HR Professional - December 2007/January 2008 - (Page 47)

OFF THE SHELF WHAT’S WORTH READING Leadership Brand: Developing Customerfocused Leaders to Drive Performance and Build Lasting Value Dave Ulrich and Norm Smallwood Harvard Business School Press, 2007 Companies have long focused on developing their brand image to sell more products and have even turned their attention to building employer brand image to win over potential employees. But authors Dave Ulrich and Norm Smallwood feel more effort should be paid to developing a leadership brand, “a shared identity among an organization’s leaders that distinguishes what they can do from what their rivals can do.” In their new book, Leadership Brand, Ulrich and Smallwood illustrate how to build an ongoing roster of leadership talent in your organization to gain competitive advantage. They advocate shifting focus away from individual leaders to leadership on a larger scale. Individual “celebrity” leaders do not represent leadership because they cannot guarantee there will be successful future leaders within an organization. In order to deliver intangible value to investors and customers and differentiate a ﬁrm from its rivals, a leadership brand needs to be in place to bridge customer expectations and employee and organizational behaviour with the leadership’s identity. The authors stress the responsibility of leaders to build a leadership brand within a company, and lay out a six-step process for readers to follow. The process starts with building a case for a leadership brand; creating a leadership brand statement; assessing leaders against the brand; investing in the leadership brand; measuring the investment; and building brand awareness with key stakeholders. This is not a quick ﬁx. Building a leadership brand requires full-scale support from the board of directors, the CEO and the head of HR. The authors build their theory with case studies, making Leadership Brand a compelling resource for developing strong leadership within an organization. —Nova Liu CUTTING EDGE You are a human resources professional. You have an important matter which requires representation you will be confident with. We Practise At the Divorce Survival Strategies Kuretzky Vassos Henderson LLP is widely recognized as one of Canada’s leading employment and labour law boutiques. We practise at the cutting edge assisting a wide spectrum of clients ranging from major corporate employers through to individual plaintiffs. Our practice includes employment contracts, wrongful dismissal, collective bargaining, labour board applications, arbitrations, adjudications, employment standards, health & safety, human rights and ADR. To discuss what we can do for you, call Kuretzky Vassos Henderson LLP at (416) 865-0504. “Thank you for the great work you did on preparing my documents for court. The document you prepared was brief, to the point and well written. When I received it I was very impressed and pleased. Upon reading the endorsement I noted that for the ﬁrst time in 13 years my former partner must ﬁnally produce his ﬁnancial statement and notices of assessment. In our community this is truly miraculous. Thank you again.” M.B. “It is estimated that approx. 40% of your employees will be going through separation or divorce at one time or another. During this time they can lose up to 30% of their productive man hours worrying and doing things that are not necessarily in their best interests. The Family Law Centre helps organizations keep their employees at the optimum level of reaching their objectives therefore decreasing their stress and increasing their productivity. Call the Family Law Centre and let us show you how to help you employees through one of the most difﬁcult times of their lives.” KURETZKY VASSOS HENDERSON LLP Suite 1404, Yonge Richmond Centre 151 Yonge Street, Toronto, Ontario M5C 2W7 Telephone (416) 865-0504 Facsimile (416) 865-9567 www.kuretzkyvassos.com w w w . H RT houghtLeader. c om www.ﬂcdivorce.com 348675_FLC.indd 1 toll free 1-866-459-4529 D e ce mb e r 2 007/J a n u 9/25/07 10:16:43 PM a ry 2 008 47 http://www.HRThoughtLeader.com

Table of Contents Feed for the Digital Edition of HR Professional - December 2007/January 2008

HR Professional - December 2007/January 2008 Contents Editor's Letter Contributors Leadership Matters Website Did You Know By the Numbers Technology Study News: Ontario Regulatory Enforcement Compensation News: Postponing Retirement Legal Compensation On Message Public Image Ltd. Building Brand Equity Research Strategy HR 101 Interview with Marshall Goldsmith Off the Shelf The Last Word

HR Professional - December 2007/January 2008

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