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 Communication offers a new approach for developing brand and employee engagement in any organization. It presents a strategic framework 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.These are the components of the Kouzes and Posner (2009) model of transformational leadership which, they argued, ... Todaya#39;s workforce is unlikely to simply take instructions and carry them out without questioning their validity. For leadersanbsp;...
|Title||:||Strategic Brand Engagement|
|Author||:||John G Fisher|
|Publisher||:||Kogan Page Publishers - 2013-11-03|