11 Jul 2005 -
Recruiters Network (www.recruitersnetwork.com) has recently featured a list of the most insightful books on marketing and communication for HR professionals. Number one on the list of seven books is Nicholas Ind's Living the Brand, of which they write:
'Instead of the traditional focus on advertising and marketing, Nicholas Ind approaches branding from a human resource perspective. Ind identifies an organization's workforce as a powerful branding asset. Ind's view of branding is particularly compelling for organizations (e.g., healthcare and higher education) whose customers and employees live and work in the same community (real or virtual). In this book, Ind identifies the steps an organization can take to convert employees into brand advocates.'