Employer Branding For Dummies
1. Edition March 2017
368 Pages, Softcover
Wiley & Sons Ltd
Attract the very best talent with a compelling employer brand!
Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent. Written by two of the most recognized leaders in employer brand, Richard Mosley and Lars Schmidt, this book gives you actionable advice and expert insight you need to build, scale, and measure a compelling brand. You'll learn how to research what makes your company stand out, the best ways to reach the people you need, and how to convince those people that your company is the ideal place to exercise and develop their skills. The book includes ways to identify the specific traits of your company that aligns with specific talent, and how to translate those traits into employer brand tactic that help you draw the right talent, while repelling the wrong ones. You'll learn how to build and maintain your own distinctive, credible employer brand; and develop a set of relevant, informative success metrics to help you measure ROI. This book shows you how to discover and develop your employer brand to draw the quality talent you need.
* Perfect your recruitment marketing
* Develop a compelling employer value proposition (EVP)
* Demonstrate your employer brand ROI
Face it: the very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer. It's good for engagement, good for retention, and good for the bottom line. Employer Branding For Dummies helps you hone in on your unique, compelling brand, and get the people you need today.
Part 1: Getting Started with Employer Branding 5
Chapter 1: Building a Strong Employer Brand 7
Chapter 2: Preparing for the Journey 23
Chapter 3: Conducting an Employer Brand Health Check 41
Part 2: Developing an Effective Employer Brand Strategy 61
Chapter 4: Defining Your Employer Value Proposition 63
Chapter 5: Building Your Employer Brand Framework 83
Chapter 6: Generating Engaging Content 101
Chapter 7: Rolling Out Your Employer Brand Strategy 121
Part 3: Reaching Out through the Right Channels 139
Chapter 8: Constructing Your Recruitment Marketing Plan 141
Chapter 9: Creating a Winning Career Site 153
Chapter 10: Developing Your Talent Network 165
Chapter 11: Engaging Talent through Social Media 177
Chapter 12: Making the Most of Recruitment Advertising 199
Chapter 13: Making a Splash on Campus 211
Part 4: Delivering on Your Employer Brand Promises 223
Chapter 14: Shaping a Positive Brand Experience 225
Chapter 15: Making a Positive Impression on Candidates 237
Chapter 16: Engaging and Retaining Your Talent 249
Part 5: Measuring the Success of Your Employer Branding Strategy 263
Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring 265
Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value 281
Part 6: The Part of Tens 301
Chapter 19: Ten Success Factors to Embrace 303
Chapter 20: Ten Common Mistakes to Avoid 311
Chapter 21: Ten Ways to Minimize Cost and Maximize Impact 319
Index 325
Lars Schmidt, Founder of Amplify Talent and Cofounder of HR Open Source, is a leading strategy consultant, speaker, and writer in the fields of employer branding and recruiting.
