Libby Sartain, senior vice president of human resources and chief people Yahoo, is responsible for leading Yahoo! Inc.'s global human resources efforts and for managing and developing the human resources team, focusing on attracting, retaining, and developing Yahoo!'s employees. Mark Schumann, ABC, is the former global communication practice leader for the consulting firm Towers Perrin. For more than twenty-five years, Schumann has counseled leaders of major businesses around the world on how to engage employees during challenging situations of defining change.

Introduction v

PART ONE: GET SMART!

1 Essential #1: Discover 3

2 Essential #2: Commit 21

PART TWO: GET READY!

3 Essential #3: Diagnose 63

4 Essential #4: Prepare 92

PART THREE: GET IT DONE!

5 Essential #5: Create 119

6 Essential #6: Apply 158

7 Essential #7: Market 195

8 Essential #8: Nurture 218

PART FOUR: WHAT IT MEANS FOR YOU

9 You and Employer Brand 241

Notes 244

Acknowledgments 249

The Authors 251

Index 253

"These days the claim that 'Our People Are Our Greatest Asset' has
replaced 'The Customer Is Always Right' as the corporate slogan
that is easiest to agree with yet hardest to put into practice. If
you want to learn what it really means, you must read this
book."

--Marcus Buckingham,independent consultant; former senior
consultant, The Gallup Organization; and author

"Eight out of ten companies do not do what this book recommends.
The 20 percent who do are the most admired market leaders. It is
impossible to do justice to the value this book offers in a
sentence or two. You must--repeat, must¾read it."

--Dr. Jac Fitz-Enz, founder and CEO, Human Capital Source;
senior editor, Human Capital Magazine; author and pioneer in
the field of human capital benchmarking

"At last, Mark Schumann and Libby Sartain have gotten the issue
of branding right for the rest of us. No brand is any better than
the willingness and inclination of employees to deliver on the
brand's promise. Delivering the brand from the inside out is
the only strategy that works. Anyone interested in branding must
read this important how-to book!"

--Roger D'Aprix, author, Communicating for
Change: Connecting the Workplace with the Marketplace

"Employment branding is on the frontier of strategic HR thinking
because no other 'people strategy' has a greater long-term impact
on recruiting and retention. This book should just be called 'the
answer,' because it provides a compelling case as well as the
required steps for utilizing internal employment branding to
emotionally tie workers to their employer. It is simply the best
book on internal employee branding, period!"

--Dr. John Sullivan, professor of management, San Francisco
State University; and author

"This is an important book about how branding is changing
throughout our new wired world. It gives you a sneak peek at how to
engineer strong inside brands. From marketing to
all-points-leadership, this book is a map to future corporate
value."

--Tim Sanders, author, The Likeability Factor