Normal view MARC view

Your employer brand

Author: Minchington, Brett Publisher: Collective learning Australia, 2006.Language: EnglishDescription: 232 p. : Graphs ; 23 cm.Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HD6953.5 .M46 2006
(Browse shelf)
900185448
Available 900185448
Total holds: 0

Includes index

Digitized

Table of Contents About the author Dedication Acknowledgements List of illustrations Foreword Preface SECTION 1:THE ENVIRONMENT FOR EMPLOYER BRANDING 1)The emergence of employer b r a n d i n g in todays knowledge economy The rise in awareness of employer branding Where does responsibility in an organisation for employer branding lie? The objectives of employer branding Workers' attitudes to their workplace and their employers The brands people want to work for Understanding the value of diversity In the spotlight - General Electric Employer branding and the public sector 2) The role of employer b r a n d i n g i n organisational strategy: Dr Steve Goodman Employer branding - Improving the organisation's competitive position The resource based view of strategy Four conditions for organisational success (i) Heterogenous organisations (ii) Capabilities must be rare and have value (iii) Capabilities must be hard to replicate (iv) Capabilities must not be easily traded Planning and control structures Emergent self organisation 3) The strategic drivers b e h i n d t h e rise in acceptance of t h e employer b r a n d concept The ageing global population Your Employer Brand Your Employer Brand 7 8 14 18 20 25 26 29 34 36 39 40 41 45 46 46 47 47 48 49 50 51 51 55 56 Declining birth rates In the spotlight - Australia Economic growth Labour force participation Migration Skill shortages 4) Building t h e business case The major benefits of developing and implementing an employer brand strategy The financial benefits Top management becoming increasingly involved Pitching the employer brand concept to senior management In the spotlight - the BASF Corporation In the spotlight - Southwest Airlines SECTION 2: BUILDING A LEADING EMPLOYER BRAND 5) Understanding t h e brand fundamentals: Ron Tomlian The history of brands Brands - Where did they come from? Branding - What is it? Branding - What's in it for me? Elements of the brand Who was that masked man? Position - Position - Position Takinn care of business 6) Employer attractiveness: Professor Mike Ewing Advertising's role in creating strong employer brands Advertising's internal audiences Towards a typology of employer advertising approaches Implications for management Introducing the notion of employer attractiveness The underlying dimensions of employer attractiveness Interest value Social value Economic value Development value 58 59 62 63 67 68 68 73 74 77 78 85 86 87 89 90 91 93 95 95 97 97 98 Application value Applications for business Future research directions in to studying employer attractiveness 7) Employer brand metrics Employee engagement In the spotlight - Australia Human capital measures The top 25 levers of engagement The value of employee research in tracking your employer brand efforts In the spotlight - technology organisation - an illustrative HDA case study 8) Emvlover brand communication and actions Getting the right message across Employer brand communicatjon methods Conveying a brand across cultures Importance of differentiation Web technology Recruitment advertising In the spotlight - Coca-Cola Amatil The strategic employment brand in action a holistic approach to living the employer brand First contact The dating game Proposal Marriage Maintaining the passion Anniversarv SECTION 3: THE EMPLOYER BRANDING PROCESS 9) Employer Brand Excellence FrameworkTM Employer value proposition Defining the employer value proposition Employer brand identity 115 116 119 122 123 123 126 126 129 140 142 142 144 Employer Brand Employee PlatformTM Recruitment and induction Compensation and benefits Career development Employee research Reward and recognition Communication systems Work environment Employer Brand Strategic PlatformTM Mission, vision, and values Corporate social responsibility Leadership Corporate reputation and culture People management polices and practices Performance management Innovation The Corporate brand Market forces Customers Prospective employees Stakeholders Evaluating your employer brand program 8 steps to developing an employer brand 10) The future for employer branding SECTION 4: EMPLOYER BRAND CASE STUDIES Thomas Cook Bank S A The Compass Group SECTION 5: EMPLOYER BRAND 144 144 148 149 152 153 154 158 159 165 169 181 189 EXCELLENCE SCORECARDTM Worksheets 201 References Index

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