Libby Sartain & Mark Schumann 
Brand From the Inside [PDF ebook] 
Eight Essentials to Emotionally Connect Your Employees to Your Business

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.

Daftar Isi

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

Tentang Penulis

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.