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Employer Brand

Employer Brand
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ISBN: 978-87-403-2271-2
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Sider : 58
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Om bogen

  1. Beskrivelse
  2. Indholdsfortegnelse

Beskrivelse

An effective employer brand is an organisation’s secret weapon in the war for talent.

Every organisation has an employer brand whether they realise it or not. Employees and potential recruits will have views on ‘what it’s like to work here’. We aim to show how a brand impacts on, and is impacted by, an organisation’s ability to recruit and retain staff as well as influencing its culture and ultimately people’s behaviour. A positive employer brand makes good business sense.

We show how the brand can be developed and shaped to align it with the organisation’s values. And then communicated effectively. Never before have there been so many opportunities to communicate but the array of methods and media need to be understood and used appropriately. These are huge opportunities which also carry risks. We show how the authenticity of the brand will be tested and reinforced through effective internal communications, policies and management actions, from recruitment and induction through to exiting. Use our practical guide to develop, communicate and manage a brand that is right for your organisation.

About the authors

Our book on an Employer Brand has been prepared by Bernard Nawrat and Jill Seymour of Nawrat Seymour HR Service. Drawing on our experiences, we have tried to recognise the challenges that will be faced and to offer practical advice that is suitable for organisations of whatever size.

We both have extensive experience of working in human resources within the public sector. In the summer of 2015 we took early retirement. Between us we had worked over sixty years’ in local government across the gamut of HR activity; strategic planning, industrial relations, contract management, recruitment, payroll, training, policy and casework. Time to make a change!

Since then we have pursued a new adventure setting up Nawrat Seymour HR Service Ltd (www.nawratseymourhr.com) and undertaking consultancy work. In 2017 Bookboon published our first book; ‘A Health & Well-being Strategy, For an Effective Workforce’. And have worked with various employers, including looking at recruitment and selection, exploring the power of an effective employer brand. Every organisation has an employer brand whether they realise it or not. Never before have there been so many opportunities to communicate the brand. Or get things wrong. We hope to have shown how a brand impacts on, and is impacted by, an organisation’s ability to recruit and retain staff as well as influencing its culture and ultimately people’s behaviour. A positive employer brand makes good business sense.  

What is next for us? We will continue to offer sound and achievable solutions to people management issues in a broad range of organisations. And ideally, like you, continue to learn from others.   Good luck and have fun.

Bernard Nawrat and Jill Seymour
Nawrat Seymour HR Service Limited.

Indholdsfortegnelse

  1. About the Author 
  2. What’s it all about?
    1. Introduction
    2. Corporate and Employer Brands
    3. Business Case 
    4. Time to Reflect 
  3. What is it like to work here? 
    1. Introduction 
    2. Who to Involve? 
    3. What is the Scope of the Brand? 
    4. What Kind of Organisation Do We Want to Be? 
    5. What Kind of Organisation Are We? 
    6. Time to Reflect 
  4. Mind the Gap 
    1. Introduction 
    2. Building the Brand 
    3. Test Drive the Brand 
    4. Organisational Compliance 
    5. Time to Reflect 
  5. Communicating the Brand 
    1. Introduction 
    2. Have a plan   
    3. Identify the Audience
    4. Brand Tone and Language
    5. Website 
    6. Social Media 
    7. Job Sites 
    8. Dealing with Reviews 
    9. Other Media 
    10. Time to reflect   
  6. Making It Real 
    1. Introduction 
    2. Brand Audit 
    3. Brand Ambassadors 
    4. Recruitment and Onboarding 
    5. Managing Staff
    6. Exiting the Organisation
    7. Time to Reflect
  7. Measuring and Adjusting 
    1. Introduction
    2. Picking the KPIs
    3. Monitoring the Impact
    4. When to Act
    5. Time to Reflect
  8. References and Further Help

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