In a recent American Marketing Association journal article titled ‘Taking Care of Their Own’, Christine Birkner explores the relationship between the corporate brand and social responsibility. Specifically, Birkner claims that brands like Costco and Starbucks (which empower employees through benefit packages that contain healthcare and other elements) tangibly benefit by treating their employees well while other brands (notorious for cutting employee benefits) like The Home Depot and Wal-Mart experience the opposite. Birkner claims that employees that feel valued by their employers will perform better on the job. She goes on to state that treating employees well will attract skilled workforce talent, and that the employees of a company will become brand ambassadors by spreading their positive reflections of the company in response to being treated fairly by their employer. She notes that Costco has put no money into marketing the way it treats its employees, and yet it is well known that this wholesale giant is consistently rated close to the top for employee happiness and satisfaction. But Birkner’s claims are not just conjecture, she cites hard statistics from a 2014 study that back up her claims: 82% of consumers consider a company’s employee treatment and CSR practices in deciding where they will shop. Based on Birkner’s observations it is clear that there are benefits to treating employees well. The perceptions that one’s employees hold towards their employer are reflected outwards into the world. An unhappy employee will not exude the values that a company may want associated with their brand, and consequently, the perception of the brand in the minds of consumers may change in an undesirable fashion. Consequently, it is advisable that our company engages in an anonymous employee happiness audit to determine current employee satisfaction. The purpose of