Book · English

Employer Branding

Practical guidelines for a rock-solid employer brand

The complete book, free to read online. Around 27,000 words — roughly 123 minutes of reading, but it's written as a reference: skip to what you need.

Prefer an e-reader? Kindle edition on Amazon. Dutch version: lees in het Nederlands.

Citable via DOI 10.5281/zenodo.19655373. Full PDF on Zenodo (CC BY-NC 4.0).

Contents

  1. Foreword

    • — Find and retain the best talent with employer branding

  2. 1.The basics of employer branding

    • — What is employer branding?
    • — The difference between employer branding and recruitment marketing
    • — The business case for employer branding
    • — The science behind your employer brand

  3. 2.Determining your strategy

    • — Step 1: Identify the unique aspects of your organization as an employer
    • — Step 2: Map out the wishes and motivations of your target groups
    • — Step 3: Bring your target groups to life through 'employer brand personas'
    • — Step 4: Describe the employee journey
    • — Step 5: Analyze your competitors
    • — Step 6: From analysis to employer value proposition (EVP)
    • — Involve your stakeholders in your EVP
    • — Diversity, Equity and Inclusion: from paper to practice

  4. 3.Implementing your strategy

    • — From EVP to content pillars via the Message House Model
    • — Integrating your EVP into internal communications
    • — Integrating your EVP into external communication
    • — Adapting your message to different target audiences
    • — Impact and effectiveness of your communication tools
    • — The employee journey and your communication tools
    • — The role of different departments

  5. 4.Developing your own creative recruitment campaign

    • — Foundation for good ideas
    • — Techniques you can apply
    • — Examples of creative recruitment campaigns

  6. 5.Measuring is knowing

    • — What to measure in each phase of the employee journey
    • — Calculating Return on Investment (ROI)
    • — Continuously improving your employer branding

  7. 6.The future of employer branding

    • — Employees even more central
    • — Sustainability and social responsibility
    • — Flexibility and work-life integration
    • — Health and well-being
    • — Lifelong learning
    • — Your employer brand as an integral part of your corporate brand
    • — Rise of recruitment marketing software
    • — Increasing AI and data in employer branding

  8. 7.Learning from others

    • — IKEA: employees as best ambassadors
    • — Spotify: join the band
    • — HubSpot: building a culture code that resonates
    • — MI6: transforming intelligence service recruitment through inclusive branding
    • — Patagonia: sustainability as the core of employer branding
    • — Teach For America: inspiring young talent through purpose-driven employer branding
    • — KPMG: personalization on the career website
    • — David Allen Company: revolutionizing work through holacracy
    • — Wegmans: building a strong workforce through employee networks

  9. 8.Now get started yourself!

    • — What works in practice?
    • — What are your next steps?

  10. Afterword

  11. About the author

Written by Erik Meijerink, creative strategist, concepter and copywriter. Originally published as an e-book via Amazon (ASIN B0DTMM3PR4).