Praise for Brand for Talent
‘As a marketer, nothing is more important than building a strong, relevant brand. As a leader, nothing is more important than creating an energized,
talented group of employees. Brand for Talent provides a compelling framework and great practical tips. It will change the way you think about your people strategy.’
CAMMIE DUNAWAY, Nintendo of America
‘Brand for Talent is your wake up call to the realities of today’s hiring marketplace. Branding baristas Mark Schumann and Libby Sartain welcome
you with a steaming mug of half philosophy and half pragmatism topped with real-world examples. Get Brand for Talent, get amped and get going!’
–BRAD WHITWORTH, ABC, Cisco, IABC Fellow, IABC Past Chairman
‘In this compelling and incisive book, Mark Schumann and Libby Sartain bring branding into the realm of human resource management.’
–HAYAGREEVA RAO, Graduate School of Business, Stanford University
‘This is a fascinating book. Using the power of a consumer brand as a lever to retain talent is a given. What hasn’t been done until this book is to put the brand to work in order to attract the best. Who would have thought that social networking would become the new battleground in the hunt? This is one human resources book I actually enjoyed reading.’
–LOU WILLIAMS ABC, APR, L.C. Williams & Associates, IABC Fellow, IABC Past Chairman, Institute for Public Relations Fellow
‘Mark Schumann and Libby Sartain bring unique experiences and examples that show how to go beyond simple recruiting to create a sustainable talent
system for good times and tough times.’
–Dr. JOHN BOUDREAU, Marshall School of Business, University of Southern California
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สารบัญ
Introduction
Part One: Get Real
Essential One: Wake Up
Essential Two: Look Ahead
Part Two: Get to Work
Essential Three: Create
Essential Four: Segment
Essential Five: Implement
Part Three: Get Prepared
Essential Six: Sustain
Essential Seven: Survive
Part Four: What It Means to You
Build a Talent Brand Legacy
Notes
Acknowledgments
Index
About the Authors
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Mark Schumann (Ridgefield, CT) is a principal and communication consultant at Towers Perrin, with a focus on organizational and human resource communications. He has also been Manager of Employee Communications for Frontier Airlines. He has also won 10 awards of excellence in employee communications from Business Insurance Magazine. He is a frequent author of articles for leading corporate communication publications including IABC’s Communication World and a well-recognized speaker on organizational communication issues. He holds an MA from the University of Denver and a BA from Austin College. He works in both Dallas, TX and Stamford, CT.
Libby Sartain (Bastrop, TX) was most recently Senior VP of Human Resources and Chief People at Yahoo!, Inc. Prior to joining Yahoo! in 2001, Sartain was Vice President of People at Southwest Airlines, where she led all human resources functions. She also played a key role in developing an employment brand strategy which helped double employee growth in six years and fostered the company reputation as a leading employer of choice. She also served as chairman of the Society for Human Resource Management (SHRM) in 2001 and was named fellow of the National Academy of Human Resources in 1998. She is author of HR from the Heart (AMACOM), co-editor of On Staffing (Wiley). She earned degrees from the University of North Texas (MBA) and Southern Methodist University (BBA).
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