When it comes to business success, having skilled and motivated employees is as essential to your company as consumers. But how do you recruit and retain engaged talent? It all comes down to your employer brand and the perception of your company’s culture, employee benefits and work environment. These key characteristics say a lot about your company and ultimately affect recruitment.

To help you build a strong and strategic employer brand and increase brand visibility in the market, we put together a list of our favorite “self-help” resources.

1. The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark and Carol S. Pearson

Written by best-selling author Carol S. Pearson and branding whiz Margaret Mark, The Hero and the Outlaw explains what brand meaning is, how it works, how to manage it and how to use brand meaning strategically for your company. Drawing on examples from household names, the authors demonstrate that the most successful brands are those who best align themselves with the fundamental patterns of behavior, also known as archetypes.

2. The Employer Brand: Bringing the Best of Brand Management to People at Work by Simon Barrow and Richard Mosley

For anyone who is jumping into the world of employer branding for the first time, The Employer Brand is a great place to start. Barrow and Mosley take an in-depth look at the history of what brought on the need for employer branding, as well as give detailed steps that companies can take to achieve success in managing their employer brand.

3. The Employer Brand: Keeping Faith with the Deal by Helen Rosethorn

In her insightful book, Rosethorn takes a deep dive into company culture and the impact it has on an organization’s reputation and the ability to recruit and retain engaged employees. Rosethorn also provides a learning experience by examining the shortcomings of branding initiatives and gives creative ways to make the most of a brand and engage with past, future and present employees.

These books should help you navigate the world of employer branding and maybe even inspire you to implement a few of your own.

Looking to kickstart your employer brand? We’re happy to lend a hand. Email us at conversations@jwt.com for insight and advice.

Aaliyah Copeland is an innovative, witty and charismatic Associate Account Executive out of JWT INSIDE Atlanta. She is a life learner with a commitment to being a cause driven servant leader. In her spare time, she loves to serve her community, travel and shop.