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• Cover
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part 1: Getting Started with Employer Branding
• Chapter 1: Building a Strong Employer Brand
• What Is Employer Branding?
• Laying the Foundation for Your Employer Brand
• Taking an Honest Look at Your Employer Brand
• Putting the Pieces in Place
• Spreading the Word through Various Channels
• Staying True to the Promise of Your Employer Brand
• Monitoring Your Employer Branding Success
• Chapter 2: Preparing for the Journey
• Finding Your Fit within the Overall Company Strategy
• Building Your Business Case for Employer Branding
• Making Friends and Influencing People
• Chapter 3: Conducting an Employer Brand Health Check
• Taking a Look in the Mirror
• Taking a Look from the Outside In
• Weighing Your Competition
• Part 2: Developing an Effective Employer Brand Strategy
• Chapter 4: Defining Your Employer Value Proposition
• Setting Your Sights on the Goal: A Sample Employer Value Proposition
• Brainstorming to Generate Ideas and Content
• Balancing Competing Perspectives
• Differentiating Your Organization from the Competition
• Choosing Your Core Positioning
• Writing Your Employer Value Proposition
• Sense Checking and Stress Testing
• Chapter 5: Building Your Employer Brand Framework
• Aligning Your Employer Branding with Your Corporate and Customer Branding
• Creating a Visual Brand Identity with Impact
• Developing Overarching Recruitment Campaigns
• Testing Creative Solutions
• Chapter 6: Generating Engaging Content
• Grasping the Need to Go Beyond Recruitment Advertising
• Mastering the Principles of Content Marketing
• Exploring Different Ways to Pitch Your Story
• Promoting Employee-Generated Content
• Managing Your Content
• Chapter 7: Rolling Out Your Employer Brand Strategy
• Winning Internal Hearts and Minds
• Briefing Managers before Engaging Employees
• Briefing Key Management Stakeholders
• Briefing Your Recruitment Teams
• Engaging Employees
• Part 3: Reaching Out through the Right Channels
• Chapter 8: Constructing Your Recruitment Marketing Plan
• Sizing Up Your Audience
• Evaluating Target Talent Media Preferences
• Setting Out Your Plan
• Chapter 9: Creating a Winning Career Site
• Making a Great First Impression
• Delivering the Goods: Content
• Creating Job Microsites
• Chapter 10: Developing Your Talent Network
• Leveraging the Networking Power of Current and Former Employees
• Boosting Your Rejected Candidate Referral Rate
• Creating Your Own Talent Communities
• Chapter 11: Engaging Talent through Social Media
• Getting Your Head in the Game
• Laying the Groundwork
• Recruiting on LinkedIn
• Giving Job Seekers a Backstage Pass with Glassdoor
• Making a Splash on Facebook
• Attracting Top Talent on Twitter
• Adapting to a New Model: Snapchat
• Leveraging Video
• Exploring Chat Platforms and Regional Channels
• Building a Social Media Calendar
• Chapter 12: Making the Most of Recruitment Advertising
• Raising Your Employer Brand Profile in Search Engine Results
• Sizing Up Paid Media Channels
• Getting the Best out of Job Boards
• Adding a Personal Touch with Direct Engagement
• Chapter 13: Making a Splash on Campus
• Marketing to College Students
• Choosing Schools Wisely
• Supporting College Career and Job Placement Services
• Reaching Out to Less Prominent Institutions
• Part 4: Delivering on Your Employer Brand Promises
• Chapter 14: Shaping a Positive Brand Experience
• Applying Customer Experience Thinking to HR Processes
• Engaging in Touch-Point Planning
• Chapter 15: Making a Positive Impression on Candidates
• Building Candidate-Friendly Application and Selection Processes
• Ensuring a Positive Brand Experience through Induction and Orientation
• Chapter 16: Engaging and Retaining Your Talent
• Conducting Engagement Survey Action Planning
• Ongoing Engagement and Retention Processes
• Maintaining Attraction and Engagement in the Midst of Organizational Change
• Part 5: Measuring the Success of Your Employer Branding Strategy
• Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring
• Linking Recruitment Marketing Activities to Objectives
• Measuring the Effectiveness of Recruitment Advertising
• Measuring the Effectiveness of Social Campaigns
• Measuring the Effectiveness of Career Site Content
• Measuring Referral Effectiveness
• Analyzing Your Overall Recruitment Marketing Strategy Success
• Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value
• Tracking Employer Brand Awareness and Reputation
• Tracking the Internal Impact of Your Employer Brand Strategy
• Analyzing Your Employer Brand Index
• Keeping Pace with Talent Market Trends
• Part 6: The Part of Tens
• Chapter 19: Ten Success Factors to Embrace
• Getting Your Leadership Team’s Buy-In
• Bridging the Gap between HR and Marketing
• Sizing Up Your Company’s Talent Needs
• Defining a Clear and Compelling Employer Value Proposition
• Building Flexibility into the Framework
• Getting Current Employees Onboard First
• Making the Most of Social Media
• Keeping an Eye on Your Competition
• Getting into the Right Shape for Talent
• Investing in Metrics
• Chapter 20: Ten Common Mistakes to Avoid
• Treating Employer Branding as a Project
• Failing to Focus
• Promising the Sun, the Moon, and the Stars
• Playing It Too Safe: Corporate Bland or Industry Generic
• Getting Obsessed with the Tagline
• Over-Policing Your Local Teams
• Underestimating the Resources Required to Create Quality Content
• Forgetting to Connect Communication with Experience
• Turning Off Your Brand Investment When the Going Gets Tough
• Failing to Learn from Experience
• Chapter 21: Ten Ways to Minimize Cost and Maximize Impact
• Building More Talent Than You Buy
• Maximizing Referrals
• Hiring Above-Average Talent for an Average Wage
• Targeting Efforts to Attract Fewer, But Higher-Quality Candidates
• Focusing Your Creative Spend
• Shifting from Paid to Owned and Earned Media
• Localizing Content Creation
• Encouraging Employee-Generated Content
• Creating Your Own Talent Pools
• Learning from Failure and Building on Success
• About the Authors
• Advertisement Page
• Connect with Dummies
• End User License Agreement