Employer Branding for Competitive Advantage: Models and Implementation Strategies

This book discusses how to build and maintain a distinctive and credible employer brand and develop a set of relevant success metrics to measure ROI. It looks at the historical roots of brand management and provides practical steps for success, including a business case, research, positioning, implementation, management, and measurement.

Format: Hardback
Length: 204 pages
Publication date: 22 March 2021
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the intricate realm of building and sustaining a distinctive and credible employer brand, while also developing a comprehensive set of relevant success metrics to measure the return on investment (ROI) of such branding efforts. With a focus on the current surge of interest in employer branding, the book takes readers on a journey back in time to explore the historical roots of brand management and the practical steps required to achieve success in this domain. It examines the various pressures that have contributed to the growing importance of employer branding and provides a roadmap for organizations seeking to establish and enhance their employer brand.

The book begins by reviewing the current landscape of employer branding, including the challenges and opportunities that organizations face in this domain. It then delves into the historical roots of brand management, tracing the evolution of branding concepts from ancient times to the modern era. The book provides a clear understanding of the fundamental principles and practices of brand management, including brand strategy, brand identity, brand communication, and brand measurement.

In the subsequent chapters, the book offers practical guidance on how to develop and implement an effective employer brand strategy. It covers key topics such as defining the employer brand vision, identifying the target audience, developing a compelling brand narrative, and creating a consistent brand experience across all channels. The book also provides insights into the importance of branding in recruitment and retention, highlighting the role that employer branding plays in attracting and retaining top talent.

To support the theoretical discussions, the book includes a wealth of case studies and examples of successful employer brand stories from leading organizations across various industries. These case studies provide real-world insights into the challenges and rewards of employer branding and offer valuable lessons for organizations seeking to build their own brand.

In conclusion, this book is a valuable resource for researchers, engineers, practitioners, and management students interested in employer branding. It provides a comprehensive and practical guide to building and sustaining a distinctive and credible employer brand, while also offering insights into the measurement of ROI. By exploring the historical roots brand management roots and practical steps necessary to achieve success, the book offers new insights into the field of employer branding and provides directions and tools for organizational brand building.

Weight: 478g
Dimension: 241 x 161 x 20 (mm)
ISBN-13: 9780367650964