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How to get employees to live the brand: Employee engagement and the role of the CEO
Journal of Education Advancement & Marketing,
1
(3),
236-248
(2016)
Abstract
Whether one is employed in a nonprofit or for-profit organisation, inspiring employees to live the brand requires an orchestrated coordination of brand values, employee engagement, organisational culture and leadership style. This paper demonstrates how a strong organisational brand highlights the role of the CEO and executive team in engaging employees. Several for-profit and nonprofit organisational examples are provided — Blue Cross Blue Shield, Disney, California Dental Association, Lululemon, Rush University Medical Center, Stamford University, Southwest, World Wildlife Fund and Zurich — and concepts are applied to the current stage of the College of American Pathologists (CAP). Specific concepts include authenticity, elevator pitch, storytelling and brand ambassadors.
Keywords: living the brand; employee engagement; organisational performance; CEO role; storytelling
The full article is available to subscribers to the journal.
Author's Biography
Mary Katherine Krause is vice president for communications at the College of American Pathologists (CAP) and is responsible for planning, developing and executing internal and external communications, branding, media relations and crisis relations, and has been instrumental in the rebranding initiatives of two organisations. She is Assistant Professor in the Department of Health Systems Management at Rush University in Chicago, and has taught courses in healthcare organisation, healthcare management ethics and professional skills. With over 25 years in nonprofit-related healthcare management, Mary Katherine has held leadership positions in administration (communication, education, philanthropy and physician relations) and university relations and is passionate about combining peer-reviewed theory with case studies for practical application. She holds a Master of Science degree in Health Systems Management from Rush University in Chicago.
