Employer Brand Management

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.

• 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

"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)