Business leaders today are beginning to appreciate something recruiters have known for a long time: the importance of reputation management.
In recruiting, we sense the impact of a company’s reputation when we qualify prospects. Candidates, often familiar with the company presented, have heard the opinions of friends and they’ve researched the company online.
When presented a job opportunity, candidates will often relate positive things they’ve heard about a company. However, candidates also share negative impressions they’ve heard, such as:
- There are management problems,
- High turnover,
- The company is going through a major upheaval,
- Departments are understaffed,
- Excessive travel requirements,
- Employees are overworked, and more.
Frankly, these sorts of complaints can be made about all companies at different times. Candidates often need to be reminded that solving these problems is often one reason the company is looking to bring new talented people on board.
A negative reputation creates two problems:
Many professionals won’t apply to a company they’ve heard bad things about. It’s easier to avoid rather than explore.
- Publish and circulate positive news about your company. Social media, industry news channels, and press release services are useful. Actively engage professionals during industry events.
Those who do apply won’t ask about the negative issues that concern them.
- Be proactive and ask candidates if they’ve heard anything about your company that concerns them. Acknowledge any problems and explain how they have been addressed. Perhaps there’s new management. Maybe a reorganization is now complete.
By addressing these issues, you have a better chance of bringing the best people on staff, and when they show up for their first day, they’ll come in with the right attitude and expectations.