Kee-hung Lai and T.C.E Cheng
Gower
Hardback
220
Employer branding is a complex process that involves internal and external customers marketing and human resource professionals. Tom Crawford's book puts the whole topic into context explores some of the shortcomings of employer branding initiatives to date and provides a practical guide to the kind of strategy and technique organizations need to embrace to make the most of their employer brand. At the heart of the book is the concept of the strategic employee lifecycle and ways in which an organization should engage with potential current and past employees. Employer Branding is a book about marketing - and the relationship of customers and employees; about culture - and the need for fundamental change in the role of the human resources function; about psychology - and the changing aspirations of younger employees; and about hard-nosed business - and the tangible and intangible benefits of a successful employer branding strategy and how to realize them.
Gower
Hardback
220
Employer branding is a complex process that involves internal and external customers marketing and human resource professionals. Tom Crawford's book puts the whole topic into context explores some of the shortcomings of employer branding initiatives to date and provides a practical guide to the kind of strategy and technique organizations need to embrace to make the most of their employer brand. At the heart of the book is the concept of the strategic employee lifecycle and ways in which an organization should engage with potential current and past employees. Employer Branding is a book about marketing - and the relationship of customers and employees; about culture - and the need for fundamental change in the role of the human resources function; about psychology - and the changing aspirations of younger employees; and about hard-nosed business - and the tangible and intangible benefits of a successful employer branding strategy and how to realize them.