One-Stop Guide to Employer Branding

The One-Stop Guide to Employer Branding is the latest addition to Personnel Today’s management resources series. The guide gives a practical insight into all areas of employer branding.  From understanding the branding process and learning how to create a branding framework to communicating a company’s values effectively, the guide offers valuable information, explained in plain English.

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Communicating the right message to both your customers and your staff is hard to get right.  And, according to the guide’s author, Kay Thorne, ensuring that your people brand matches your marketing brand can be key to a company’s success. 

In the guide, Thorne, who is founder of the Inspiration Network and a well-known coach, consultant and author, states that employer branding is ‘the glue that hold all the different components of the organisation together.’  This, she says, ensures employee and customer loyalty, which in turn leads to business growth.

Contents

Employer branding- what it is and why it matters

• Understand employer branding- what it is and why it matters
• Examine characteristics of world class organisations
• What does employer branding mean in practice?

The process

• Understand more about the process of employer branding
• Examine your organisation’s readiness to change
• Analyse one model of employer branding
• Start planning an action plan to undertake employer branding

Creating a framework for branding your organisation

• Examine the characteristics of customer focused organisations
• Putting employer branding into practice
• Enhancing a customer focused approach

Developing your people

• Examine the impact of leadership style on the retention of talent
• Identify some advice for CEO's
• Examine ways of developing people
• Developing people within an employer branding structure
• Identify the core behaviours
• Supporting employer branding through coaching

How to communicate the employer brand message internally

• Identify how to communicate the employer branding message   internally
• Learn from the experience, share the wisdom 
• Examine leadership communications
• Review a process for effective internal communication
• Review sample communications strategy
• Develop your own strategy

Using employer branding to gain competitive advantage

• Examine how to Use employer branding to gain competitive advantage
• Measuring the new assets
• Inviting feedback
• Design an organisational brand audit
• Look at the first steps towards becoming an employer of choice
• Measure the effectiveness of employer branding

What is the future for employer branding?

• Examine the future of employer branding
• Focus on corporate and social responsibility
• How to find the heart of your organisation

Putting employer branding into practice - case studies

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