Strategic Brand Engagement

Using HR and Marketing to Connect Your Brand Customers, Channel Partners and Employees

Business & Finance, Human Resources & Personnel Management
Cover of the book Strategic Brand Engagement by John G Fisher, Kogan Page
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Author: John G Fisher ISBN: 9780749470142
Publisher: Kogan Page Publication: November 3, 2013
Imprint: Kogan Page Language: English
Author: John G Fisher
ISBN: 9780749470142
Publisher: Kogan Page
Publication: November 3, 2013
Imprint: Kogan Page
Language: English

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. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic model showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic model showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.

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