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

Building and nurturing an internal brand is as critical to an organization's success as promoting an external brand. When employees are personally connected and committed to a brand, they deliver a positive brand message to customers through their behavior and interactions. This book shows leaders across a business how to work together to identify the company values attached to their brand and how to inspire employees to embrace them. Written by the architects of the legendary employer branding strategies at Yahoo! and Southwest Airlines, the book provides the first detailed, step-by-step guide for creating strong brands from the inside out. They include numerous practical examples, case histories from employee-friendly businesses (Yahoo!, Southwest, and others), and helpful tools readers can immediately implement.

Praise for Brand from the Inside "These days the claim that 'Our People Are Our Greatest Asset' has replaced 'The Customer Is Always Right' as the corporate slogan that is easiest to agree with yet hardest to put into practice. If you want to learn what it really means, you must read this book." —Marcus Buckingham, independent consultant; former senior consultant, The Gallup Organization; and author "Eight out of ten companies do not do what this book recommends. The 20 percent who do are the most admired market leaders. It is impossible to do justice to the value this book offers in a sentence or two. You must—repeat, must—read it." —Dr. Jac Fitz–Enz, founder and CEO, Human Capital Source; senior editor, Human Capital Magazine; author and pioneer in the field of human capital benchmarking "At last, Mark Schumann and Libby Sartain have gotten the issue of branding right for the rest of us. No brand is any better than the willingness and inclination of employees to deliver on the brand's promise. Delivering the brand from the inside out is the only strategy that works. Anyone interested in branding must read this important how–to book!" —Roger D'Aprix, author, Communicating for Change: Connecting the Workplace with the Marketplace "Employment branding is on the frontier of strategic HR thinking because no other 'people strategy' has a greater long–term impact on recruiting and retention. This book should just be called 'The Answer,' because it provides a compelling case as well as the required steps for utilizing internal employment branding to emotionally tie workers to their employer. It is simply the best book on internal employee branding, period!" —Dr. John Sullivan, professor of management, San Francisco State University; and author "This is an important book about how branding is changing throughout our new wired world. It gives you a sneak peek at how to engineer strong inside brands. From marketing to all–points–leadership, this book is a map to future corporate value." —Tim Sanders, author, The Likeability Factor

Introduction. PART ONE: GET SMART! 1 Essential #1: Discover. 2 Essential #2: Commit. PART TWO: GET READY! 3 Essential #3: Diagnose. 4 Essential #4: Prepare. PART THREE: GET IT DONE! 5 Essential #5: Create. 6 Essential #6: Apply. 7 Essential #7: Market. 8 Essential #8: Nurture. PART FOUR: WHAT IT MEANS FOR YOU. 9 You and Employer Brand. Notes. Acknowledgments. The Authors. Index.

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.