Employer Brand Management: Practical Lessons from the World's Leading Employers

Chapter 9Engagement and Retention

‘Knowledge workers cannot be satisfied with work that is only a livelihood.’

Peter Drucker

The lives of two friends are threatened by a strange new force in the world. Leaving their old lives behind, they set out on a journey to an unfamiliar new world, where they make new friends, confront many challenges, learn a great deal about themselves and what they are capable of, and ultimately triumph.

If you've seen The Internship you may recognize this as the story of Billy (Vince Vaughn) and Nick (Owen Wilson) whose previously contented careers as watch salesmen are destroyed by the rising power of digital commerce. They set out on a journey through the strange world of Google where, with the help of new friends, they do battle with a host of tech-savvy geniuses. They learn, they adapt, they put new ideas to the test, and ultimately they succeed in overcoming the force that had previously appeared such an insurmountable threat.

Or if you're a Lord of the Rings fan, you may recognize the story of Frodo and Sam whose quiet lives in Hobbiton are brought to an end by the rising power of Mordor. They set out on a journey through strange new worlds, finding fellowship along the way, and doing battle with goblins, trolls and orcs. They learn, they adapt, they put new ideas to the test, and ultimately they succeed in overcoming the force that had previously appeared such an insurmountable threat.

I'm not suggesting that The Internship was modelled on