The Role of HR in Reputation Management

Most people think of recruiting and hiring when it comes to the HR department of any given company. But HR needs to be involved in much more than just interviewing potential employees. In fact, one of the most important aspects of HR work is reputation management. By guarding the company’s image and making sure employees are happy, it’s easier to not only harbor more interest from potential employees but to let the world know your company is a great place to work, grow, and find success. 

A human resource team should be properly trained when it comes to representing how the business looks to the rest of the world. It’s their responsibility to build and sustain a positive image for the business itself as well as its employees. That includes training for proper employee management and creating an environment where strong, respectful communication is expected and encouraged. Strong communication involves skills like being respectful, listening actively, knowing your audience, taking note of body language, and even habits as simple as putting your phone away.

When communication isn’t open between HR personnel and employees (especially unhappy employees), it will make matters worse and could result in an extremely stressful situation for your business. 

So, how can your HR team develop and sustain a positive reputation for your company? Let’s look at a few practices that your HR department should start committing to right away. 

Building a Better Company Culture

One of the best ways an HR team can focus on reputation management is to build a better company culture from the inside out. The way to do this will look a bit different for every type of business. It’s important to understand what’s important to your company and how you want to portray that not only to your employees but to the rest of the world. 

You want to make sure when any potential employee walks into your business for the first time, they get a full feel of what your company represents. They should understand your atmosphere, what’s expected, the culture surrounding other employees, the culture surrounding customers/clients, etc. It’s up to your HR team to make sure an environment of community and purpose always shines through. 

Other tactics that can be put into place to boost your company culture include things like: 

  • Encouraging your employees to share their positive experiences with the company on their own social media pages or on your company website. 
  • Encouraging your team to talk to potential hires before they start the job. 
  • Creating an environment in the workplace that motivates people to do their job well. 
  • Being flexible with people’s personal lives and schedules. 
  • Building a team — not just a group of individual workers. 
  • Having a strong company mission and making sure everyone knows it. 
  • Communicating with one another to keep things as clear as possible between employees and management. 

When your HR team chooses to create a positive company culture an environment that ensures employees are happy, the benefits will speak for themselves. Not only will you have a crew of employees who are excited to do their job and who are likely willing to go above and beyond, but you’re also more likely to recruit better employees to come work for your company. The trickle-down effect of a great workforce is self-evident. When you have the right people in the right positions, your customers — and in turn your business — will reap the benefits. 

It doesn’t end there. There are personnel techniques your HR team can utilize to highlight the net impact of each employee. Once you’ve found those people who love the work and are willing to go above and beyond, a good management structure won’t let them stagnate. For example:

  • If an employee shows a proclivity toward working with customers, you can create a customer success position in which their strengths can shine. 
  • If a member of your team is highly detail-oriented and organized, consider how they can help your organization by becoming a company auditor to ensure legal compliance with regulations and optimal efficiency.
  • If a member of your team is good at networking, they may be a good candidate when it comes to finding someone to manage your brand’s social media account.

Give employees the opportunity to play an active role in their own career development and the growth of the business. Professional empowerment is a force of nature, so keep an eye out for the unique skill sets that each of your hires bring to the table. 

How to Handle Unhappy Employees

Though reputation management is a big deal when it comes to finding new employees, it starts from the inside, and any successful HR team needs to realize that when they’re working on company culture. The old saying goes that you can’t make everyone happy all the time. But, people who work in HR should make it a constant mission to keep employees content. Yes, it starts with creating the right culture, but that culture needs to be continuously fostered to take care of employees who are already working hard. 

Some signs of disgruntled or unhappy employees typically include things like attendance problems, poor work quality, negative attitudes, or complaints about the job. Sometimes, though, employees won’t say anything about how dissatisfied they are, and they may just opt to quit. A high turnover rate within your company is a sign that your HR team isn’t doing what is needed to ensure everyone’s satisfaction. 

That might seem like a small problem to have, but if employees start leaving, they could do damage to your company’s reputation.Word of mouth goes a long way, and what a former employee says to a customer could result in a negative review. This could lead you to have to hire some serious reputation management. If not the negative reviews can be a huge red flag for people who might have otherwise been interested in working at your business. 

Additionally, an HR team has to be prepared for unexpected situations. For example, if an employee gets hurt on the job, reputation management is still an important consideration. Typical job injuries include things like: 

It’s up to the HR team to make sure an injured employee gets the care they need. If they don’t, that employee could take legal action, which could seriously damage any company’s reputation. 

Reputation management is important for any business. But, it’s not just about making sure customers and clients see you in a positive light; it’s making sure you’re attracting the right people to work for you and keeping your current employees satisfied with your company culture. This should fall on the shoulders of a quality, driven HR team. Putting some of these ideas into action immediately can make a big difference for your business by providing a boost to your reputation.

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How Surveys Can Help Improve Both External & Internal Company PR

Information serves a large variety of purposes in business. Specifically, looking back through annual information can help a business determine where their shortcomings are, as well as their strong points, which can help them decide what areas of their business they should grow or scale back on. There are a few ways to gather this data, but depending on the information you’re looking for, surveys are often the best way to understand both the internal and external perception of your business.

Survey Uses for Management

Company surveys can indicate a lot of things about a company, such as receptiveness to customers and employees, and caring about quality and ambition. When a company holds surveys within their personnel, either for specific departments or general employees, it can sometimes indicate that there is a business practice concern they are trying to work out. Depending on what questions are being asked of their workers, surveys often gives employees the impression that their company cares about them and that if there are concerns they want to bring up, they can be addressed.

If you’re considering using a survey to gain an understanding of employee satisfaction or what employees are looking for in the workplace, make sure you use an effective survey method that follows guidelines for effectiveness to achieve optimal results. This may include a platform that will allow you to ask both open- and close-ended questions, as well as survey channels that are convenient, like SMS. Another important aspect of surveys is to ask the right questions by using careful phrasing in order to receive the type of response you’re looking for.

Employee surveys can help your company come to solutions regarding business structure changes you’re considering making. They are a good way to gauge interest if you’re seeking to begin outsourcing work to freelancers rather than in-house workers. Although these decisions can be controversial, 11 percent of the U.S. workforce get their full income from gig economy, so it’s not uncommon to do so. In fact, there may be a significant number of employees seeking the benefits of gig economy work, such as heightened independence, flexibility, and at times better pay. If you’re gauging employee interest for a change like this, a survey could help your company establish goals surrounding prospective changes.

Improving External Company PR

Surveys can also provide companies with an idea of the areas that your PR team should work to address. A company’s reputation can be instrumental to its success, and if there’s any ongoing speculation about areas of your company, your PR team should be dedicating resources to addressing them. It is then up to the company to make both internal and external changes to get down to the root of the problem.

Although seeking out client reviews is generally a good practice, especially considering that most individuals seek out company reviews before getting involved with a company, surveys allow companies to receive a more thorough understanding of the customer experience. It also gives customers and clients a chance to voice their concerns before any incident that occurred becomes so overlooked that there is no hope in getting their business back.

Although clients are arguably the most important audience for a company, a business cannot succeed without all of the cogs in the wheel that keep the business turning; such as clients, employees and suppliers. It’s important to have a skilled accounting department prepared to handle accounts for your business to ensure suppliers are receiving the attention they need. If your company takes too long to pay clients and vendors, it reflects poorly on your company’s reputation. Therefore, if there are ongoing issues in this field, your company may want to consider adopting accounts payable automation to help facilitate these processes.

If surveys indicate low satisfaction rates due to a lack of innovation or slow growth within the company, consider incorporating some new tech trends that are capable of redefining your business. These can include hiring cybersecurity professionals to limit the number of IT incidents and incorporating AI, chatbots and predictive analytics to help with hiring processes. New technology can help facilitate many steps in business, and by finding small ways to innovate, your company can start to improve its internal and external perception.

Surveys can be helpful in understanding where you company stands to improve and can give you an idea of the ways your clients and employees want to see you innovating. By regularly surveying personnel, as well as clients and other companies you associate with, you can ensure that satisfaction is high and that any ongoing issues are taken care of before they become a PR concern. Internal and external company PR are both almost equally important, and it’s vital to the success of your company to ensure you’re taking care of both.