The Employer Brand

Bringing the Best of Brand Management to People at Work

by Simon Barrow and Richard Mosley

John Wiley & Sons, Inc., 2005

ISBN: 9780470012734
Pages: 232

Category: Human Resources

In this summary you will learn

• Why internal marketing is as critical as external marketing
• How internal brand management affects public perception
• Why an employer brand initiative must have the full support of upper management

Why you should read The Employer Brand

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.

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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