What Is a Brand Reputation?
Brand reputation is the public perception of your brand or your company. It includes how employees, partners, potential candidates and customers think and feel about your brand. Reputation is influenced by multiple things, such as your brand voice, logo and social media presence, but also how good you are at customer service and implementing positive employee policies.
Brand reputation plays an essential role in whether the public considers your brand trustworthy. By having a positive reputation, people will more likely want to cooperate with you and recommend you to others. A negative overall brand reputation, on the other hand, can decrease sales, deter candidates from applying and damage your brand.
Today, building an authentic employer brand reputation that combines different strategies is crucial. Telling the story of your company and company culture is crucial to attracting the best talent.
The Role of Positive Candidate Experience
A candidate experience involves a series of communication and interactions that job seekers have with your company during the recruiting process. The candidate’s experience is also encompassed in these critical elements:
- The job application process
- Having a smooth applicant tracking system
- Job advertisements
- Good communication with HR professionals
- Notifications about the applicant’s status
- Transparency and responsiveness
Overall, a positive candidate experience offers honest and consistent communication with candidates throughout each step of the recruiting and hiring process and also increases customer satisfaction and customer loyalty.
The Role of Employer Branding
Good employer branding carries plenty of benefits for costs per hire and retention rates. It helps reduce employee turnover rates by up to 28% and reduces the cost per hire by almost double.
The reason behind this is simple: the better you are at building a strong employer brand, the more likely you are to attract qualified candidates and retain your top talent. Brand reputation is the perception of your brand in the minds of partners, future employees and consumers. A company with a good brand reputation can quickly gain people’s trust and boosts word-of-mouth promotion. Additionally, brand reputation influences almost every aspect of a company, including its success and profitability.
Brand reputation directly impacts trust and credibility, which means that if your brand has a good reputation and people recommend it, more people will trust you and see you as their preferred choice.
The Impact of Positive Candidate Experience on Employer Reputation
Employees are more likely to remain in your company if their role aligns with the job description they applied for. If the job description is unclear, it contributes to a negative candidate experience and, essentially, a negative impact on the employer’s reputation.
Today’s job applicants prioritise company culture, and their experience is your first chance as a company to make an excellent first impression of the company’s dynamic vision and mission. Candidates want to work for companies whose goals align with their beliefs, and it is also crucial for them to work in a place where mental health and well-being are prioritised.
Data shows that new hires decide in the first ten days whether they want to stay in their role or not. They will likely settle in their new team if they feel included and welcome to share their goals and opinions. That is why good communication and candidate experience are essential to promoting and uplifting an employer’s reputation. The hiring experience is a clear picture of your company culture, so candidates need a better understanding to envision a future at your company.
The Dangers of a Poor Reputation
Poor reputation is a severe issue companies face. A good brand image is an essential asset for any organisation as it can maximise the conversion of leads and increase profits.
Hiring managers need to be highly knowledgeable about building a positive brand reputation and should teach employees how to represent the company and effectively enhance their reputation.
Having a poor brand image can harm your company’s reputation. In today’s world of online reviews and social media posts, paying attention to how people perceive your business and developing strategies to improve and enhance positive employer branding and a good brand reputation is vital.
Strategies to Improve Candidate Experience and Employer Branding
A proper plan is vital in building a great brand reputation. Below, we cover some of the most effective methods and reputation management tools.
- Establish a solid brand identity – developing a positive reputation showcases your company’s values and principles and will help you establish a clear language, logo, colours and brand voice
- Be present on multiple social media platforms – social media is the most commonly used tool for building strong employer branding. It is essential to establish a strong online presence to gain customer loyalty and a positive brand reputation
- Ask for feedback – sending out a survey and receiving positive reviews can immensely help build brand reputation
Although there are plenty of strategies to implement, take time to understand which will work best for your company and brand.
Once you implement strategies, it is also essential to measure brand reputation and implement various online reputation management protocols that will show you the data on how well your strategies are working.
Employer Branding and Candidate Experience in the Remote Work Era
Remote candidate experience is also significant as it directly impacts the company’s ability to attract and retain top talent. A poor candidate experience, as we know, leads to a negative image about your company, making it hard to attract candidates in the future.
Remote candidate experience impacts the employer’s reputation and how it is perceived by current and potential employees. A poor remote candidate experience can just as easily damage the employer brand and lead to a negative perception of your company.
Creating a positive candidate experience is crucial for remote job applicants. It increases the likelihood of faster job acceptance and longer retention.
The Lasting Effects of a Positive Employer Reputation
For many potential employees, a company’s online presence and brand image is their first interaction with the business and can quickly determine whether they decide to pursue a career with the company. If a potential candidate or even potential customers find negative reviews or testimonials about the workplace, they will be less likely to want to join your team.
Your employer brand is a combination of how you want other people to perceive your company and how truly people see your company. To be deemed trustworthy, you must have a well-defined brand that will bring long-lasting positive effects. A good reputation will help you attract and retain talent, but it will also help you enhance profitability. Also, partners and investors may research your company online before scheduling a meeting, not just potential candidates, which is why positive reviews and a positive brand reputation are crucial.
Olive Recruit is Partnering with Employers with Great Reputations
Olive Recruit always strives to partner and cooperate with companies with a positive employer brand, and we match top talent with expert companies for long-lasting cooperation, trust, and dedication.
We provide staffing solutions for companies across the UK. To learn how we can help you, contact us today.
