Оглавление
Richard Mosley. Employer Branding For Dummies
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1. Getting Started with Employer Branding
Chapter 1. Building a Strong Employer Brand
What Is Employer Branding?
Laying the Foundation for Your Employer Brand
Taking an Honest Look at Your Employer Brand
Putting the Pieces in Place
Spreading the Word through Various Channels
Staying True to the Promise of Your Employer Brand
Monitoring Your Employer Branding Success
Chapter 2. Preparing for the Journey
Finding Your Fit within the Overall Company Strategy
Building Your Business Case for Employer Branding
Making Friends and Influencing People
Chapter 3. Conducting an Employer Brand Health Check
Taking a Look in the Mirror
Taking a Look from the Outside In
Weighing Your Competition
Part 2. Developing an Effective Employer Brand Strategy
Chapter 4. Defining Your Employer Value Proposition
Setting Your Sights on the Goal: A Sample Employer Value Proposition
Brainstorming to Generate Ideas and Content
Balancing Competing Perspectives
Differentiating Your Organization from the Competition
Choosing Your Core Positioning
Writing Your Employer Value Proposition
Sense Checking and Stress Testing
Chapter 5. Building Your Employer Brand Framework
Aligning Your Employer Branding with Your Corporate and Customer Branding
Creating a Visual Brand Identity with Impact
Developing Overarching Recruitment Campaigns
Testing Creative Solutions
Chapter 6. Generating Engaging Content
Grasping the Need to Go Beyond Recruitment Advertising
Mastering the Principles of Content Marketing
Exploring Different Ways to Pitch Your Story
Promoting Employee-Generated Content
Managing Your Content
Chapter 7. Rolling Out Your Employer Brand Strategy
Winning Internal Hearts and Minds
Briefing Managers before Engaging Employees
Briefing Key Management Stakeholders
Briefing Your Recruitment Teams
Engaging Employees
Part 3. Reaching Out through the Right Channels
Chapter 8. Constructing Your Recruitment Marketing Plan
Sizing Up Your Audience
Evaluating Target Talent Media Preferences
Setting Out Your Plan
Chapter 9. Creating a Winning Career Site
Making a Great First Impression
Delivering the Goods: Content
Creating Job Microsites
Chapter 10. Developing Your Talent Network
Leveraging the Networking Power of Current and Former Employees
Boosting Your Rejected Candidate Referral Rate
Creating Your Own Talent Communities
Chapter 11. Engaging Talent through Social Media
Getting Your Head in the Game
Laying the Groundwork
Recruiting on LinkedIn
Giving Job Seekers a Backstage Pass with Glassdoor
Making a Splash on Facebook
Attracting Top Talent on Twitter
Adapting to a New Model: Snapchat
Leveraging Video
Exploring Chat Platforms and Regional Channels
Building a Social Media Calendar
Chapter 12. Making the Most of Recruitment Advertising
Raising Your Employer Brand Profile in Search Engine Results
Sizing Up Paid Media Channels
Getting the Best out of Job Boards
Adding a Personal Touch with Direct Engagement
Chapter 13. Making a Splash on Campus
Marketing to College Students
Choosing Schools Wisely
Supporting College Career and Job Placement Services
Reaching Out to Less Prominent Institutions
Part 4. Delivering on Your Employer Brand Promises
Chapter 14. Shaping a Positive Brand Experience
Applying Customer Experience Thinking to HR Processes
Engaging in Touch-Point Planning
Chapter 15. Making a Positive Impression on Candidates
Building Candidate-Friendly Application and Selection Processes
Ensuring a Positive Brand Experience through Induction and Orientation
Chapter 16. Engaging and Retaining Your Talent
Conducting Engagement Survey Action Planning
Ongoing Engagement and Retention Processes
Maintaining Attraction and Engagement in the Midst of Organizational Change
Part 5. Measuring the Success of Your Employer Branding Strategy
Chapter 17. Gauging Your Immediate Impact on Audience Engagement and Hiring
Linking Recruitment Marketing Activities to Objectives
Measuring the Effectiveness of Recruitment Advertising
Measuring the Effectiveness of Social Campaigns
Measuring the Effectiveness of Career Site Content
Measuring Referral Effectiveness
Analyzing Your Overall Recruitment Marketing Strategy Success
Chapter 18. Monitoring and Maintaining Long-Term Impact on Employer Brand Value
Tracking Employer Brand Awareness and Reputation
Tracking the Internal Impact of Your Employer Brand Strategy
Analyzing Your Employer Brand Index
Keeping Pace with Talent Market Trends
Part 6. The Part of Tens
Chapter 19. Ten Success Factors to Embrace
Getting Your Leadership Team’s Buy-In
Bridging the Gap between HR and Marketing
Sizing Up Your Company’s Talent Needs
Defining a Clear and Compelling Employer Value Proposition
Building Flexibility into the Framework
Getting Current Employees Onboard First
Making the Most of Social Media
Keeping an Eye on Your Competition
Getting into the Right Shape for Talent
Investing in Metrics
Chapter 20. Ten Common Mistakes to Avoid
Treating Employer Branding as a Project
Failing to Focus
Promising the Sun, the Moon, and the Stars
Playing It Too Safe: Corporate Bland or Industry Generic
Getting Obsessed with the Tagline
Over-Policing Your Local Teams
Underestimating the Resources Required to Create Quality Content
Forgetting to Connect Communication with Experience
Turning Off Your Brand Investment When the Going Gets Tough
Failing to Learn from Experience
Chapter 21. Ten Ways to Minimize Cost and Maximize Impact
Building More Talent Than You Buy
Maximizing Referrals
Hiring Above-Average Talent for an Average Wage
Targeting Efforts to Attract Fewer, But Higher-Quality Candidates
Focusing Your Creative Spend
Shifting from Paid to Owned and Earned Media
Localizing Content Creation
Encouraging Employee-Generated Content
Creating Your Own Talent Pools
Learning from Failure and Building on Success
About the Authors
Authors’ Acknowledgments
