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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Internal Branding at Yahoo!: Crafting the Employee Value Proposition
內容大綱
In 2001, Libby Sartain, chief people officer, arrived at Yahoo! to find a demoralized Internet company without a well-defined culture, a coordinated method to communicate with employees, or developed processes, policies, and procedures. In Sartain's first year at Yahoo!, the company was sent reeling by the collapse of the dot-com bubble. For the first time in its history as a public company, Yahoo! was forced to lay off a substantial part of its workforce. Predictably, morale at Yahoo! was shaken. There was also uncertainty at the senior executive level. Many of the company's top officers departed during the turmoil, leaving the newly installed chairman and CEO, Terry Semel, with an incomplete executive team. Moreover, Semel had yet to articulate his vision and strategy for the company, and the economic landscape was deteriorating. Almost three years had passed since Sartain's arrival, and the company overcome some crucial challenges. For the moment at least, it seemed the worst was over. Sartain had been working hard at launching an internal branding campaign at Yahoo! to transform the company's start-up culture into a more traditional one.