Rosethorn, Helen, Ms.

The Employer Brand : Keeping Faith with the Deal - Farnham : Ashgate Publishing Ltd, 2012. - 1 online resource (248 p.) - eBooks on Demand .

Cover; Contents; List of Figures; List of Tables; Acknowledgements; About the Author; About the Contributors; Foreword; Preface; PART I The development of the deal; 1 Origins - Two Roots to the Family Tree; 2 Methodology - A Concept in Action; 3 Engagement - The Power of People; 4 Globalisation - Considerations for the Journey Annette Frem and Helen Rosethorn; PART II The deal in practice; 5 Sense and Simplicity - Unitingthe Employee and Customer Proposition; 6 From Poor M&S to Your M&S - The Historical Perspective; 7 Learning the Lessons of History- All Over Again 8 Solving a Crisis Out of a Drama- The Passion Behind Social Responsibility9 What's the Deal? The Impact of Legislation and New Technology; PART III Striking the right deal; 10 Who Owns the Employer Brand? Asking the Question; 11 From Business Case to Payback- The Challenge of Meaningful Metrics; 12 The Future - Where Next for Employer Brands?; Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; R; S; T; U; V; W; Y

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, 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.

9780566091506 134.95 (NL)


Corporate culture.
Employee retention.
Human capital -- Management.
Organizational behavior.
Personnel management.


Electronic books.

HF5549.5.R58 R67 2009

658.3/14 658.314 658.3'14