Employer Branding For Dummies

Attract the very best talent with a compelling employer brand!

Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent. Written by two of the most recognized leaders in employer brand, Richard Mosley and Lars Schmidt, this book gives you actionable advice and expert insight you need to build, scale, and measure a compelling brand. You’ll learn how to research what makes your company stand out, the best ways to reach the people you need, and how to convince those people that your company is the ideal place to exercise and develop their skills. The book includes ways to identify the specific traits of your company that aligns with specific talent, and how to translate those traits into employer brand tactic that help you draw the right talent, while repelling the wrong ones. You’ll learn how to build and maintain your own distinctive, credible employer brand; and develop a set of relevant, informative success metrics to help you measure ROI. This book shows you how to discover and develop your employer brand to draw the quality talent you need.

•  Perfect your recruitment marketing
• Develop a compelling employer value proposition (EVP)
• Demonstrate your employer brand ROI

Face it: the very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer. It’s good for engagement, good for retention, and good for the bottom line. Employer Branding For Dummies helps you hone in on your unique, compelling brand, and get the people you need today.

Table of Contents

Part 1: Getting Started with Employer Branding
Chapter 1: Building a Strong Employer Brand
Chapter 2: Preparing for the Journey
Chapter 3: Conducting an Employer Brand Health Check

Part 2: Developing an Effective Employer Brand Strategy
Chapter 4: Defining Your Employer Value Proposition
Chapter 5: Building Your Employer Brand Framework
Chapter 6: Generating Engaging Content
Chapter 7: Rolling Out Your Employer Brand Strategy

Part 3: Reaching Out through the Right Channels
Chapter 8: Constructing Your Recruitment Marketing Plan
Chapter 9: Creating a Winning Career Site
Chapter 10: Developing Your Talent Network
Chapter 11: Engaging Talent through Social Media
Chapter 12: Making the Most of Recruitment Advertising
Chapter 13: Making a Splash on Campus

Part 4: Delivering on Your Employer Brand Promises
Chapter 14: Shaping a Positive Brand Experience
Chapter 15: Making a Positive Impression on Candidates
Chapter 16: Engaging and Retaining Your Talent

Part 5: Measuring the Success of Your Employer Branding Strategy
Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring
Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value

Part 6: The Part of Tens
Chapter 19: Ten Success Factors to Embrace
Chapter 20: Ten Common Mistakes to Avoid
Chapter 21: Ten Ways to Minimize Cost and Maximize Impact