The Employer Brand (ePub)
Bringing the Best of Brand Management to People at Work
(Sprache: Englisch)
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...
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...
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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.
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.
Autoren-Porträt von Simon Barrow, Richard Mosley
Simon Barrow and Richard Mosley are colleagues in theLondon 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.
Bibliographische Angaben
- Autoren: Simon Barrow , Richard Mosley
- 2011, 1. Auflage, 232 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 111999554X
- ISBN-13: 9781119995548
- Erscheinungsdatum: 01.01.2011
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 0.70 MB
- Mit Kopierschutz
Sprache:
Englisch
Kopierschutz
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