attract (and more importantly keep) the cream of the employment crop. (Entrepreneur Middle East, January 2015) "Mr Mosley's book is thought-provoking, insightful, enjoyable and quirky...a must-read for business leaders" (Financial Adviser, January 2015) If, like me, you re exploring the subject of brand management with an element of scepticism, you ll finish the book with a greater sense of respect and seriousness for the subject. (B2B Marketing, January 2015) Every chapter is loaded with understanding, know-how and evidence. It has been produced with a level of social scientific rigour that many texts either lack or simply ignore. (Employer Brand News, January 2015)

Preface ix
Simon Barrow
1 Introduction
1(10)
2 Business Case
11(12)
3 Brand Ideology
23(14)
4 Brand Hierarchy and Adaptation
37(10)
5 Strategy and Capability
47(16)
6 The Perfect Employee
63(10)
7 Diversity and Segmentation
73(8)
8 Reputation and Attraction
81(16)
9 Engagement and Retention
97(12)
10 Employer Brand Positioning and Differentiation
109(14)
11 EVP Development
123(20)
12 Creative Development
143(14)
13 Translation, Validation and Adaptation
157(10)
14 Media Channels and Behaviours
167(20)
15 Content Marketing
187(14)
16 Communication and Content Planning
201(12)
17 Internal Marketing and Engagement
213(16)
18 Managing the Brand Experience
229(14)
19 Candidate Management and On-boarding
243(8)
20 Employer Brand Metrics
251(20)
21 The Next 10 Years
271(2)
Appendix 273(8)
References 281(12)
Acknowledgements 293(4)
About the Author 297(2)
Index 299
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.

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