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.
Spis treści
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
O autorze
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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