Efnisyfirlit

• Cover
• Introduction
  • About This Book
  • Foolish Assumptions
  • Icons Used in This Book
  • Beyond the Book
  • Where to Go from Here
• Part 1: Getting Started with Employer Branding
  • Chapter 1: Building a Strong Employer Brand
    • What Is Employer Branding?
    • Laying the Foundation for Your Employer Brand
    • Taking an Honest Look at Your Employer Brand
    • Putting the Pieces in Place
    • Spreading the Word through Various Channels
    • Staying True to the Promise of Your Employer Brand
    • Monitoring Your Employer Branding Success
  • Chapter 2: Preparing for the Journey
    • Finding Your Fit within the Overall Company Strategy
    • Building Your Business Case for Employer Branding
    • Making Friends and Influencing People
  • Chapter 3: Conducting an Employer Brand Health Check
    • Taking a Look in the Mirror
    • Taking a Look from the Outside In
    • Weighing Your Competition
• Part 2: Developing an Effective Employer Brand Strategy
  • Chapter 4: Defining Your Employer Value Proposition
    • Setting Your Sights on the Goal: A Sample Employer Value Proposition
    • Brainstorming to Generate Ideas and Content
    • Balancing Competing Perspectives
    • Differentiating Your Organization from the Competition
    • Choosing Your Core Positioning
    • Writing Your Employer Value Proposition
    • Sense Checking and Stress Testing
  • Chapter 5: Building Your Employer Brand Framework
    • Aligning Your Employer Branding with Your Corporate and Customer Branding
    • Creating a Visual Brand Identity with Impact
    • Developing Overarching Recruitment Campaigns
    • Testing Creative Solutions
  • Chapter 6: Generating Engaging Content
    • Grasping the Need to Go Beyond Recruitment Advertising
    • Mastering the Principles of Content Marketing
    • Exploring Different Ways to Pitch Your Story
    • Promoting Employee-Generated Content
    • Managing Your Content
  • Chapter 7: Rolling Out Your Employer Brand Strategy
    • Winning Internal Hearts and Minds
    • Briefing Managers before Engaging Employees
    • Briefing Key Management Stakeholders
    • Briefing Your Recruitment Teams
    • Engaging Employees
• Part 3: Reaching Out through the Right Channels
  • Chapter 8: Constructing Your Recruitment Marketing Plan
    • Sizing Up Your Audience
    • Evaluating Target Talent Media Preferences
    • Setting Out Your Plan
  • Chapter 9: Creating a Winning Career Site
    • Making a Great First Impression
    • Delivering the Goods: Content
    • Creating Job Microsites
  • Chapter 10: Developing Your Talent Network
    • Leveraging the Networking Power of Current and Former Employees
    • Boosting Your Rejected Candidate Referral Rate
    • Creating Your Own Talent Communities
  • Chapter 11: Engaging Talent through Social Media
    • Getting Your Head in the Game
    • Laying the Groundwork
    • Recruiting on LinkedIn
    • Giving Job Seekers a Backstage Pass with Glassdoor
    • Making a Splash on Facebook
    • Attracting Top Talent on Twitter
    • Adapting to a New Model: Snapchat
    • Leveraging Video
    • Exploring Chat Platforms and Regional Channels
    • Building a Social Media Calendar
  • Chapter 12: Making the Most of Recruitment Advertising
    • Raising Your Employer Brand Profile in Search Engine Results
    • Sizing Up Paid Media Channels
    • Getting the Best out of Job Boards
    • Adding a Personal Touch with Direct Engagement
  • Chapter 13: Making a Splash on Campus
    • Marketing to College Students
    • Choosing Schools Wisely
    • Supporting College Career and Job Placement Services
    • Reaching Out to Less Prominent Institutions
• Part 4: Delivering on Your Employer Brand Promises
  • Chapter 14: Shaping a Positive Brand Experience
    • Applying Customer Experience Thinking to HR Processes
    • Engaging in Touch-Point Planning
  • Chapter 15: Making a Positive Impression on Candidates
    • Building Candidate-Friendly Application and Selection Processes
    • Ensuring a Positive Brand Experience through Induction and Orientation
  • Chapter 16: Engaging and Retaining Your Talent
    • Conducting Engagement Survey Action Planning
    • Ongoing Engagement and Retention Processes
    • Maintaining Attraction and Engagement in the Midst of Organizational Change
• Part 5: Measuring the Success of Your Employer Branding Strategy
  • Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring
    • Linking Recruitment Marketing Activities to Objectives
    • Measuring the Effectiveness of Recruitment Advertising
    • Measuring the Effectiveness of Social Campaigns
    • Measuring the Effectiveness of Career Site Content
    • Measuring Referral Effectiveness
    • Analyzing Your Overall Recruitment Marketing Strategy Success
  • Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value
    • Tracking Employer Brand Awareness and Reputation
    • Tracking the Internal Impact of Your Employer Brand Strategy
    • Analyzing Your Employer Brand Index
    • Keeping Pace with Talent Market Trends
• Part 6: The Part of Tens
  • Chapter 19: Ten Success Factors to Embrace
    • Getting Your Leadership Team’s Buy-In
    • Bridging the Gap between HR and Marketing
    • Sizing Up Your Company’s Talent Needs
    • Defining a Clear and Compelling Employer Value Proposition
    • Building Flexibility into the Framework
    • Getting Current Employees Onboard First
    • Making the Most of Social Media
    • Keeping an Eye on Your Competition
    • Getting into the Right Shape for Talent
    • Investing in Metrics
  • Chapter 20: Ten Common Mistakes to Avoid
    • Treating Employer Branding as a Project
    • Failing to Focus
    • Promising the Sun, the Moon, and the Stars
    • Playing It Too Safe: Corporate Bland or Industry Generic
    • Getting Obsessed with the Tagline
    • Over-Policing Your Local Teams
    • Underestimating the Resources Required to Create Quality Content
    • Forgetting to Connect Communication with Experience
    • Turning Off Your Brand Investment When the Going Gets Tough
    • Failing to Learn from Experience
  • Chapter 21: Ten Ways to Minimize Cost and Maximize Impact
    • Building More Talent Than You Buy
    • Maximizing Referrals
    • Hiring Above-Average Talent for an Average Wage
    • Targeting Efforts to Attract Fewer, But Higher-Quality Candidates
    • Focusing Your Creative Spend
    • Shifting from Paid to Owned and Earned Media
    • Localizing Content Creation
    • Encouraging Employee-Generated Content
    • Creating Your Own Talent Pools
    • Learning from Failure and Building on Success
• About the Authors
• Advertisement Page
• Connect with Dummies
• End User License Agreement

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