The confluence of events that have reshaped the world of work\u2014the pandemic, a renewed push for social justice, a rising awareness of corporate social responsibility, and the increasing interconnectedness of our world\u2014have all worked together to make how an organization is positioned in the public eye a major factor in the success or failure of its people strategy.<\/p>\n
According to recent research from Glassdoor, 86% of women and 67% of men in the United States wouldn\u2019t work for a company with a bad reputation. That\u2019s a staggering statistic when you think about the current hiring conditions facing employers\u2014from the Great Resignation to \u201cquiet quitting,\u201d HR and recruiting professionals across industries are struggling to get talent in the door, and keep them, in the wake of pandemic-driven shifts. These are also responsible for heightening the focus on brand awareness: As the pandemic prompted more employees to reconsider the purpose of the work that they do, the mission and values of an organization subsequently became more important: For instance, a recent study by Qualtrics found that employees whose values align with that of their employer are nearly three times as likely than others to recommend the organization as an employer; they\u2019re also more engaged and less likely to leave the company.<\/p>\n
So, how can organizations avoid brand pitfalls and instead maximize the people potential of a positive public brand? Here are three suggestions:<\/p>\n
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If your company\u2019s public image isn\u2019t exactly what you would like it to be, it may be time to dig deep into the organization\u2014its mission and values statement\u2014to get to the heart of the problem. A written vision of what the company stands for shouldn\u2019t just be a check-the-box type of \u201cmust-have\u201d: The values on which an organization is founded, and the mission that they fuel, should be a living, breathing part of the organization\u2014something that drives the work of employees, managers and leaders every day. When there\u2019s a disconnect there, that could be putting your brand reputation in jeopardy.<\/p>\n
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Just like values and mission, the organizational culture at your company is key to reputation. When employees are excited to come to work\u2014because they feel like they belong, they\u2019re valued and they\u2019re contributing to a greater purpose\u2014they\u2019re able to bring their best selves to their job, which in turn influences customer interactions and, ultimately, public perceptions. But, if the culture does not align with what your workforce is looking for, productivity, engagement and more will suffer. So, take a hard look at your culture\u2014what it feels <\/em>like to work at the company, informed by everything from performance management to policies\u2014and ensure you\u2019re hearing the voice of your employees if you take on a culture transformation project.<\/p>\n <\/p>\n If your employees and customers aren\u2019t recognizing your brand for what you\u2019re hoping it to be, it may require a refresh of your communication strategy. From your internal messaging to your social media to your job postings and more, your brand should be consistent, recognizable and easily conveying who the company is and what it stands for.<\/p>\n","protected":false},"excerpt":{"rendered":" Brand reputation has always been an influencing factor in a company\u2019s ability to attract and retain top talent\u2014but never more so than in the last few years. The confluence of events that have reshaped the world of work\u2014the pandemic, a renewed push for social justice, a rising awareness of corporate social responsibility, and the increasing…<\/p>\n","protected":false},"author":3,"featured_media":14348,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-11461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-integrity-insights"],"yoast_head":"\nCommunicate proactively:<\/h2>\n