The employer brand bringing the best of brand management to people at work
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| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester [u.a.]
Wiley
2011
|
| Ausgabe: | Reprinted |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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| 020 | |a 0470012730 |c cloth : alk. paper |9 0-470-01273-0 | ||
| 020 | |a 9780470012734 |9 978-0-470-01273-4 | ||
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| 100 | 1 | |a Barrow, Simon |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The employer brand |b bringing the best of brand management to people at work |c Simon Barrow and Richard Mosley |
| 250 | |a Reprinted | ||
| 264 | 1 | |a Chichester [u.a.] |b Wiley |c 2011 | |
| 300 | |a XVIII, 214 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Human resource management | |
| 650 | 4 | |a Personaleledelse | |
| 650 | 4 | |a Personaleorganisation | |
| 650 | 4 | |a Personnel management | |
| 650 | 4 | |a Product management | |
| 650 | 4 | |a Product management | |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-024503639 | |
Datensatz im Suchindex
| _version_ | 1819582834652741632 |
|---|---|
| adam_text | Contents
List of Illustrations
xi
Acknowledgements
xiii
Preface
xv
PART I: THE RATIONALE FOR CHANGE
1
1
Birth of an Idea
3
2
The Changing Needs and Aspirations of Employees
13
3
Investors Awaken
21
4
The People Management Challenge
37
5
The Role of Leadership
45
PART II: THE HOW TO GUIDE
55
6
Brand Fundamentals
57
Functional Benefits
58
Emotional Benefits
58
Higher Order Benefits, Brand Values and
DNA 59
Brand Personality
60
Brand Positioning and Differentiation
61
Brand Hierarchy
63
Brand Vision and Brand Reality
64
Brand Management and Development
65
Brand
Consistency and Continuity
65
Brand Development
67
Summary
68
7
The Business Case
69
The Major Benefits of Employer Branding
69
Lower Costs
69
Customer Satisfaction
71
Financial Results
72
Summary
74
Life Cycle Benefits
74
Young, Fast Growing Companies: Attracting
The Right Stuff
74
Coming of Age: Capturing the Organisational Spirit
75
Going International: Translating the Employer
Brand into New Contexts
75
Merger and Acquisition: Forging a Shared Sense of
Identity and Purpose
76
Corporate Reinvention: Refreshing the Self-Image
77
Revitalizing the Customer Brand Proposition:
Living the Brand
77
Burning Platform: Re-instilling Fresh Belief
78
Functional Benefits
78
Benefits to the HR Function
78
Benefits to the Internal Communications Function
79
Benefits to the Marketing Function
80
Winning Support from the Top
81
Summary
83
Employer Brand Insight
85
Employee Insights
86
Employee Engagement and Commitment
88
Benchmarking
89
Correlation Analysis
91
Continuous Research
92
Culture Mapping
93
Brand Roots
95
Projective
and Enabling Techniques
96
Observation
99
Segmentation
100
Communication Audits
102
Additional Sources
103
Labour Market Insights
104
Clarifying the Target Market
104
Needs and Aspirations
105
Employer Brand Image
106
Summary
108
9
Employer Brand Positioning
109
Brand Identity
109
Monolithic
109
Parent
110
Subsidiary
110
Brand Integration (Customer and Employer Brands)
110
Corporate Brand Hierarchy (Parent and Subsidiary) 111
The Key Components of the Positioning Model
113
The Brand Reality Model
113
The Brand Vision Model
116
Target Employee Profiles
116
The Employer Brand Proposition
117
Values
119
Personality
122
Benefits
123
Employee Value Propositions
125
Reasons to believe
126
Summary
126
10
Employer Brand Communication
129
Identity
129
Internal Launch
j
30
Rational Understanding
і
32
Emotional Engagement
J
33
Employee Commitment and Behaviour Change
141
Summary
] 44
11
Employer
Brand Management
147
Big Picture:
Policy
149
External Reputation
149
Internal Communication
151
Senior Leadership
152
Values and Corporate Social Responsibility
152
Internal Measurement Systems
154
Service Support
154
Local Picture. Practice
155
Recruitment and Induction
155
Team Management
156
Performance Appraisal
157
Learning and Development
157
Reward and Recognition
159
Working Environment
159
The Key Responsibilities of Employer Brand Management
160
Summary
161
12
The Durability of the Employer Brand Concept
163
PARTIU:
APPENDICES
165
Appendix
1:
Reuters Case Study
167
Appendix
2:
Tesco Case Study
185
Appendix
3:
Extract from Greggs Development Review
197
References
201
Index
207
|
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| author | Barrow, Simon |
| author_facet | Barrow, Simon |
| author_role | aut |
| author_sort | Barrow, Simon |
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| building | Verbundindex |
| bvnumber | BV039654042 |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)760141419 (DE-599)BVBBV039654042 |
| dewey-full | 658.3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.3 |
| dewey-search | 658.3 |
| dewey-sort | 3658.3 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Reprinted |
| format | Book |
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| id | DE-604.BV039654042 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T02:23:37Z |
| institution | BVB |
| isbn | 0470012730 9780470012734 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024503639 |
| oclc_num | 760141419 |
| open_access_boolean | |
| owner | DE-739 DE-1049 DE-523 DE-Aug4 |
| owner_facet | DE-739 DE-1049 DE-523 DE-Aug4 |
| physical | XVIII, 214 S. graph. Darst. |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | Wiley |
| record_format | marc |
| spellingShingle | Barrow, Simon The employer brand bringing the best of brand management to people at work Human resource management Personaleledelse Personaleorganisation Personnel management Product management Mitarbeiter (DE-588)4120744-0 gnd Personalimage (DE-588)4379851-2 gnd Motivation (DE-588)4040364-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4120744-0 (DE-588)4379851-2 (DE-588)4040364-6 (DE-588)4144679-3 |
| title | The employer brand bringing the best of brand management to people at work |
| title_auth | The employer brand bringing the best of brand management to people at work |
| title_exact_search | The employer brand bringing the best of brand management to people at work |
| title_full | The employer brand bringing the best of brand management to people at work Simon Barrow and Richard Mosley |
| title_fullStr | The employer brand bringing the best of brand management to people at work Simon Barrow and Richard Mosley |
| title_full_unstemmed | The employer brand bringing the best of brand management to people at work Simon Barrow and Richard Mosley |
| title_short | The employer brand |
| title_sort | the employer brand bringing the best of brand management to people at work |
| title_sub | bringing the best of brand management to people at work |
| topic | Human resource management Personaleledelse Personaleorganisation Personnel management Product management Mitarbeiter (DE-588)4120744-0 gnd Personalimage (DE-588)4379851-2 gnd Motivation (DE-588)4040364-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Human resource management Personaleledelse Personaleorganisation Personnel management Product management Mitarbeiter Personalimage Motivation Markenpolitik |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024503639&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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