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Brand From the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business

Overview

Can a business build an effective brand identity if its employees don't buy into it? The key role of employees in brand delivery makes building and nurturing the employer brand as critical to an organization's success as promoting the customer brand.

In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an ...

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Brand From the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business

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Overview

Can a business build an effective brand identity if its employees don't buy into it? The key role of employees in brand delivery makes building and nurturing the employer brand as critical to an organization's success as promoting the customer brand.

In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an organization step-by-step instruction on how to motivate employees to consistently deliver the experience the customer brand promises. By building the employer brand from inside the business—ensuring consistent authenticity, substance, and voice throughout the business—any organization can unleash a powerful tool to emotionally engage employees and recruit and retain the best people.

Brand from the Inside offers a framework for developing an environment where people from all levels of the business work together to create the employer brand. The book is filled with illustrative examples and down-to-earth case histories from companies that demonstrate what the employer brand can contribute to business results. In addition, the authors include a wealth of tools and worksheets for breaking through silos to brand from the inside. Use the book's sample meeting agendas and presentation ideas to build a new employer brand, improve a current one, or "rehab" one that needs some attention.

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What People Are Saying

From the Publisher
"These days the claim that 'Our People Are Our Greatest Asset' has replaced 'The Customer Is Always Right' as the corporate slogan that is easiest to agree with yet hardest to put into practice. If you want to learn what it really means, you must read this book."
—Marcus Buckingham,independent consultant; former senior consultant, The Gallup Organization; and author

"Eight out of ten companies do not do what this book recommends. The 20 percent who do are the most admired market leaders. It is impossible to do justice to the value this book offers in a sentence or two. You must—repeat, must¾read it."
—Dr. Jac Fitz-Enz, founder and CEO, Human Capital Source; senior editor, Human Capital Magazine; author and pioneer in the field of human capital benchmarking

"At last, Mark Schumann and Libby Sartain have gotten the issue of branding right for the rest of us. No brand is any better than the willingness and inclination of employees to deliver on the brand’s promise. Delivering the brand from the inside out is the only strategy that works. Anyone interested in branding must read this important how-to book!"
—Roger D’Aprix, author, Communicating for Change: Connecting the Workplace with the Marketplace

"Employment branding is on the frontier of strategic HR thinking because no other 'people strategy' has a greater long-term impact on recruiting and retention. This book should just be called 'the answer,' because it provides a compelling case as well as the required steps for utilizing internal employment branding to emotionally tie workers to their employer. It is simply the best book on internal employee branding, period!"
—Dr. John Sullivan, professor of management, San Francisco State University; and author

"This is an important book about how branding is changing throughout our new wired world. It gives you a sneak peek at how to engineer strong inside brands. From marketing to all-points-leadership, this book is a map to future corporate value."
—Tim Sanders, author, The Likeability Factor

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Product Details

  • ISBN-13: 9781118964460
  • Publisher: Wiley
  • Publication date: 4/14/2006
  • Edition number: 1
  • Pages: 272
  • Sales rank: 962,625
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.58 (d)

Meet the Author

Libby Sartain, senior vice president of human resources and chief people Yahoo, is responsible for leading Yahoo! Inc.'s global human resources efforts and for managing and developing the human resources team, focusing on attracting, retaining, and developing Yahoo!'s employees.

Mark Schumann, ABC, is the former global communication practice leader for the consulting firm Towers Perrin. For more than twenty-five years, Schumann has counseled leaders of major businesses around the world on how to engage employees during challenging situations of defining change.

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Table of Contents

Introduction v

PART ONE: GET SMART!

1 Essential #1: Discover 3

2 Essential #2: Commit 21

PART TWO: GET READY!

3 Essential #3: Diagnose 63

4 Essential #4: Prepare 92

PART THREE: GET IT DONE!

5 Essential #5: Create 119

6 Essential #6: Apply 158

7 Essential #7: Market 195

8 Essential #8: Nurture 218

PART FOUR: WHAT IT MEANS FOR YOU

9 You and Employer Brand 241

Notes 244

Acknowledgments 249

The Authors 251

Index 253

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted August 8, 2006

    Internal marketing with an HR twist

    This predictable book on branding has a slight twist: aim your branding efforts at your employees as well as at your customers. Simple enough. Authors Libby Sartain and Mark Schumann have boiled employer branding down to eight essentials. Generally, they focus on their core concept with a positive orientation toward employees, although their lists, checklists and lists within lists do get repetitive. Maybe all those lists are intended to help the staff in human resources, where they place much of the responsibility for internal branding. We recommend this book to branding and internal marketing newcomers who want a rundown of the basics, and to human resource professionals who may need to learn about marketing to harness the impact of internal branding.

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