Levels of 'employer brand awareness' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of branding to their own organization. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and Prêt a Manger.
L'auteur - Simon Barrow
Simon Barrow was a brand manager at Best Foods (now Unilever) and Colgate-Palmolive before becoming CEO of an advertising agency within the Charles Barker Group, where his growing involvement with HR sparked his creation of the Employer Brand concept and subsequent research with London Business School.
L'auteur - Richard Mosley
Richard Mosley has been involved in brand strategy development and implementation for nearly twenty years, including eight years with WPP's marketing consultancy Added Value where he led the internal marketing practice.
- List of Illustrations
- The Rationale for Change
- The "How to" Guide
|Auteur(s)||Simon Barrow, Richard Mosley|
|Nb. de pages||232|
|Format||15,5 x 23,5|
|Intérieur||Noir et Blanc|
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