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. He integrates aca.

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 …