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Employer Brand Management


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Table of Contents

Preface by Simon Barrow ix 1 Introduction 1 2 Business Case 11 3 Brand Ideology 23 4 Brand Hierarchy and Adaptation 37 5 Strategy and Capability 47 6 The Perfect Employee 63 7 Diversity and Segmentation 73 8 Reputation and Attraction 81 9 Engagement and Retention 97 10 Employer Brand Positioning and Differentiation 109 11 EVP Development 123 12 Creative Development 143 13 Translation, Validation and Adaptation 157 14 Media Channels and Behaviours 167 15 Content Marketing 187 16 Communication and Content Planning 201 17 Internal Marketing and Engagement 213 18 Managing the Brand Experience 229 19 Candidate Management and On-boarding 243 20 Employer Brand Metrics 251 21 The Next 10 Years 271 Appendix 273 References 281 Acknowledgements 293 About the Author 297 Index 299

About the Author

Richard Mosley is Executive Vice President of Brand Strategy at TMP Worldwide (New York) and Global Head of the employer brand consultancy, People in Business (London). After 15 years in customer and corporate brand marketing, he recognized both the opportunity and adventure of bringing marketing and HR closer together through the newly emerging discipline of employer brand management, and has been a passionate advocate ever since. Since co-authoring the first book published on the subject, The Employer Brand (Wiley) in 2005, Richard has led over 50 employer brand development projects around the world. This has included work with Bacardi, BP, Coca-Cola, Ferrero, HSBC, JTI, Lafarge, L'Oreal, Met Life, PepsiCo, P&G, Santander, Unilever, Verizon and many other leading global employers. Richard regularly chairs HR, Talent and Employer Brand conferences in Europe and Asia, and has conducted employer brand masterclasses in over 20 countries.


Employer Brand Management is a great read for any business looking to attract (and more importantly keep) the cream of the employment crop. (Entrepreneur Middle East, January 2015) "Mr Mosley's book is thought-provoking, insightful, enjoyable and quirky...a must-read for business leaders" (Financial Adviser, January 2015) If, like me, you re exploring the subject of brand management with an element of scepticism, you ll finish the book with a greater sense of respect and seriousness for the subject. (B2B Marketing, January 2015) Every chapter is loaded with understanding, know-how and evidence. It has been produced with a level of social scientific rigour that many texts either lack or simply ignore. (Employer Brand News, January 2015)

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