The introduction of digital marketing has made the business environment more competitive for companies to promote their products and/or services. With more companies fighting over the attention of their target audience, the consumer is constantly bombarded by advertising. As a result, consumers have conditioned themselves to trust messages that come from real people versus corporate advertisements. In addition, social media has made it easier for people to assess a company’s brand for themselves. When consumers publish their experiences with a particular product or service, it either has a positive or negative influence on how a company’s brand is portrayed. However, companies that empower their employees to brand themselves can better influence their target audience by leveraging human resources to build, promote, and control the company’s brand.