Employer and Customer Branding:
An Essential Linkage Leveraged Through Social Media
Human resources and marketing are in periods of need to unite their strategies as technology evolves and becomes further embedded in society. These advances have increased the need for better alignment between the employer and consumer brands of organizations. The authors propose a model to increase brand alignment between an organization’s human resources and marketing functions. Social media is highlighted as a medium through which human resources and marketing messages may be aligned most effectively. This paper uses a case study approach to explore the issue of brand alignment, referencing the experiences of three operationally distinct organizations. Case studies from two technology firms and a global consumer brand are used to delineate the specificities of the model. Recommendations for using social media as a tool to engage customers and employees are explored. An agenda for best practices for effective brand alignment between human resources and marketing is offered.
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