Brand and Talent

241 Pages·2014·1.362 MB·English

by  Kevin Keohane

i
Brand and
Talent
ii
THIS PAGE IS INTENTIONALLY LEFT BLANK
iii
Brand and
Talent
Kevin Keohane
iv
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publishers and author cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the ma-
terial in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2014 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review,
as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be
reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing
of the publishers, or in the case of reprographic reproduction in accordance with the terms and
licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent
to the publishers at the undermentioned addresses:
2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 1100 4737/23 Ansari Road
London EC1V 3RS Philadelphia PA 19102 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© Kevin Keohane, 2014
The right of Kevin Keohane to be identified as the author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 6925 2
E-ISBN 978 0 7494 6926 9
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
CIP data is available
Library of Congress Control Number: 2013044128
Typeset by Graphicraft Limited, Hong Kong
Print production managed by Jellyfish
Printed and bound in Great Britain by CPI Group (UK) Ltd, Croydon CR0 4YY
v
This book is dedicated to the clients I have had
the privilege of working with. Without our risks, successes
and failures together in the real world of work
(not the conference-speaking circuit), these pages would be
empty – or worse, based on someone else’s theories about
reheated ‘best practice’ pulled off a dusty shelf. Thank you all
for believing in the power of the blank sheet of paper.
vi
THIS PAGE IS INTENTIONALLY LEFT BLANK
Contents
Contents vii
About the author xi
Foreword xiii
Preface xv
Acknowledgements xviii
01 1
Introduction 1
Brand and talent 1
How this book is structured 3
It isn’t complicated, it’s just hard 4
Part One 5
Brand 5
02 7
What is a brand? 7
Setting the context 7
A brief history of branding 7
Examples of great brands 10
Brand, marketing and sales 13
The value of your brand 14
vii Brand is a business management discipline 16
Brand and premium 17
Brand positioning 18
Conclusion 19
03 20
ConTenTs Defining your brand 20
Current state of practice 20
The challenge 26
Challenges with the current state 27
What’s the problem? 29
04 33
Brand delivery 33
What’s the point? 33
How? 34
How do you go about delivering your brand? 34
Guidelines 35
Customer and user experience 36
About the author xi User experience mapping 37
Customer brand engagement 40
Foreword xiii Employee brand engagement 41
05 43
Preface xv BSoracniadl manedd isao icsi aslo mciaedl icao mmunicat4i3on... technologically enabled 45
Social media as an internal tool 45
Acknowledgements xviii Social media as an external brand engagement tool 49
Summary 50
PART TWO 51
Talent 51
06 53
01 Introduction 1 The talent agenda 53
Before, during and after people join you 53
A bit of the history 54
Brand and talent 1 CLC engagement model 55
CLC’s HR EVP framework 56
How this book is structured 3 WFuhnyc tdioon oarl goawninzeartsihoinps ostfr tuhgeg bler,a tnhde na?n d talent agen5d7a 58
07 63
It isn’t complicated, it’s just hard 4 Engaging talent1 63
It is a journey 63
The employee lifecycle 64
The building blocks of employee communications 75
Before we get started... 75
Part One Brand 5 Diversity 77
Messages 79
Media 83
Measurement 83
Summary 86
02 What is a brand? 7 Are you ready? 86
PART THREE 89
Brand and talent 89
08 91
Setting the context 7 A better way 91
Making the connection 91
A brief history of branding 7 Where to begin? 92
How is this different from other approaches? 102
Examples of great brands 10 09 104
Purpose 104
A star to steer by 104
Brand, marketing and sales 13 Getting to a Purpose 105
Is your Purpose your slogan or tagline? 106
The value of your brand 14 Is this a brand model then? 106
What is a Purpose-driven brand? 106
Brand is a business management discipline 16 What evidence is there that Purpose-driven brands do any better than others? 109
Summary 111
10 113
Brand and premium 17 Ambition 113
Summary 116
Brand positioning 18 11 117
Strategy 117
Conclusion 19 What is the plan? 117
Examples 118
Summary 121
12 123
Proposition 123
03 Defining your brand 20 What is the deal? 123
Positioning 123
Proposition 127
13 129
Current state of practice 20 Putting it all together 129
Putting P-A-S-P to work 129
The challenge 26 Friction points 130
Is employer branding the right approach any more? 131
Challenges with the current state 27 One brand 131
The integrated approach 133
Network analysis 134
What’s the problem? 29 It applies to every function 137
Testing the approach 139
Summary 139
14 141
04 Brand delivery 33 TEoxoerlkciiste one: Val1u4e1 disciplines 141
Exercise two: Positioning 144
Exercise three: Purpose, Ambition, Strategy, Positioning 145
What’s the point? 33 Exercise four: Stakeholders 145
Exercise five: Messaging framework 152
How? 34 Exercise six: Bringing it all together 153
PART Four 155
Insight interviews 155
15 157
Brand and executive talent – Bob Benson 157
16 161
Brand and diversity – Beth Brooke 161
17 168
Brand, talent and the new world of work – Dave Coplin 168
18 175
Brand, talent and strategy – Mike Cullen 175
19 183
Brand in a multinational conglomerate – Mr Shriprakash Shukla 183
20 190
Brand and purpose – Michael Sneed 190
21 197
Brand and talent – Mark Weinberger 197
viii Contents
How do you go about delivering your brand? 34
Guidelines 35
Customer and user experience 36
User experience mapping 37
Customer brand engagement 40
Employee brand engagement 41
05 Brand and social media 43
Social media is social communication... technologically
enabled 45
Social media as an internal tool 45
Social media as an external brand engagement tool 49
Summary 50
Part twO Talent 51
06 The talent agenda 53
Before, during and after people join you 53
A bit of the history 54
CLC engagement model 55
CLC’s HR EVP framework 56
Why do organizations struggle, then? 57
Functional ownership of the brand and talent agenda 58
07 engaging talent 63
It is a journey 63
The employee lifecycle 64
The building blocks of employee communications 75
Before we get started... 75
Diversity 77
Messages 79
Media 83
Measurement 83
Summary 86
Are you ready? 86
Contents ix
Part three Brand and talent 89
08 A better way 91
Making the connection 91
Where to begin? 92
How is this different from other approaches? 102
09 Purpose 104
A star to steer by 104
Getting to a Purpose 105
Is your Purpose your slogan or tagline? 106
Is this a brand model then? 106
What is a Purpose-driven brand? 106
What evidence is there that Purpose-driven brands do
any better than others? 109
Summary 111
10 Ambition 113
Summary 116
11 strategy 117
What is the plan? 117
Examples 118
Summary 121
12 Proposition 123
What is the deal? 123
Positioning 123
Proposition 127
13 Putting it all together 129
Putting P-A-S-P to work 129
Friction points 130
Is employer branding the right approach any more? 131
One brand 131