In order for a business to succeed – and hire top talent to drive results – a strong reputation is essential. An organization can achieve its objectives more easily if it is known as a leader among all its stakeholders, including current and potential employees as well as external customers, suppliers, influencers, and industry and community opinion leaders.
Credible, Reliable, Responsible & Trustworthy
In a recent survey, 95 percent of chief executives stated a belief that corporate reputation plays an important or very important role in the achievement of business objectives.
As noted by Professor Charles Fombrun of the Stern School of Business at New York University, “A reputation develops from a company’s uniqueness and from identity-shaping practices, maintained over time, that lead stakeholders to perceive the company as credible, reliable, responsible and trustworthy.”
The following elements of a positive reputation are instrumental in the eyes of potential job candidates:
- Ethics: An organization behaves ethically and is worthy of trust and respect. Trust is established by keeping your word not matter what when it comes to providing service, paying vendors when due, and keeping customer promises. Word will reach potential candidates – who, by the way, likely either are or have been customers or know someone who is.
- Employees and workplace: A company is staffed by a talented workforce, treats its people well, and has an appealing environment. Take care of your employees; they are your best ambassadors.
- Financial performance: A business is fiscally strong and has a record of profitability and promising growth prospects.
- Leadership: A company is a leader in its industry, known for ground-breaking innovation and creativity.
- Management: Likewise, managers have a clear vision for the future and are ground breakers, rather than passive followers.
- Social responsibility: An organization continuously works to enhance its triple bottom line, supporting the economy, social causes and the environment.
- Customer focus: A company is strongly committed to its customers, both end users of its products and services and, equally important, its workforce.
- Quality and reliability: A business delivers only high-quality products and services, stands behind them, and provides consistent service.
Begin thinking about reputation management even before you begin hiring. Because when you find your next superstar, you’ll need assurance that they want to work for your company just as much as the company wants them. In fact, a key aspect of your overall business strategy should be a continual focus on how your organization is perceived. Beauty – and shining reputations – are in the eye of the beholder. And, they’re built on quality, truth and respect.
To learn more about optimizing your corporate image and reputation as you develop best practices in staffing, contact the expert team at Employment Professionals Canada.