Skip to main content

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

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

Libby Sartain, Mark Schumann

ISBN: 978-0-470-41955-7

Jun 2008, Jossey-Bass

272 pages

$19.99

Description

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.

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