Leseprobe
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The Employer Brand
Simon Barrow, Richard Mosley
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Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
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.
Rezensionen
"...This is not just an eloquent brand management and marketing text but one of the wisest management books in the past five years."
"...the authors offer an intellectual framework, a fresh focus and a stimulating guide...this book is an impressive wake-up call..."
"...packed with insight and alarming statistics, it will also prove a great tool for any HR professional..."
"...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."
"...provides inspirational insights into the rationale for employer brand management."
"...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."
"...interesting insights..."
Kundenbewertungen
Marketing u. Vertrieb, Business & Management, Marketing, Personalmarketing, Marketing & Sales, Wirtschaft u. Management