Employer Brand Management: Practical Lessons from the Worlds Leading Employers

"A highly practical guide to a management discipline we take very seriously at McDonald′s. It′s also a highly enjoyable read, packed with stories and fresh ideas. If you want to shake things up a bit, I suggest you buy this book."

David Fairhurst Chief People Officer for McDonald′s in Europe

"A deeply insightful read that reminds business leaders that they are first and foremost people leaders and reminds HR leaders that they are marketing leaders of the company′s very essence and soul, its people and its culture."

Federico Giovannini Chief HR Officer at the Ferrero Group

"This book demonstrates how and why employer brand management lies at the heart of the most effective talent strategies."

David Henderson Chief Talent Officer, Met Life

"A compelling case for the importance of employer brand management. Highly informative and practical, this is the kind of book that breaks new ground to really make a difference."

Kevin Lane Keller Professor of Marketing and Author of Strategic Brand Management

"By far the best documentation and analysis of current thinking around the evolution of recruiting I′ve ever seen."

Gerry Crispin Founder of CareerXroads

"A clear and compelling guide to building a distinctive employer brand and the competitive edge you need to attract and engage the best available talent."

Simon Riis–Hansen Senior Vice President, Executive HR, LEGO

Preface by Simon Barrow ix

1 Introduction 1

2 Business Case 11

3 Brand Ideology 23

4 Brand Hierarchy and Adaptation 37

5 Strategy and Capability 47

6 The Perfect Employee 63

7 Diversity and Segmentation 73

8 Reputation and Attraction 81

9 Engagement and Retention 97

10 Employer Brand Positioning and Differentiation 109

11 EVP Development 123

12 Creative Development 143

13 Translation, Validation and Adaptation 157

14 Media Channels and Behaviours 167

15 Content Marketing 187

16 Communication and Content Planning 201

17 Internal Marketing and Engagement 213

18 Managing the Brand Experience 229

19 Candidate Management and On–boarding 243

20 Employer Brand Metrics 251

21 The Next 10 Years 271

Appendix 273

References 281

Acknowledgements 293

About the Author 297

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.