Employer Brand Management: Practical Lessons from the World's Leading Employers

Preface by Simon Barrow ix1 Introduction 12 Business Case 113 Brand Ideology 234 Brand Hierarchy and Adaptation 375 Strategy and Capability 476 The Perfect Employee 637 Diversity and Segmentation 738 Reputation and Attraction 819 Engagement and Retention 9710 Employer Brand Positioning and Differentiation 10911 EVP Development 12312 Creative Development 14313 Translation, Validation and Adaptation 15714 Media Channels and Behaviours 16715 Content Marketing 18716 Communication and Content Planning 20117 Internal Marketing and Engagement 21318 Managing the Brand Experience 22919 Candidate Management and On-boarding 24320 Employer Brand Metrics 25121 The Next 10 Years 271Appendix 273References 281Acknowledgements 293About the Author 297Index 299