Strategic Brand Engagement: Using HR and Marketing to Connect Your Brand, Customers, Channel Partners and Employees

It all starts with your brand. Aligning your brand with your company values and the way your organization engages with its employees, customers and business partners results in a more coherent business that generates more value. True strategic enterprise engagement brings together people development models with marketing and communication skills.

By breaking down traditional silos, Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic framework for developing organizational values in line with corporate branding, through 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. This forward-looking book shows how to get engagement issues on the strategic agenda in your business in order to improve your performance, profits and employee involvement.