Research and Markets: The Employer Brand

DUBLIN--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/research/a859dc/the_employer_brand) has
announced the addition of the "The Employer Brand" report to their offering.

The culture an organisation cultivates as an employer is just as important to
its success as the brand image of its products or services. A culture that is at
odds with the organization's commercial activities is a very powerful signal to
customers, employees and other stakeholders; it is a signal that will impact on
the employers' sales, market reputation, share value and their ability to
attract and retain the kind of employees that they need. In fact, employer
branding is a complex process that involves internal and external customers,
marketing and human resource professionals. Helen Rosethorn's book puts the
whole topic into context, it explores some of the shortcomings of employer
branding initiatives to date and provides a practical guide to the kind of
strategy and techniques organisations need to embrace in order 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 organisation should engage
with potential, current and past employees.

The Employer Brand focuses on the experiences and perspectives of organizations
that have applied employer brand practices. It 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 the next generation of employees; and about
hard-nosed business - and the tangible and intangible benefits of a successful
employer branding strategy and how to realize them.

Key Topics Covered:

* Preface
* Part 1
* The Development of the Deal: Origins - 2 roots of the family tree, Helen
Rosethorn;
* Methodology - a concept in action, Helen Rosethorn;
* Engagement - the power of the people, Annette Frem;
* Globalisation - considerations for the journey, Annette Frem and Helen
Rosethorn.
* Part 2
* The Deal in Practice: Sense and simplicity - uniting the employee and customer
proposition, Job Mensink and Jo Pieters;
* From poor M&S to your M&S - the historical perspective, Keith Cameron;
* Learning the lessons of history - all over again, Lou Manzi;
* Solving a crisis out of a drama - the passion behind social responsibility,
Sally Jacobson;
* What's the deal? The impact of legislation and new technology, David Russell.
* Part 3
* The Deal in the Spotlight: Who owns the employer brand - asking the question,
Helen Rosethorn;
* From business case to payback - the challenge of meaningful metrics, Paul
Crowsley;
* The future - where next for employer brands, Helen Rosethorn:
* Index

For more information visit
http://www.researchandmarkets.com/research/a859dc/the_employer_brand

Laura Wood
Senior Manager
press@researchandmarkets.com
Fax from USA: 646-607-1907
Fax from rest of the world: +353-1-481-1716

Copyright Business Wire 2009