The document discusses employee engagement and how harnessing a company's brand can help engage employees. It provides examples of companies that lead with purpose like Whole Foods and Southwest Airlines that have strong employer branding. Data shows that only 13% of employees are engaged worldwide and engaged companies grow profits 3x faster than competitors. The document suggests diagnosing how a company's brand can enhance engagement using segmentation to understand employee mindsets. It provides best practices like CEO engagement, collaboration between departments, prioritizing initiatives, and measuring results.