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Follow the Author
Employer Brand Management: Practical Lessons from the World's Leading Employers 1st Edition, Kindle Edition
From the Publisher
Since co-authoring the first book published on the subject, The Employer Brand (Wiley) in 2005, Richard has led over 50 employer brand development projects around the world. This has included work with Bacardi, BP, Coca-Cola, Ferrero, HSBC, JTI, Lafarge, L'Oreal, Met Life, PepsiCo, P&G, Santander, Unilever, Verizon and many other leading global employers.
Richard regularly chairs HR, Talent and Employer Brand conferences in Europe and Asia, and has conducted employer brand masterclasses in over 20 countries. --This text refers to the hardcover edition.
- ASIN : B00MYZJP50
- Publisher : Wiley; 1st edition (21 August 2014)
- Language : English
- File size : 9485 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Print length : 296 pages
- Best Sellers Rank: 1,413,419 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
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Top reviews from other countries
I found it an insightful read. When you're bogged down in the day job it's not always easy to take a step back and being able to with this, examining a niche area in quite a lot of detail - what some of the biggest companies with the biggest budgets are doing - was insightful.
In terms of structure and format, there are lots of client case studies but I would have liked to have read more first-hand accounts from practitioners, rather than just the consultant text-book perspective looking in. For me that would have made it feel more holistic. In its current format, it can read like a CIM/CIPD advanced set text (albeit a good one) but something with more personality and reflections at the individual level would have been a good build in my view (disclaimer: it's possible the author did that in his earlier book which I haven't read and that this book is deliberately more methodology-focused! In which case fair enough).
All in all a good read - especially if you touch this area in your day job.
The core of the ideas set out in this book was first articulated way back in Parkinson's Law — as well as articulating the famous premise on work and time, Parkinson set out a system, or at least an aspiration, for advertising in such a way that only the perfect employees for the job applied. A lot of thought has gone into how you do this by many companies and thinkers since. However, it's taken sixty years for someone to draw all the threads together.
This book is meticulously researched, and exhaustive in style. Supplemented with useful case studies, it marshals a great deal of organisational and experimental information to take you through the key issues of company ethos and the internal brand. Although aimed at those with an existing, strong, brand, this will also be an ideal text book for those engaged in changing the culture of the organisation. I was looking for a book like this six years ago, and could not find one. Next time I am running a cultural change programme, I shall go straight to it.
This is a niche book, and it will suit relatively senior people in communications and HR departments, as well as the general business reader. The structure is methodical rather than inspirational — not at all a bad thing — and this will be an excellent book to refer to. Recommended.
By Richard Mosley.
About the book.
This book is about how the employer creates a brand to attract and keep the right people in the organisation. It involves different concepts and understandings than customer brand recognition and loyalty.
Richard Mosley is a heavyweight in brand creation and management. He has worked with and for some of the largest global businesses.
I used to teach marketing and just before I retired the idea of seeing a business as a whole organism rather than a series of parts or departments was just being discussed. People like the late John Harvey Jones in his Trouble Shooter series was seeing the decline in the UK’s global position due to its failure to adapt and change and in this book you can see why so many once global giants no longer exists, the UK’s Dinosaurs .
In order to survive and prosper in the global market a company needs to attract and keep the right people in order to proliferate company culture and development. It’s no good just advertising for using a list of criteria the people have to fit and be allowed to thrive to.
I have worked in many companies, mostly in education and research, where this approach has been an afterthought and to the detriment of progress co-operation and therefore profit and market share. We don’t seem to be very good at doing this in the UK as we tend to take a customer focus rather than an internal one. Both are very valid of course but need to be worked together for the overall health and goals of the company.
Richard draws a lot on science and the rules of nature and often quotes Darwin and attaches the mechanisms of evolution to a company. Bang on I say as all companies are evolving, competing, growing and in an ever changing global environment. Models and ideas are introduced along with case studies which help the reader follow the logic and develop questions for your own organisation. It all succeeds well as I found myself asking ‘why do we do this, why can’t this process be better’
There are lots of models and diagrams presented and it all becomes quite clear and enriching. Successful companies are more flexible, faster to react to change, take on new ideas and adapt, they have better DNA ! This DNA builds a better company and it’s that simple, we are back to Darwin again !
What have I learnt
I can only say that here in the Uk we are far too structured, out of focus and dug deep into the past with the ways we doing business and relate to the people in our organisations.
This all became very apparent when I recently had to deal with a planning application and the local council, the whole operation is set up to be slow and fail the customer and the people within the organisation seemed tired, had no authority or were off sick ! The NHS seems much the same and we have seen many big companies fail during the recession due to being inflexible and loosing competitive edge due to ancient structures.
I have learnt that HR, Marketing and all the sections of businesses from research to advertising need to work with one goal. Seems so simple but the organisation I work in at the moment is anything but this – and it’s a huge organisation! From reading this book it’s the people within the organisation and outdated cultures that are strangling growth and innovation. Also the wrong people are making the key decisions and getting it wrong ! I think I will slip this book onto the desk of my fellow directors, they need to read it. Being on the board I have also been guilty of lots of the errors pointed out by Richard Mosely. I can see how it is so easy to be caught up doing the job and not seeing what’s going on around you. We need a meeting!!
I really enjoyed and have got a lot out of this book. It’s sensible, achievable and eye opening. We seem to make our working lives so hard but with a few changes to the culture and business communication life would become easier but also far more productive for the company overall. A brilliant book with lots of new ideas and older ones brought together that can only benefit a company and keep its staff working well and most importantly together.
A really good read for final year business students, HR, marketing and even SME’s – there is something for all of us whatever the size of the company we work for or run. A brilliant eye opening book from a leader in the field.