Title Page -- Copyright Page -- Table of Contents -- 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? -- Recognizing the benefits of employer branding -- Stepping through the employer branding process/cycle -- Laying the Foundation for Your Employer Brand -- Aligning with business goals and objectives -- Fitting in with your other brands -- Rallying the troops (and leaders) -- Taking an Honest Look at Your Employer Brand -- Putting the Pieces in Place -- Defining the give and get of the employment deal -- Establishing employer brand guidelines -- Giving your target talent a reason to tune in -- 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 -- Aligning with the corporate brand -- Aligning with the customer brand -- Supporting the business strategy -- Getting the right talent onboard -- Aligning with human resources -- Building Your Business Case for Employer Branding -- Considering cost-cutting benefits -- Checking out possible performance benefits -- Making Friends and Influencing People -- Getting senior leadership onboard -- Convincing marketing and communications to go along with the idea -- Getting HR comfortable with the language and thinking of brand management -- Chapter 3 Conducting an Employer Brand Health Check -- Taking a Look in the Mirror -- Finding out what you already know -- Conducting employee surveys and focus groups -- Taking a Look from the Outside In -- Gauging employer brand awareness, consideration, and preference
