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Strategic Brand Engagement

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

Strategic Brand Engagement is the first book to take a comprehensive, integrated approach to external and internal branding and employee engagement.
EAN: 9780749470135
Edition: 1
Format: 235x157
232 pages

About the book

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.

About the authors

John G Fisher

After taking a degree in languages at Oxford, John G Fisher started his business career in direct marketing and the insurance industry before establishing one of the country's leading performance improvement agencies. He specialisesin employee incentives, staff communication and conference/event planning. He is a regular columnist in the marketing press.

More about John G Fisher

Bursting with ideas and strategies...Strategic Brand Engagement really gets into the nitty gritty of how the minds of your employees work

PR Week