Mind the Brand Gap: A Study of Competing Brand Identities, Human Biases and Why You Must Fire Your HR Team

Mind the Brand Gap introduces you to factors impacting Brand Identity: Corporate Identity, Organizational Identity, Corporate Image, Organizational Image, Bi-Polar Identity, Corporate Reputation, Corporate Structure, Corporate Strategy, and the Impact of Leadership. The book has an academic feel and is based on two studies conducted with a large international brand. Mind the Brand Gap argues the idea of leadership as an effect rather than a cause of inconsistencies found between competing identities of brands. An academic study on teams of managers revealed the multitude of psychological biases affecting the recruitment process. Some of the many biases discussed include Attractiveness, Overconfidence, Positivity Biases, Inference of Traits, Position of Power, Stereotypes, Mood of Recruiters, First Impressions, Hallo Effects, Side-by-Side Comparisons, and many more.

Given the findings on the inefficiency of human recruiters, it is argued that organisations are better off removing human input from the recruitment process altogether, by handing control for recruitment to bias-free AI-powered algorithms. You will learn about the technological forces affecting the future of recruitment by referencing a case study on how these forces affected the field of search engine optimisation: Big Data, Artificial Intelligence, Machine Learning, Voice Search, Virtual Reality, Augmented Reality and more.

The book approaches Recruitment both from a scientific and practical perspective. We live in a rapidly changing world where new ideas are quickly replacing popular ones and changing the rules without mercy. Where will your business be in the next five to ten years? This book will enable you to both stay ahead of the competition and improve your business.

Constantin graduated with an MBA and MA Marketing & Innovation and is currently starting an MSc in Data Science. His current role is Head of Digital Marketing at a London-based company - Move Digital. In the past, he performed a variety of roles starting with managing hotels for Intercontinental Group and Hilton, launching a variety of restaurant and bar concepts, being a marketing consultant for businesses ranging from SMEs to large iconic brands, to helping savvy entrepreneurs in setting up, launching and growing their exciting start-ups. Together with his teams, he has won awards for developing people, innovation, customer service, revenue development, sales and was shortlisted for many awards in entrepreneurship, business person of the year or social influence. His team described him best as "someone who is mentally and physically determined, as well as tough but loveable when needed."