Table of Contents
Chapter 1: Know Your Employees
What Demographics Can Reveal About Employees
What You Can Learn from Demographics
Four Key Demographics to Explore
Use Focus Groups to Explore Needs and Preferences
Guidelines for Conducting Focus Groups
Checklist for Knowing Your Employees
Chapter 2: Treat Your Employees Like Customers
How to Sell Employees on the Value of Working for Your Company
How Marketers Begin: By Knowing Their Customers
Four Ways to Treat Your Employees Like Customers
Checklist for Treating Your Employees as Customers
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