Strategic brand engagement : using HR and marketing to connect your brand, customers, channel partners and employees

• Main Author: Fisher, John G. (Author)
• Format: Book
• Language: English
• Published: London ; Philadelphia ; New Delhi : Kogan Page, 2014
• Subjects: řízení značky; kultura organizace; organizační chování; personální management; brand management; corporate culture; organizational behavior; personnel management; příručky; handbooks, manuals, etc
• Physical Description: vii, 219 stran : ilustrace ; 24 cm
• ISBN: 9780749470135; 978-0-7494-7014-2

"In March 2011, trade organization Enterprise Engagement Alliance found that "employee engagement" has overtaken phrases such as staff incentives and employee motivation for the first time after investigating business terms used via Google Analytics.The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. But despite the connection between internal and external brand engagement, both areas remain firmly entrenched in the traditional silos of HR and marketing, wasting resources and even contradicting each other in the pursuit of a common goal.Strategic Brand Engagement breaks down the traditional silos between HR, internal communications and marketing, offering a new approach for developing brand and employee engagement. Combining the best of these disciplines to create a strategic framework, it provides advice on how to develop organizational values in line with corporate branding, align key HR responsibilities such as recruitment and performance with the overall brand, develop a consistent communications strategy and measuring the impact of these strategies. "--Resumé vydavatele