A practical guide to the key global trends and practices that are transforming HR, talent acquisition and management.Building on the success of The Employer Brand, a conceptual introduction to what has now become a well-established concept; this is a practical guide to implementation, drawing on a much wider range of cases and examples. This book draws on the significant advances in employer brand practice among leading companies to give managers hands on advice for implementing successful employer brand planning, employer brand definition, employer brand implementation and specific applications. It will demonstrate how employer brand thinking can strengthen organisational HR strategy and reinforce HR's value to the business. Offers practical help in improving existing programmes of recruitment and talent management Demonstrates the importance of people in delivering the desired brand experience Gives the reader a personal grasp of a new approach to people management - Attract, recruit, and retain the very best with a strategic employer brand From one of the world's leading pioneers in the employer brand discipline and author of the first book on the subject The Employer Brand, comes the long-awaited practical follow-up Employer Brand Management. Preface Simon Barrow 1 Introduction 2 Business Case 3 Brand Ideology 4 Brand Hierarchy and Adaptation 5 Strategy and Capability 6 The Perfect Employee 7 Diversity and Segmentation 8 Reputation and Attraction 9 Engagement and Retention 10 Employer Brand Positioning and Differentiation 11 EVP Development 12 Creative Development 13 Translation, Validation and Adaptation 14 Media Channels and Behaviours 15 Content Marketing 16 Communication and Content Planning 17 Internal Marketing and Engagement 18 Managing the Brand Experience 19 Candidate Management and On-boarding 20 Employer Brand Metrics 21 The next 10 years References Acknowledgements About the Author Index