Brand for Talent: Eight Essentials to Make Your Talent as Famous as Your Brand

  • 4h 3m
  • Libby Sartain, Mark Schumann
  • John Wiley & Sons (US)
  • 2009

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 Authors

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.

In this Book

  • Brand for Talent—Eight Essentials to Make Your Talent as Famous as Your Brand
  • Introduction
  • Essential One: Wake Up
  • Essential Two: Look Ahead
  • Essential Three: Create
  • Essential Four: Segment
  • Essential Five: Implement
  • Essential Six: Sustain
  • Essential Seven: Survive
  • Build A Talent Brand Legacy