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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 of information that call out for your attention. Here are the icons you’ll see and a brief description of each.

We want you to remember everything you read in this book, but if you can’t quite do that, then remember the important points flagged with this icon.

Tips provide insider insight. When you’re looking for a better, faster way to do something, check out anything marked with this icon.

This icon appears when you need to be extra vigilant before moving forward. Here, you find out how to sidestep the obstacles that are likely to trip you up.

Beyond the Book

In addition to the material in the print or e-book you’re reading right now, this product also comes with some access-anywhere goodies on the web. Check out the free Cheat Sheet for tips on making the case for employer branding, developing your employer value proposition, and more. To get this Cheat Sheet, simply go to www.dummies.com and type Employer Branding For Dummies Cheat Sheet in the Search box.

Where to Go from Here

We structured this book so you could use it in a couple different ways. To get the most out of it, read it from cover to cover, so you don’t miss out on any valuable information and insight. You may also use it as an employer branding desk reference; when you’re dealing with a particular issue related to employer branding, simply look up the topic in the Table of Contents or the Index and flip to the designated page to find the information and guidance you need.

If you’re not sure where to start, you can’t go wrong with Chapter 3, which is about conducting an employer brand health check. Even if you’re not actively engaged in creating and promoting an employer brand, you already have one; your employer brand is your reputation as an employer – the collective perception of everyone inside and outside your organization. You don’t know how well or poorly you’re doing from the perspective of those who really matter until you collect and analyze relevant data, both quantitative and qualitative.

If you don’t have an employer brand, or you have one but need to refresh or improve it, head to Part 2, where you find out how to define your employer proposition, build your employer brand framework, generate engaging content, and develop and implement your brand strategy. The chapters in Part 3 provide additional guidance on how to promote your employer brand through the proper channels – including websites, social media, recruitment advertising, and college campuses.

No matter where you start, this book will help you build a strong employer brand. You simply need to decide where you are in the process and take it from there. Happy branding!