CORPORATE REPUTATION VS. RECRUITMENT: MEASURES TO IMPROVE YOUR CR

CORPORATE REPUTATION VS. RECRUITMENT: MEASURES TO IMPROVE YOUR CR

The reputation of an organization can be shaped, determined and changed with the influence of many factors which can be external or even internal. The bodies of stakeholders depend and lie on how far these factors influence to change and challenge the reputation of their company. According to Gerry Johnson, corporate personality, identity and image are the rings which create this profound chain of corporate reputation, where everything is contingent and dependent on one another.

According to Doorley and Garcia (2007) corporate reputation is an asset which is built over time, with the messages channeled and communicated with the reality of the organization. Both these elements shape the perceptions of all stakeholders, this is argued by various authors when it comes to reputation management. It is always not about PR and CSR, this is formulated from the core right from the start.

The most concerned stakeholders are the employees and the consumers in this case. Where employees research on the company background, so as the working climate before posting their job application on a vacancy. Higher the corporate reputation is makes the recruitment process easier for the HR and the job hunters to play the roles.

Online Reputation Management
Online reputation management is a science, with procedures and actions that balance on the edge of a
pin. If not done right it all comes crashing down with no results, or worse, negative results (Pownall, 2015).

Recommended strategies to improve a corporate reputation for a company

Improving Marketing Communications

• Establish a global communication system by actively engaging with the community by sharing their actions and NEWS stories on the locally established social channels.

• Subscribing for “Hootsuite” or “Social Mention” to keep in track of the social communication as depicted on the Digital Marketing Radar

• Develop a LinkedIn Corporate Page and keep it posted and active with the other social channels, link the channels. As companies requires a strong restructure with a new approach by knotting with the internal culture by making the staff to get involved in building up the LinkedIn corporate network, the CSRs projects, awareness programs and job opportunities.

• Investing in a reputation management team or provide a training for the current PR team, to actively engaged with managing CR on media, recently Nestle handled the damaged caused to the Milo brand by the president with marketing & crisis communications and bounced back even stronger with its effective PR team’s effort (Srilankamirror, 2017).

Other additions and notes to support the proposed strateg

•     Avoid unconventional PR
•     Target market blogs
•     Community building via social media

Influence of social media on corporate reputation of companies (Nielsen, 2014)

Defining Thought Leadership

Cultivating a profound thought in the leadership and to the society, with an enhancement for organizational communication, creates a collaborative strategy. This acts upon all stakeholders of your company, will extend to revamp management communications and ultimately impact the corporate reputation, brand and sustainability of the business. 

Conclusion

Managing a corporate reputation effectively has gained good for all the top notch companies listed on Forbes or even Business Today. Job seekers always try to get in to a renown company with such ethical policies and friendly working environments. The element of corporate reputation has become a critical subject that companies effectively link it with their corporate goals. Yet small scale companies ignore this whilst some unknowingly manage its PR by engaging in social activities. After all, it is just a matter of being ethical and showing it to the world, that we are good and join us in our journey.

Source- written by the author 



References 

Doorley, J. and Garcia, H.F. (2007) Reputation Management: The Key to Successful Public Relations and Corporate Communication, 1st edn., : Routledge.

Reputation Institute (2017) The role of social media in reputation management , Available at: https://www.reputationinstitute.com/: Reputation Institute. (Accessed: 7=8th May 2018).

Sri-Lanka Mirror (2017) Don't give Milo to children, president tell parents , Available at: http://www.srilankamirror.com/news/5793-don-t-give-milo-to-children-president-tells-parentshttp://www.srilankamirror.com/news/5793-don-t-give-milo-to-children-president-tells-parents(Accessed: 7th May 2018).

The Nielsen Company (2016) Nielsen Sri Lankan Survey, Colombo: Nielsen.

Pownall, C. (2015) Managing Public Relations, 1st edn., NY: Palgrave Macmillan.