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The Employer Brand : Bringing the Best of Brand Management to People at Work [Hardcover]

Simon Barrow , Richard Mosley
4.0 out of 5 stars  See all reviews (2 customer reviews)
RRP: 32.99
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Book Description

23 Sep 2005
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.

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Product details

  • Hardcover: 232 pages
  • Publisher: John Wiley & Sons; 2nd Ed., Rev. and Updated edition (23 Sep 2005)
  • Language: English
  • ISBN-10: 0470012730
  • ISBN-13: 978-0470012734
  • Product Dimensions: 24 x 16 x 2 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 210,736 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

"...This is not just an eloquent brand management and marketing text but one of the wisest management books in the past five years." ( Independent on Sunday , 20th November 2005) "...the authors offer an intellectual framework, a fresh focus and a stimulating guide...this book is an impressive wake–up call..." ( People Management , 10th November 2005) "...packed with insight and alarming statistics, it will also prove a great tool for any HR professional..." ( Strategic HR Review , 1st November 2005) "...useful for HR professionals, managers interested in bringing the concept of ′living the brand′ to the company, and graduates seeking guidance on the kind of company to work for." (The Marketer (CIM), Jan 06) "...provides inspirational insights into the rationale for employer brand management." (Personnel Today, 17th Jan 06) "...easy to read and very useful as it contains great case studies and useful tips on how to build coherent brand framework from the start." (Personnel Today, April 2006) "...interesting insights..." ( Chartered Institute of Personnel and Development , June 2006)

"...not just an eloquent brand management...text but one of the wisest management books in the past five years." ( Independent on Sunday , 20th November 2005) "...the authors offer an intellectual framework, a fresh focus and a stimulating guide...an impressive wake–up call..." ( People Management , 10th November 2005) "...packed with insight and alarming statistics, it will also prove a great tool for any HR professional..." ( Strategic HR Review , 1st November 2005) "...useful for HR professionals, managers...and graduates seeking guidance on the kind of company to work for." (The Marketer (CIM), Jan 06) "...provides inspirational insights into the rationale for employer brand management." (Personnel Today, 17th Jan 06) "...easy to read ... very useful ... contains great case studies and useful tips on how to build coherent brand framework ..." ( Personnel Today , April 2006) "...interesting insights..." ( Chartered Institute of Personnel and Development , June 2006)

From the Inside Flap

This book explains why employer branding has become such a hot topic over recent years, and provides the first comprehensive guide to developing and managing this critical business asset.

Inside This Book (Learn More)
First Sentence
When I first thought of the idea of the Employer Brand it struck me as utterly obvious. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews
9 of 12 people found the following review helpful
4.0 out of 5 stars Employer Brand - the real source document 23 Jan 2006
Format:Hardcover|Verified Purchase
If you have ever been involved with Recruitment Advertising you may have flirted with the idea of Employer Branding. Given the cost of advertising in a national newspaper, you may have been tempted to tell readers both about the specific vacancy and also why they should join the organisation and build their career with it.
Such marketing could be on the basis of your personal experience, or based on the ideas of a few friends at a local hostelry. Or you might be tempted to describe your organisation and the benefits offered as you would them to be. But if you are going to do this properly, the marketing will be the result of systematic measurement, analysis, interpretation and leadership, and that is what this book is about.
The authors say that this book is about bringing the best of brand management to people at work. Consistent with this aim they define the term, and are clear about their potential audiences which include HR Specialists and Top Management. Simon Barrow wrote the five chapters in Part 1 – The Rational for Change, while Richard Mosley wrote the 7 Chapters in the rather longer Part 2 – The ‘How To’ Guide. At the end of the book there are two case studies, 6 pages of references and a detailed index. In keeping with the style of the book the references range from academic journals to details of company websites.
Had this book been available when I headed Recruitment, Development and Training in one part of a large organisation, I would have welcomed it. One reason is that while we were measuring and addressing a wide range of HR issues under our direct control, it raises questions about who was managing other issues affecting employees’ experiences of the organisation and how this information could have been accessed and used.
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3 of 8 people found the following review helpful
4.0 out of 5 stars Fascinating excursion 18 Oct 2005
Format:Hardcover
Perhaps a challenge for lay readers outside the strategic HR space, but opens up to be a very important read for students of what brand management means in the connected world.
I have to declare myself an old associate of Richard Mosley, whose work - as I understand it as one of the laymen - at the interface of brand and anthropology has been at the leading edge for some years now.
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Amazon.com: 4.5 out of 5 stars  2 reviews
4 of 4 people found the following review helpful
4.0 out of 5 stars Employer Brand hits the mark 3 Aug 2010
By Pam Moore - Published on Amazon.com
Format:Hardcover|Verified Purchase
The Employer Brand succeeds in bringing together People and Brand in one seamless framework. The idea that the customer brand is built from the inside out has gained currency but very few authors have been able to provide a satisfactory methodology to achieve this. It probably helps that the authors of this book have experience in both marketing and HR so they understand how to apply the marketing tools to the Employer Brand. I found this book extraordinarily useful and readable although a bit muddled and repetitive in places. Still I have used it in my work and would not hesitate to recommend it.
1 of 1 people found the following review helpful
5.0 out of 5 stars The definitive text on employer branding 19 May 2013
By Ellis H. Pines - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Long before "employer brand" became a buzz word, often relegated to simplistic design taglines, and Simon Barrow defined the term as a management tool, integrally related to other business processes. The years have proven him out. Regardless of the economies of the career and job marketplace, the psychological attributes associated with the employer marketplace have significance to current as well as prospective staff. Barrow's point: Be careful of the message you're sending to job candidates and those influencers in them. Careers are decisions different in texture and weight from typical consumer and even most B2B purchases. You can't sell commitment without an in-depth understanding of your own vision, your workforce and the needs of the job market.
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