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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.
|Product dimensions:||8.90(w) x 5.90(h) x 0.70(d)|
About 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.
Table of Contents
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
The Authors 251
What People are Saying About This
"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 mustrepeat, mustread 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