When you need to improve your hiring success and develop a high performing workforce, you’ll need to understand and develop your employer brand. Who better to learn about employer brand management from than an expert? You’ll get expert advice and direction from Richard Mosley, executive vice president of employer brand strategy at employerbrand.com and author of “Employer Brand Management: Practical Lessons from the World’s Leading Employers.”

This book is a sequel to his 2005 best-seller “The Employer Brand” and is jam packed with the information and insight you need about employer branding. He discusses the newest best practices and trends in employer brand management and employee engagement used by top employers including Coca-Cola, LEGO, MetLife, PepsiCo, and Verizon.

Use this book as your handbook for developing your employer brand and employee engagement strategy, or just to better understand employer brand management. If you need good information to convince company principals to fund and implement employer brand initiatives, you’ll find it here. Case studies, examples, and step-by-step explanations of the employer brand development process arm you with the understanding you need to persuade owners and upper management of the benefits of attention to employer brand.


The Perfect Employee

Mosley discusses common traits of the perfect employee that every employer wants to attract, hire, and retain for the benefit of their business. He explains how the same positive personal qualities are sought by major corporations who have needed to change course due to flagging profits or lost market share to stay competitive and become profitable again. Mosley uses examples of real-world scenarios at companies like Proctor & Gamble who have redefined their ideal employee in response to their need for a more agile and innovative workforce. This chapter will make you think about the perfect employee for your organization.


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Reputation and Attraction

In this section, Mosley talks about the factors that make up a company’s reputation and how they impact a company’s ability to attract candidates. The images associated with your company as an employer, or what people think of when they think of working for your company, make up an important part of your reputation. Mosley explains the importance of evaluating your reputation in your industry and in comparison to your competitors to understand how to improve and manage your employer brand to attract and retain the talent you need. Understanding the employer images people have about your company means you can do things with your employment brand that counter negative associations and address candidate career wants and needs. Mosley goes into detail about specific attraction factors such as corporate image, job characteristics, people and culture, and compensation and advancement, as well as general attraction factors such as familiarity, consideration, desirability, and employer brand associations.


Engagement and Reputation

In the chapter about engagement and reputation, Mosley discusses what makes work engaging, including a strong sense of purpose, tough but achievable challenges, freedom to act, learning and growth, teamwork and mutual care and respect, and reward and recognition for efforts. He introduces various entities that have studied employee engagement, including Towers Watson and Gallup, and what employee engagement factors they found. This section helps employers understand engagement factors and how to evaluate them in their own organizations.

Whether you’re charged with employer brand management in your company or just interested in understanding it better, Mosley explains all the ins and outs of employer branding and its impact on engagement. While the things that drive employer branding and employee engagement in your own company will be different than the company down the street, he highly recommends taking a strategic approach to employer brand management. His persuasive reason for this is LinkedIn’s 2011 survey that showed employers with a strong employer brand enjoy cost per hire that is two times lower than employers with moderate to poor employer brands, as well as a 28 percent lower turnover rate.

These are only a few of the things Mosley teaches you about employer branding in “Employer Brand Management: Practical Lessons from the World’s Leading Employers.” You’ll learn about employer brand positioning and how to direct and sustain it, employee value proposition, brand ideology, and more. This is a must-read for everyone in business today, especially those charged with hiring and workforce development.


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