In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an organization step-by-step instruction on how to motivate employees to consistently deliver the experience the customer brand promises. By building the employer brand from inside the business - ensuring consistent authenticity, substance, and voice throughout the business - any organization can unleash a powerful tool to emotionally engage employees and recruit and retain the best people.