>Richard Mosley
Employer Branding For Dummies
Employer Branding For Dummies®
Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com
Copyright © 2017 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Control Number: 2016962922
ISBN 978-1-119-07164-8 (pbk); ISBN 978-1-119-07162-4 (ebk); ISBN 978-1-119-07178-5 (ebk)
Introduction
When it comes to talent, business is a lot like sports: The teams with the best organization and players win, and these same teams attract the best players, keep them, and build franchises with the momentum to continue their success.
As the global competition for talent heats up, your organization must do more to attract, engage, and retain the talent it needs to succeed. One of the most effective ways to accomplish this goal is to build a strong employer brand – a reputation and proven track record for being a great place to work.
Follow our lead, invest the necessary time and effort upfront, and your organization will soon have an employer brand that does much of the heavy lifting required to attract, engage, and retain the most talented candidates in the workforce.
Already have an employer brand? Then this book is also for you. You can apply the same guidance presented in this book to fix a broken employer brand, build a better employer brand, or create a new employer brand from scratch. You also discover strategies for giving a global employer brand local relevance.
About This Book
Is your organization losing the talent contest? Are you disappointed with the applicants, struggling with high turnover, and plagued by employee disengagement? Then Employer Branding For Dummies is the book you need. With this book, you can begin to turn your situation around.
Organized in an easy-to-access format and presented in plain English, this book brings you up to speed with what an employer brand is, how it can help your organization perform better, and how you can build a strong employer brand from the ground up. Here you discover how to lay the groundwork, evaluate your current situation, develop an effective employer brand strategy, communicate your brand through the right channels, deliver on your employer brand promises, and then measure your success with key metrics and make adjustments as necessary to maintain and build momentum.
Although we encourage you to read every single word of this book from start to finish, you’re welcome to skip around to acquire your knowledge on a need-to-know basis and completely skip the sidebars (which are shaded gray). Although the sidebars may be too fascinating to ignore, they’re not essential.
Within this book, you may note that some web addresses break across two lines of text. If you’re reading this book in print and want to visit one of these web pages, simply key in the web address exactly as it’s noted in the text, pretending as though the line break doesn’t exist. If you’re reading this as an e-book, you’ve got it easy – just click the web address to be taken directly to the web page.
Foolish Assumptions
First things first: If you’re smart enough to pick up a book about employer branding, you’re one smart dummy. You’re smart enough to rise to a level in your organization where you’re involved in employer brand development, but you’re not completely confident in your knowledge and skills in this area. That’s okay, because that’s exactly what this book is for.
Here are a few additional assumptions we made about you and others we hope will read this book and apply its guidance:
❯❯ You’re open-minded enough to consider the value of an employer brand and not cemented in the traditional approach of either posting job ads and praying for a good response, or leaving it up to headhunters to deliver the talent you need.
❯❯ Your organization has room for improvement in terms of attracting, engaging, and retaining the best people.
❯❯ You’re committed to creating a strong employer brand for your organization or strengthening the organization’s existing employer brand.
❯❯ You’re willing to invest your time and effort and your organization’s resources to reap the benefits that result from a strong employer brand.
Icons Used in This Book
Throughout this book, icons in the margins highlight different types
