Cambridge Business Association
The Employer Brand
Book

The Employer Brand

Bringing the Best of Brand Management to People at Work

Simon Barrow and Richard Mosley
Wiley, 2005
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Editorial Rating

7

Qualities

  • Applicable

Recommendation

If you’re interested in a textbook example of effective employer branding, look no farther than Southwest Airlines. Its employees reflect the company’s mission to provide first-class customer service with a smile. Southwest Airlines’ employees believe in their product and service; this makes them the company’s best ambassadors. Not surprisingly, Southwest Airlines consistently receives the highest consumer ratings and, contrary to trends in the airline industry, remains profitable. Unfortunately, many organizations don’t understand – or choose to ignore – the importance of establishing a viable employer brand. Authors Simon Barrow and Richard Mosley make a compelling case that you need to sell employees your company’s brand and identity before you can sell it to your customers. Employer branding is crucial to ensuring your company’s long-term viability and success. getAbstract highly recommends this work.

Summary

Selling Your Employees

Companies spend billions of advertising dollars every year trying to impress consumers, and establish brand recognition by promoting their products and services. They showcase themselves in terms of quality, dependability, sincerity, trust and fairness. But in their zeal to build a rapport with customers, many organizations fail to adequately address the relationships they have with their own employees.

These days, companies must offer their employees more than good salaries, solid health benefits and reasonable vacations. They must create a work environment in which employees feel a sense of pride, accomplishment and unity. Enthusiastic employees project a positive corporate image that enables their organizations to succeed. Moreover, organizations with solid reputations have an easier time attracting, developing and retaining quality people. Growth and longevity ultimately define corporate prosperity.

Brand management doesn’t happen automatically or through sheer willpower. This effort requires a campaign that starts with a commitment from senior management and requires a major collaborative effort from the marketing and human resources...

About the Authors

Consultant Simon Barrow, a former advertising agency CEO and brand manager, explains the employer brand concept and its managerial requirements in this book. Richard Mosley, a consultant and an experienced brand strategist, explains the “practical steps” involved in implementing an employer brand.

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