Index
A
advertising, television, 124
American Compensation Association (ACA), 63, 165
anthrax, 57-58
attorneys, corporate, 57
conflict with HR interests, 58
Austin, Jane, 70
authority, questioning, 59
Index
B
Barrett, Colleen, 126, 141
benefit plans, 162-163
building career growth through, 170
communicating to employees, 169
as competitive differentiating factor, 168
poor, 169
"Best Company"
defining qualities of, 160-161
perks at a, 162-163
"Best Company" lists
benefits of being on, 157
downsides of, 157
looking beyond, 159
bosses
imperfect, 28-29
serving the agenda of, 28, 29
working with difficult, 29
branding
employee initiatives through, 128-129
as HR tool, 125
at Southwest Airlines, 108, 125-126
at Yahoo!, 152
brand promise, packaging the, 129-130
buddy system, 96
Burk, Larry, 64
business objectives, relating HR to, 40
Business 2.0, 11
Index
C
career
growth, 78, 79
keeping perspective on one's, 239-240
one-job lifespan of, 78-79
steps for enhancing one's, 238-239
CEO
determining the concerns of, 73
high expectations of, 76
interest in "people issues," 72
making HR agenda attractive to, 74
relationship with HR, 15, 71
resistance to HR initiatives, 72
Certification, 50-51
importance of, 51
significance to job applicants, 51
change agent, 92
commercials, see advertising
communication
finding best mode of, 40-41
company values, determining, 14
compensation cons of using only financial, 166
intangible, 167
competition
dangers of, 44
ethics of corporate, 43
knowing your, 45-46
principles of, 44-45
competitiveness, effective, 46
confidential information
examples of, 7
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