Show simple item record

dc.contributor.authorAuriemmo, Anthony
dc.contributor.authorIslam, Sy
dc.contributor.authorAuriemmo, Jennifer
dc.contributor.authorMazzola, Joseph
dc.date.accessioned2018-10-02T17:40:20Z
dc.date.available2018-10-02T17:40:20Z
dc.date.issued2018-04-10
dc.identifier.otherhttp://jmi.mercy.edu/index.php/JMI/article/view/56
dc.identifier.urihttp://hdl.handle.net/1951/70463
dc.description© The author(s). This article is licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.en_US
dc.description.abstractHuman 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.en_US
dc.language.isoen_USen_US
dc.publisherJournal of Management and Innovationen_US
dc.subjectsocial mediaen_US
dc.subjectbrandingen_US
dc.subjectemployer brandingen_US
dc.subjectemployee experienceen_US
dc.subjecthuman resourcesen_US
dc.subjectmarketingen_US
dc.titleEmployer and customer branding: An essential linkage leveraged through social mediaen_US
dc.typeArticleen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record