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Brand for Talent: Eight Essentials to Make Your Talent as Famous as Your Brand Hardcover – April 6, 2009


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Brand for Talent: Eight Essentials to Make Your Talent as Famous as Your Brand + Living the Brand: How to Transform Every Member of Your Organization Into a Brand Champion
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Product Details

  • Hardcover: 272 pages
  • Publisher: Jossey-Bass; 1 edition (April 6, 2009)
  • Language: English
  • ISBN-10: 0470182687
  • ISBN-13: 978-0470182680
  • Product Dimensions: 9.1 x 5.9 x 1.2 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,213,340 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

The marketplace for talent becomes more intense with each year, no matter how turbulent the economy may be. Using every social media tool available at their fingertips, workers bring high expectations—and well-honed skills as retail consumers—to search for work experiences that offer connection and fulfillment beyond traditional definitions of task, opportunity, and security.

This change makes a brand an essential part of any business strategy to secure talent. But a traditional employer brand is no longer enough. In this book, brand experts Mark Schumann and Libby Sartain introduce a new business marketing tool—the talent brand—with examples from a number of the world's leading brands. While the employer brand must resonate with people on the inside of a business, the talent brand must attract segments of workers to join, stay, and engage.

Brand for Talent shows how creating a talent brand can help any business thrive in the new talent marketplace—and with the new consumer of work—to get the right people in the right work at the right time.

About the Author

For the past 20 years, Mark Schumann and Libby Sartain have collaborated at such legendary organizations as Southwest Airlines and Yahoo! to create a definitive point of view on the value an employer brand can bring to any business. Their best-selling book, Brand from the Inside, offered the step-by-step secrets to brand development; in Brand for Talent they share their insight into how to market an employer brand to various talent segments in today's social media world. Mark Schumann, ABC, is the former global communication practice leader for Towers Perrin. For more than 30 years he has counseled business leaders, Human Resources, and Corporate Communications on how to recruit, retain, and engage employees. His creative work has been honored with 15 Gold Quill Awards from the International Association of Business Communicators.

Libby Sartain is an active business advisor and Corporate Board Member, following a distinguished 30-year career in Human Resources including CHRO roles at Southwest and Yahoo!, both of which were listed on the Fortune 100 Best Companies To Work For in America during her tenure. Today, Libby helps organizations develop employer brand strategies to create magnetic reputations as places to work.


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4 of 4 people found the following review helpful By Rex Whisman on May 24, 2009
Format: Hardcover
Just like they did with Brand From the Inside, Schumann and Sartain capture the keys to recruiting and retaining internal brand champions. Because internal branding is still an emerging concept for most organizations, Brand For Talent is a must read, especially for marketing and human relations professionals.
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2 of 3 people found the following review helpful By Melinda G. on June 12, 2009
Format: Hardcover
"Brand for Talent" depicts a new employer reality where employees are now "consumers of work" whether Gen Y-ers or Boomers. Where social networks have become "global water coolers" and companies must balance global and local employee needs and engagement. This is "The World is Flat" for workforce management in a wired, transparent global marketplace.

Speaking in Dallas on Why Employer Brand Matters Now (Because employer brand IS the company) Mark Schumann told a sold-out audience of professional ommunicators: "Never waste a good crisis." Companies become "employers of choice" by creating and managing their talent brands as rigorously as they do their product brands, no matter the economic climate. In a recovered economy, those companies will attract, hire and retain the top talent in their industries.
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