Employer and Customer Branding:

An Essential Linkage Leveraged Through Social Media


  • Anthony Auriemmo Michael Kors
  • Sayeedul Islam Farmingdale State College
  • Jennifer Auriemmo imre
  • Joseph Mazzola Hofstra Uinversity


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.

Author Biographies

Anthony Auriemmo, Michael Kors

Dr. Anthony Auriemmo is the Senior Manager of Global Total Rewards at Michael Kors where he leads the benefits strategy, incentive compensation design, and people analytics function. Prior to Michael Kors Anthony manager compensation and people analytics for a software startup (Sprinklr) and a mattress retailer (Sleepy’s LLC). Anthony earned his Ph.D. in Applied Organizational Psychology from Hofstra University and has worked as an Adjunct Professor teaching graduate courses in HR Strategy and Compensation as well as an undergraduate course in IO Psychology for Sacred Heart University and Farmingdale State College respectively.

Sayeedul Islam, Farmingdale State College

Assistant Professor

Department of Psychology

Sayeedul Islam has over 10 years of experience in a variety of corporate, academic, and applied settings. He completed his Bachelors in Economics from Rutgers University, his MBA in Human Resource Management and a Masters of Arts in Industrial-Organizational Psychology from Fairleigh Dickinson University. He completed his PhD in Applied Organizational Psychology from Hofstra University.

He is currently an Assistant Professor of Industrial Organizational Psychology at Farmingdale State College. In addition to his role as a professor, he is a co-founder and a Principal Consultant with Talent Metrics. In his role at Talent Metrics, he collaborates with organizations through consulting engagements in training and development, selection, and team building. He is a passionate advocate for the field of I-O Psychology. He currently serves as the President of the Long Island Chapter of the Association for Talent Development.

Jennifer Auriemmo, imre

Jennifer began her career working for a publicly traded consumer brand manufacturer where she guided their social strategy across all of their brands. In 2015, Jennifer accepted a new role as a marketing consultant focused on social strategy. She has guided multiple brands in many industries through social landscape, which included brands operating in heavily regulated industries where mistakes can be much costlier. Today, Jennifer continues to work as a consultant for imre.

Joseph Mazzola, Hofstra Uinversity

Mr. Mazzola is currently earning his Master of Arts in Industrial-Organizational Psychology at Hofstra University. In addition to working on his coursework as a part-time student, he is also a full-time Learning Solutions Associate at the American Management Association, based in Times Square. Working in the field of training and development, he has an affinity for life-long learning.