Book description
Instead of thinking of Human Resources as a kind of upgraded personnel department it can be thought of as an analogue to marketing. Just as the Chief Marketing Officer curates an experience to get the best lifetime value from customers, the head of HR can curate an experience to get the best lifetime value from employees.
This book explores this new model and titles its leader as "The CMO of People." This new title encapsulates a business focused people function that has learned from the proven tools of the marketing function. The CMO of People creates a predictable and immersive employee experience that drives productivity and performance. In this pathbreaking book, Peter Navin and David Creelman discuss
- How to create a predictable and immersive end-to-end experience for employees
- How a CMO of People can overcome barriers and drive performance
- Why we need to structure the HR department differently
- How to find unconventional people to staff this unconventional model
For a review of the book on the HR Bartender blog click here:
https://www.hrbartender.com/2019/career-development/human-resources-future-skills/
Table of contents
- Cover
- Title Page
- Copyright
- Dedication
- About De|G PRESS
- Acknowledgments
- Contents
- Preface
- Chapter 1: What Is a “CMO of People”?
-
Chapter 2: Impacting the Business as a CMO of People
- What Impact Can an Elevated HR Function Deliver?
- Fundamentals of the CMO of People Model
- Putting a Dollar Figure on the CMO of People’s Impact
- Priorities of a New CMO of People
- Stories that Tell the Tale
- The CMO of People Organization Chart
- Examples of How the CMO of People Drives High Performance
- The Product Approach to HR Deliverables
- Challenges of Bringing the CMO of People Model to an Organization
- Takeaways
-
Chapter 3: How a CMO of People Designs the End-to-End Employee Experience
- Why the End-to-End Concept Is So Useful for the CMO of People
- How to Map the Employee Experience
- The Importance of “Predictable” and “Immersive”
- How to Create the Discipline Needed to Make the End-to-End Experience a Reality
- How to Create a Brand Book
- How to Design the Job of Employee Brand Director
- The Concept of Sustainable Foundations
- Doing It Right the First Time versus Iterating Forward
- Making It Happen
- Outside Perspective: Gregg Gordon
- Takeaways
-
Chapter 4: New Points of Leverage
- A Non-Traditional View of HR Leverage
- Using the Relationship with the CMO to Get Results
- Using the Relationship with the CFO as a Lever
- Using Real Estate and Workplace Services as a Lever to Enhance the Employee Experience
- How CSR Strengthens an Immersive Experience
- Lessons in Elevating the HR Function
- Takeaways
-
Chapter 5: Why Analytics Comes First
- Why Analytics Is a Priority
- An Analytics Dashboard
- Top-of-Funnel Analytics for Talent Acquisition
- Lifecycle Analytics for Brand and a Predictive, Immersive Experience
- Lifecycle Analytics for Corporate Social Responsibility
- Lifecycle Analytics for Real Estate and Workplace Services
- Business Impact Analytics about Impact, Efficiency, and ROI
- Outside Perspective: David Green
- Takeaways
- Chapter 6: Case Study on a Mosaic of Measures
- Chapter 7: How We Handled HR Technology and Processes
-
Chapter 8: Unconventional HR Leaders and the Role of the CEO
- Why Your Company Might Want an Unconventional CHRO
- How to Convince a Non-HR Professional to Lead HR
- Is the CMO of People Role Right for You?
- How to Grow HR Leaders Who Understand Business
- How It Can All Go Wrong
- A Method for Mitigating Risk
- What Should a CEO Ask of HR?
- How the CEO Contributes to the CMO of People’s Success
- Takeaways
- Chapter 9: How to Build an Unconventional HR Team
- Chapter 10: Contrasting Models for the Future of HR
- Chapter 11: Conclusions
Product information
- Title: The CMO of People
- Author(s):
- Release date: October 2018
- Publisher(s): De Gruyter
- ISBN: 9781547400539
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