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
From the Inside Flap
The marketplace for talent becomes more intense with each year,
no matter how turbulent the economy may be. Using every social
media tool available at their fingertips, workers bring high
expectations—and well-honed skills as retail consumers—to search
for work experiences that offer connection and fulfillment beyond
traditional definitions of task, opportunity, and security.
This change makes a brand an essential part of any business
strategy to secure talent. But a traditional employer brand is no
longer enough. In this book, brand experts Mark Schumann and Libby
Sartain introduce a new business marketing tool—the talent
brand—with examples from a number of the world''s leading brands.
While the employer brand must resonate with people on the inside of
a business, the talent brand must attract segments of workers to
join, stay, and engage.
Brand for Talent shows how creating a talent brand can help any
business thrive in the new talent marketplace—and with the new
consumer of work—to get the right people in the right work at the
right time.
關於作者：
For the past 20 years, Mark Schumann and Libby
Sartain have collaborated at such legendary organizations as
Southwest Airlines and Yahoo! to create a definitive point of view
on the value an employer brand can bring to any business. Their
best-selling book, Brand from the Inside, offered the
step-by-step secrets to brand development; in Brand for Talent they
share their insight into how to market an employer brand to various
talent segments in today''s social media world. Mark Schumann, ABC,
is the former global communication practice leader for Towers
Perrin. For more than 30 years he has counseled business leaders,
Human Resources, and Corporate Communications on how to recruit,
retain, and engage employees. His creative work has been honored
with 15 Gold Quill Awards from the International Association of
Business Communicators.
Libby Sartain is an active business advisor and Corporate
Board Member, following a distinguished 30-year career in Human
Resources including CHRO roles at Southwest and Yahoo!, both of
which were listed on the Fortune 100 Best Companies To Work For in
America during her tenure. Today, Libby helps organizations develop
employer brand strategies to create magnetic reputations as places
to work.
目錄：
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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