Your Employer Brand

attract-engage-retain

By: Brett Minchington

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Product code: 23993
232 pages
Format: Pb
Published by: Collective Learning Australia, 2006, 1st edition

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Description of Your Employer Brand

Focused 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.

Your Employer Brand - Chapter headings

SECTION 1: THE ENVIRONMENT FOR EMPLOYER BRANDING

1) The emergence of employer branding in todays 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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Your Employer Brand