Brand and talent:
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London
Kogan Page
2014
|
| Edition: | First published |
| Subjects: | |
| Online Access: | TUM01 Volltext |
| Physical Description: | 1 Online-Ressource (xviii, 220 Seiten) |
| ISBN: | 130640665X 9781306406659 9780749469269 0749469269 |
Staff View
MARC
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| 100 | 1 | |a Keohane, Kevin |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Brand and talent |
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| 264 | 1 | |a London |b Kogan Page |c 2014 | |
| 300 | |a 1 Online-Ressource (xviii, 220 Seiten) | ||
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| 505 | 8 | |a Many books talk about brand, still more about talent, yet leading organizations are realising their identity as a service/product provider is virtually inseparable from their identity as a place that attracts, motivates and benefits from thriving talent. In Brand and Talent, author Kevin Keohane looks at how organisations can better communicate with people before, during and after their association with the enterprise. He presents a ""joined up"" approach that encompasses the needs of brand, marketing, human resources, corporate communications, internal communications and IT. | |
| 505 | 8 | |a Includes bibliographical references and index | |
| 505 | 8 | |a About the author; Foreword; Preface; Acknowledgements; 01 Introduction; Brand and talent; How this book is structured; It isn't complicated, it's just hard; Part One Brand; 02 What is a brand?; Setting the context; A brief history of branding; Examples of great brands; Brand, marketing and sales; The value of your brand; Brand is a business management discipline; Brand and premium; Brand positioning; Conclusion; 03 Defining your brand; Current state of practice; The challenge; Challenges with the current state; What's the problem?; 04 Brand delivery; What's the point?; How? | |
| 505 | 8 | |a How do you go about delivering your brand?Guidelines; Customer and user experience; User experience mapping; Customer brand engagement; Employee brand engagement; 05 Brand and social media; Social media is social communication ... technologically enabled; Social media as an internal tool; Social media as an external brand engagement tool; Summary; Part Two Talent; 06 The talent agenda; Before, during and after people join you; A bit of the history; CLC engagement model; CLC's HR EVP framework; Why do organizations struggle, then?; Functional ownership of the brand and talent agenda | |
| 505 | 8 | |a 07 Engaging talentIt is a journey; The employee lifecycle; The building blocks of employee communications; Before we get started ... ; Diversity; Messages; Media; Measurement; Summary; Are you ready?; Part Three Brand and talent; 08 A better way; Making the connection; Where to begin?; How is this different from other approaches?; 09 Purpose; A star to steer by; Getting to a Purpose; Is your Purpose your slogan or tagline?; Is this a brand model then?; What is a Purpose-driven brand?; What evidence is there that Purpose-driven brands do any better than others?; Summary; 10 Ambition; Summary | |
| 505 | 8 | |a 11 StrategyWhat is the plan?; Examples; Summary; 12 Proposition; What is the deal?; Positioning; Proposition; 13 Putting it all together; Putting P-A-S-P to work; Friction points; Is employer branding the right approach any more?; One brand; The integrated approach; Network analysis; It applies to every function; Testing the approach; Summary; 14 Toolkit; Exercise one: Value disciplines; Exercise two: Positioning; Exercise three: Purpose, Ambition, Strategy, Positioning; Exercise four: Stakeholders; Exercise five: Messaging framework; Exercise six: Bringing it all together | |
| 505 | 8 | |a Part Four Insight interviews15 Brand and executive talent -- Bob Benson; 16 Brand and diversity -- Beth Brooke; 17 Brand, talent and the new world of work -- Dave Coplin; 18 Brand, talent and strategy -- Mike Cullen; 19 Brand in a multinational conglomerate -- Mr Shriprakash Shukla; 20 Brand and purpose -- Michael Sneed; 21 Brand and talent -- Mark Weinberger; Glossary; Talent management terms; Resources andsuggested reading; Index | |
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| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Organizational effectiveness |2 fast | |
| 650 | 7 | |a Personnel management |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Personnel management | |
| 650 | 4 | |a Organizational effectiveness | |
| 650 | 4 | |a Branding (Marketing) |v Case studies | |
| 650 | 4 | |a Personnel management |v Case studies | |
| 650 | 4 | |a Organizational effectiveness |v Case studies | |
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| contents | Many books talk about brand, still more about talent, yet leading organizations are realising their identity as a service/product provider is virtually inseparable from their identity as a place that attracts, motivates and benefits from thriving talent. In Brand and Talent, author Kevin Keohane looks at how organisations can better communicate with people before, during and after their association with the enterprise. He presents a ""joined up"" approach that encompasses the needs of brand, marketing, human resources, corporate communications, internal communications and IT. Includes bibliographical references and index About the author; Foreword; Preface; Acknowledgements; 01 Introduction; Brand and talent; How this book is structured; It isn't complicated, it's just hard; Part One Brand; 02 What is a brand?; Setting the context; A brief history of branding; Examples of great brands; Brand, marketing and sales; The value of your brand; Brand is a business management discipline; Brand and premium; Brand positioning; Conclusion; 03 Defining your brand; Current state of practice; The challenge; Challenges with the current state; What's the problem?; 04 Brand delivery; What's the point?; How? How do you go about delivering your brand?Guidelines; Customer and user experience; User experience mapping; Customer brand engagement; Employee brand engagement; 05 Brand and social media; Social media is social communication ... technologically enabled; Social media as an internal tool; Social media as an external brand engagement tool; Summary; Part Two Talent; 06 The talent agenda; Before, during and after people join you; A bit of the history; CLC engagement model; CLC's HR EVP framework; Why do organizations struggle, then?; Functional ownership of the brand and talent agenda 07 Engaging talentIt is a journey; The employee lifecycle; The building blocks of employee communications; Before we get started ... ; Diversity; Messages; Media; Measurement; Summary; Are you ready?; Part Three Brand and talent; 08 A better way; Making the connection; Where to begin?; How is this different from other approaches?; 09 Purpose; A star to steer by; Getting to a Purpose; Is your Purpose your slogan or tagline?; Is this a brand model then?; What is a Purpose-driven brand?; What evidence is there that Purpose-driven brands do any better than others?; Summary; 10 Ambition; Summary 11 StrategyWhat is the plan?; Examples; Summary; 12 Proposition; What is the deal?; Positioning; Proposition; 13 Putting it all together; Putting P-A-S-P to work; Friction points; Is employer branding the right approach any more?; One brand; The integrated approach; Network analysis; It applies to every function; Testing the approach; Summary; 14 Toolkit; Exercise one: Value disciplines; Exercise two: Positioning; Exercise three: Purpose, Ambition, Strategy, Positioning; Exercise four: Stakeholders; Exercise five: Messaging framework; Exercise six: Bringing it all together Part Four Insight interviews15 Brand and executive talent -- Bob Benson; 16 Brand and diversity -- Beth Brooke; 17 Brand, talent and the new world of work -- Dave Coplin; 18 Brand, talent and strategy -- Mike Cullen; 19 Brand in a multinational conglomerate -- Mr Shriprakash Shukla; 20 Brand and purpose -- Michael Sneed; 21 Brand and talent -- Mark Weinberger; Glossary; Talent management terms; Resources andsuggested reading; Index |
| ctrlnum | (ZDB-4-NLEBK)845645 (OCoLC)869520058 (DE-599)BVBBV042744681 |
| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | First published |
| format | Electronic eBook |
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| spelling | Keohane, Kevin Verfasser aut Brand and talent First published London Kogan Page 2014 1 Online-Ressource (xviii, 220 Seiten) txt rdacontent c rdamedia cr rdacarrier Many books talk about brand, still more about talent, yet leading organizations are realising their identity as a service/product provider is virtually inseparable from their identity as a place that attracts, motivates and benefits from thriving talent. In Brand and Talent, author Kevin Keohane looks at how organisations can better communicate with people before, during and after their association with the enterprise. He presents a ""joined up"" approach that encompasses the needs of brand, marketing, human resources, corporate communications, internal communications and IT. Includes bibliographical references and index About the author; Foreword; Preface; Acknowledgements; 01 Introduction; Brand and talent; How this book is structured; It isn't complicated, it's just hard; Part One Brand; 02 What is a brand?; Setting the context; A brief history of branding; Examples of great brands; Brand, marketing and sales; The value of your brand; Brand is a business management discipline; Brand and premium; Brand positioning; Conclusion; 03 Defining your brand; Current state of practice; The challenge; Challenges with the current state; What's the problem?; 04 Brand delivery; What's the point?; How? How do you go about delivering your brand?Guidelines; Customer and user experience; User experience mapping; Customer brand engagement; Employee brand engagement; 05 Brand and social media; Social media is social communication ... technologically enabled; Social media as an internal tool; Social media as an external brand engagement tool; Summary; Part Two Talent; 06 The talent agenda; Before, during and after people join you; A bit of the history; CLC engagement model; CLC's HR EVP framework; Why do organizations struggle, then?; Functional ownership of the brand and talent agenda 07 Engaging talentIt is a journey; The employee lifecycle; The building blocks of employee communications; Before we get started ... ; Diversity; Messages; Media; Measurement; Summary; Are you ready?; Part Three Brand and talent; 08 A better way; Making the connection; Where to begin?; How is this different from other approaches?; 09 Purpose; A star to steer by; Getting to a Purpose; Is your Purpose your slogan or tagline?; Is this a brand model then?; What is a Purpose-driven brand?; What evidence is there that Purpose-driven brands do any better than others?; Summary; 10 Ambition; Summary 11 StrategyWhat is the plan?; Examples; Summary; 12 Proposition; What is the deal?; Positioning; Proposition; 13 Putting it all together; Putting P-A-S-P to work; Friction points; Is employer branding the right approach any more?; One brand; The integrated approach; Network analysis; It applies to every function; Testing the approach; Summary; 14 Toolkit; Exercise one: Value disciplines; Exercise two: Positioning; Exercise three: Purpose, Ambition, Strategy, Positioning; Exercise four: Stakeholders; Exercise five: Messaging framework; Exercise six: Bringing it all together Part Four Insight interviews15 Brand and executive talent -- Bob Benson; 16 Brand and diversity -- Beth Brooke; 17 Brand, talent and the new world of work -- Dave Coplin; 18 Brand, talent and strategy -- Mike Cullen; 19 Brand in a multinational conglomerate -- Mr Shriprakash Shukla; 20 Brand and purpose -- Michael Sneed; 21 Brand and talent -- Mark Weinberger; Glossary; Talent management terms; Resources andsuggested reading; Index BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Branding (Marketing) fast Organizational effectiveness fast Personnel management fast Wirtschaft Branding (Marketing) Personnel management Organizational effectiveness Branding (Marketing) Case studies Personnel management Case studies Organizational effectiveness Case studies (DE-588)4522595-3 Fallstudiensammlung gnd-content Erscheint auch als Druck-Ausgabe, Paperback 978-0-7494-6925-2 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=845645 Aggregator Volltext |
| spellingShingle | Keohane, Kevin Brand and talent Many books talk about brand, still more about talent, yet leading organizations are realising their identity as a service/product provider is virtually inseparable from their identity as a place that attracts, motivates and benefits from thriving talent. In Brand and Talent, author Kevin Keohane looks at how organisations can better communicate with people before, during and after their association with the enterprise. He presents a ""joined up"" approach that encompasses the needs of brand, marketing, human resources, corporate communications, internal communications and IT. Includes bibliographical references and index About the author; Foreword; Preface; Acknowledgements; 01 Introduction; Brand and talent; How this book is structured; It isn't complicated, it's just hard; Part One Brand; 02 What is a brand?; Setting the context; A brief history of branding; Examples of great brands; Brand, marketing and sales; The value of your brand; Brand is a business management discipline; Brand and premium; Brand positioning; Conclusion; 03 Defining your brand; Current state of practice; The challenge; Challenges with the current state; What's the problem?; 04 Brand delivery; What's the point?; How? How do you go about delivering your brand?Guidelines; Customer and user experience; User experience mapping; Customer brand engagement; Employee brand engagement; 05 Brand and social media; Social media is social communication ... technologically enabled; Social media as an internal tool; Social media as an external brand engagement tool; Summary; Part Two Talent; 06 The talent agenda; Before, during and after people join you; A bit of the history; CLC engagement model; CLC's HR EVP framework; Why do organizations struggle, then?; Functional ownership of the brand and talent agenda 07 Engaging talentIt is a journey; The employee lifecycle; The building blocks of employee communications; Before we get started ... ; Diversity; Messages; Media; Measurement; Summary; Are you ready?; Part Three Brand and talent; 08 A better way; Making the connection; Where to begin?; How is this different from other approaches?; 09 Purpose; A star to steer by; Getting to a Purpose; Is your Purpose your slogan or tagline?; Is this a brand model then?; What is a Purpose-driven brand?; What evidence is there that Purpose-driven brands do any better than others?; Summary; 10 Ambition; Summary 11 StrategyWhat is the plan?; Examples; Summary; 12 Proposition; What is the deal?; Positioning; Proposition; 13 Putting it all together; Putting P-A-S-P to work; Friction points; Is employer branding the right approach any more?; One brand; The integrated approach; Network analysis; It applies to every function; Testing the approach; Summary; 14 Toolkit; Exercise one: Value disciplines; Exercise two: Positioning; Exercise three: Purpose, Ambition, Strategy, Positioning; Exercise four: Stakeholders; Exercise five: Messaging framework; Exercise six: Bringing it all together Part Four Insight interviews15 Brand and executive talent -- Bob Benson; 16 Brand and diversity -- Beth Brooke; 17 Brand, talent and the new world of work -- Dave Coplin; 18 Brand, talent and strategy -- Mike Cullen; 19 Brand in a multinational conglomerate -- Mr Shriprakash Shukla; 20 Brand and purpose -- Michael Sneed; 21 Brand and talent -- Mark Weinberger; Glossary; Talent management terms; Resources andsuggested reading; Index BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Branding (Marketing) fast Organizational effectiveness fast Personnel management fast Wirtschaft Branding (Marketing) Personnel management Organizational effectiveness Branding (Marketing) Case studies Personnel management Case studies Organizational effectiveness Case studies |
| subject_GND | (DE-588)4522595-3 |
| title | Brand and talent |
| title_auth | Brand and talent |
| title_exact_search | Brand and talent |
| title_full | Brand and talent |
| title_fullStr | Brand and talent |
| title_full_unstemmed | Brand and talent |
| title_short | Brand and talent |
| title_sort | brand and talent |
| topic | BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Branding (Marketing) fast Organizational effectiveness fast Personnel management fast Wirtschaft Branding (Marketing) Personnel management Organizational effectiveness Branding (Marketing) Case studies Personnel management Case studies Organizational effectiveness Case studies |
| topic_facet | BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Branding (Marketing) Organizational effectiveness Personnel management Wirtschaft Branding (Marketing) Case studies Personnel management Case studies Organizational effectiveness Case studies Fallstudiensammlung |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=845645 |
| work_keys_str_mv | AT keohanekevin brandandtalent |