This branding manual has a slight twist: aim your branding efforts at your employees as well as at your customers. Simple enough. Authors Libby Sartain and Mark Schumann have boiled employer branding down to eight essentials. Generally, they focus on their core concept with a positive orientation toward employees, although mostly helpful, their lists, checklists and lists within lists do get repetitive. Maybe all those lists are intended to help the staff in human resources, where the authors place much of the responsibility for internal branding. getAbstract recommends this book to branding and internal marketing newcomers who want a rundown of the basics, and to human resource professionals who may need to learn about marketing to harness the impact of internal branding.
In this summary, you will learn
- What an employer brand is;
- How your company will benefit from creating an employer brand; and
- How to help your employees feel emotionally connected to your brand.
About the Authors
Libby Sartain is senior vice president of human resources at a major Internet company. For more than 25 years, Mark Schumann was the global communications practice leader for a leading consulting firm.