Employer Brand

Simon Barrow and Richard Mosley are colleagues in the London based management consultancy People in Business, whose work with senior managers to improve their organisation’s performance is driven by the thinking in this book.Simon Barrow was a brand manager at Best Foods (now Unilever) and Colgate-Palmolive before becoming CEO of an advertising agency within the Charles Barker Group, where his growing involvement with HR sparked his creation of the Employer Brand concept and subsequent research with London Business School.Richard Mosley has been involved in brand strategy development and implementation for nearly twenty years, including eight years with WPP’s marketing consultancy Added Value where he led the internal marketing practice.Both authors share a belief in the need for marketing and HR to work together more effectively, especially in businesses which rely on people to deliver the customer brand experience.People in Business’s recent clients include BP, British Airways, Hiscox, John Lewis, Man Investments and Unilever.

• List of Illustrations xiAcknowledgements xiiiPreface xvPart I: The Rationale for Change 11 Birth of an Idea 32 The Changing Needs and Aspirations of Employees 133 Investors Awaken 214 The People Management Challenge 375 The Role of Leadership 45Part II: The ‘How To’ Guide 556 Brand Fundamentals 57Functional Benefits 58Emotional Benefits 58Higher Order Benefits, Brand Values and DNA 59Brand Personality 60Brand Positioning and Differentiation 61Brand Hierarchy 63Brand Vision and Brand Reality 64Brand Management and Development 65Brand Consistency and Continuity 65Brand Development 67Summary 687 The Business Case 69The Major Benefits of Employer Branding 69Lower Costs 69Customer Satisfaction 71Financial Results 72Summary 74Life Cycle Benefits 74Young, Fast Growing Companies: Attracting ‘The Right Stuff’ 74Coming of Age: Capturing the Organisational Spirit 75Going International: Translating the Employer Brand into New Contexts 75Merger and Acquisition: Forging a Shared Sense of Identity and Purpose 76Corporate Reinvention: Refreshing the Self-Image 77Revitalizing the Customer Brand Proposition: Living the Brand 77Burning Platform: Re-instilling Fresh Belief 78Functional Benefits 78Benefits to the HR Function 78Benefits to the Internal Communications Function 79Benefits to the Marketing Function 80Winning Support from the Top 81Summary 838 Employer Brand Insight 85Employee Insights 86Employee Engagement and Commitment 88Benchmarking 89Correlation Analysis 91Continuous Research 92Culture Mapping 93Brand Roots 95Projective and Enabling Techniques 96Observation 99Segmentation 100Communication Audits 102Additional Sources 103Labour Market Insights 104Clarifying the Target Market 104Needs and Aspirations 105Employer Brand Image 106Summary 1089 Employer Brand Positioning 109Brand Identity 109Monolithic 109Parent 110Subsidiary 110Brand Integration (Customer and Employer Brands) 110Corporate Brand Hierarchy (Parent and Subsidiary) 111The Key Components of the Positioning Model 113The Brand Reality Model 113The Brand Vision Model 116Target Employee Profiles 116The Employer Brand Proposition 117Values 119Personality 122Benefits 123Employee Value Propositions 125Reasons to believe 126Summary 12610 Employer Brand Communication 129Identity 129Internal Launch 130Rational Understanding 132Emotional Engagement 135Employee Commitment and Behaviour Change 141Summary 14411 Employer Brand Management 147Big Picture: Policy 149External Reputation 149Internal Communication 151Senior Leadership 152Values and Corporate Social Responsibility 152Internal Measurement Systems 154Service Support 154Local Picture: Practice 155Recruitment and Induction 155Team Management 156Performance Appraisal 157Learning and Development 157Reward and Recognition 159Working Environment 159The Key Responsibilities of Employer Brand Management 160Summary 16112 The Durability of the Employer Brand Concept 163Part III: Appendices 165Appendix 1: Reuters Case Study 167Appendix 2: Tesco Case Study 185Appendix 3: Extract from Greggs Development Review 197References 201Index 207

"...This is not just an eloquent brand management and marketing text but one of the wisest management books in the past five years." (Independent on Sunday, 20th November 2005) "...the authors offer an intellectual framework, a fresh focus and a stimulating guide...this book is an impressive wake-up call..." (People Management, 10th November 2005)"...packed with insight and alarming statistics, it will also prove a great tool for any HR professional..." (Strategic HR Review, 1st November 2005)"...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." (The Marketer (CIM), Jan 06)"...provides inspirational insights into the rationale for employer brand management." (Personnel Today, 17th Jan 06)"...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." (Personnel Today, April 2006)"...interesting insights..." (Chartered Institute of Personnel and Development, June 2006)