Corporate reputation and Employer Branding, discover the differences
By now, we are sure that you already know what Employer Branding is and all the advantages of implementing a good strategy in your company. Truth?
In this article we want to talk about another issue, the impact that Employer Branding has on the corporate reputation of a brand. Do you think it is the same? What are their differences? What’s more, is it the same? Keep reading and we will tell you all about corporate reputation and Employer Branding.
Corporate reputation, much more than the image you have abroad
Undoubtedly, all companies need to have a good reputation, so that they can provide that confidence and security that their (potential) client needs to carry out any transaction with it.
And, as with people, reputation is the opinion, idea or concept that people have about a person or a company. And this is essential for any company. In addition, it is extremely delicate.
In fact, Warren Buffet said it takes 20 years to build a reputation, but it takes five minutes to throw everything we’ve done before to the ground. Taking this into account, you will surely realize how important it is to work it properly.
Today more than ever, with the large number of companies that compete with yours and at a time when consumers make their purchasing decisions based on brand or reputation rather than promotion, corporate reputation management it is an obligation. Also, keep in mind that the reputation of your company can affect a myriad of aspects, from the benefits obtained to the achievement of the best talent, something that can be achieved by implementing Employer Branding strategies. We can, therefore, conclude that Employer Branding is a tool that tries to improve the reputation of a company. Therefore, we say that corporate reputation and Employer Branding are not the same, but they are aspects that are closely related.
Some fundamental keys to corporate reputation
Managing the corporate reputation of a brand implies the need to implement and combine different strategies to give rise to the perception that we want the consumer to have of our brand.
Without counting on the relationships that are established through the media, public relations and the distribution of press releases, reputation can be managed using web positioning, listening and active participation in social networks, Employer Branding, as well as creating an appropriate customer experience. All of this is part of a single holistic process.
Whether all this is familiar to you or if you are taking the first steps in terms of corporate reputation and Employer Branding, I am going to leave you some keys that will be great for you.
Listen to what the consumer has to tell you
Managing corporate reputation requires companies to listen to the people who support their business: customers, employees, stakeholders, and local communities.
Your brand’s ability to listen to customers, in particular, is critical. This is why you should consider customer feedback to be very valuable. This will provide you with the essential data to understand and improve the customer experience. Therefore, you should monitor, manage, collect and analyze any reviews, social media comments, survey responses, call center notes, customer phone calls and emails, and other forms of customer feedback.
All this can give you many clues on how to approach the user and to know first-hand what he needs.
Corporate reputation and Employer Branding
Corporate reputation can determine your ability to recruit and retain the best talent. Today’s business managers understand that this type of hiring advantage is one of the keys to business success and growth. That is why Employer Branding has become a key area to focus on for organizations.
According to Glassdoor, 69% of candidates would reject an offer from a company that does not have a good corporate reputation and Employer Branding, even if not accepting it causes them to remain unemployed.
But this is much more than posting job openings on LinkedIn or designing a fancy career page. Building the employer brand involves understanding your company’s value proposition, listening to employee feedback, and fostering an organizational culture that promotes shared values.
Participation in the community
While it may not sound like a clear and immediate benefit to participate in the community, different charity events or campaigns without plastic, these actions could translate into a higher market value or a better perception of the brand by the consumer. It can do wonders for your corporate reputation and Employer Branding.
Candidates or users are much less likely to want to have any kind of relationship with a company that does not assume social responsibility.
On the other hand, companies that can demonstrate their ethical and community commitment are more likely to have a stronger corporate reputation and attract clients who care deeply about what a company stands for.
Corporate reputation also comes from customer experience
Providing customers with an experience worth mentioning is one of the easiest ways to improve your corporate reputation.
It is important to try to see through the eyes of your clients and link their experience to business results and corporate reputation. With proper customer experience management, your company can meet and exceed customer expectations, helping to increase satisfaction, drive loyalty, and reduce churn.
With the right attitude and a serious commitment to putting customers first, you can create great moments of customer satisfaction while enhancing your corporate reputation.
As you can see, corporate reputation and Employer Branding are not the same. The first supposes something much broader, while the second is a tool that will allow us to improve it enormously.