雇主商标管理 THE EMPLOYER BRAND
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作者： Simon Barrow，Richard Mosley 著
出 版 社： John Wiley & Sons
出版时间： 2005-2-1字数：版次： 1页数： 214印刷时间： 2005/02/01开本：印次：纸张： 胶版纸I S B N ： 9780470012734包装： 精装内容简介
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.
作者简介：
Simon Barrow and Richard Mosley are colleagues in the London based management consultancy People in Business, whose work with senior managers to improve their organisation’s performance is driven by the thinking in this book.
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.
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.
Both authors share a belief in the need for marketing and HR to work together more effectively, especially in businesses which rely on people to deliver the customer brand experience.
People in Business’s recent clients include BP, British Airways, Hiscox, John Lewis, Man Investments and Unilever.
目录
List of Illustrations
Acknowledgements
Preface
PART Ⅰ: THE RATIONALE FOR CHANGE
1 Birth of an Idea
2 Changing Needs and Aspirations of Employees
3 Investors Awaken
4 The People Management Challenge
5 The role of leadership
PART Ⅱ: THE HOW TO GUIDE
6 Brand Fundamentals
Functional Benefits
Emotional Benefits
Higher Order Benefits, Brand Values and DNA
Brand Personality
Brand Positioning and Differentiation
Brand Hierarchy
Brand Vision and Brand Reality
Brand Management and Development
Brand Consistency and Continuity
Brand Development
Summary
7 The Business Case
Major Benefits of Employer Branding
Lower Costs
Customer Satisfaction
Financial Results
Summary
Young, Fast Growing Companies: Attracting ‘The Right Stuff’
Coming of Age: Capturing the Organisational Spirit
Going International: Translating the Employer Brand into New Contexts
Merger and Acquisition: Forging a Shared Sense of Identity and Purpose
Corporate Reinvention: refreshing the Self-Image
Revitalizing the Customer Brand Proposition: Living the Brand
Burning Platform: Re-instilling Fresh Belief
Benefits to the HR Function
Benefits to the Internal Communications Function
Benefits to the Marketing Function
Winning Support from the Top
Summary
8 Employer Brand Insight
Employee Insights
Employee Engagement and Commitment
Benchmarking
Correlation Analysis
Continuous Research
Culture Mapping
Brand Roots
Projective and Enabling Techniques
Observation
Segmentation
Communication Audits
Additional Sources
Labour Market Insights
Clarifying the Target Market
Needs and Aspirations
Employer Brand Image
Summary
9 Employer Brand Positioning
Brand Identity
Monolithic
Parent
Subsidiary
Brand Integration (Customer and Employer Brands)
Corporate Brand Hierarchy (Parent and Subsidiary)
The Key Components of the Positioning Model
The Brand Reality model
The Brand Vision Model
Target Employee Profiles
The Employer Brand Proposition
Values
Personality
Benefits
Employee Value Propositions
Reasons to believe
Summary
10 Employer Brand Communication
Identity
Internal Launch
Rational Understanding
Emotional Engagement
Employee Commitment and Behaviour Change
Summary
11 Employer Brand Management
Big Picture: Policy
External Reputation
Internal Communication
Senior Leadership
Corporate Social Responsibility
Internal Measurement Systems
Service Support
Local Picture: Practice
Recruitment and Induction
Team Management
Performance Appraisal
Learning and development
Reward and Recognition
Working Environment
The Key Responsibilities of Employer Brand Management
Summary
12 The Durability of the Employer Brand Concept
PART Ⅲ: APPENDICES
Appendix 1: Reuters Case Study
Appendix 2: Tesco Case Study
Appendix 3: Extract from Greggs Development Review
References
Index
