Reputation is everything in this world to companies and candidates.
Companies will spend billions on brand marketing in 2015 to support their brands. We protect our personal reputation by the way we behave and the trail we leave.
If this is true then why do companies scuttle that reputation by the way they treat employees?
According to the 2015 Employer Branding Study published by CareerArc, 38% of employees who were let go share negative views of employers. These disgruntled former employees “leave at least one negative review of that employer on a review site, social media or with a personal or professional contact.”
73% of Millenials are likely to leave negative feedback somewhere on social media after being let go. Baby Boomers are only slightly quieter at 70%. People are more likely to voice their disappointment the longer they are unemployed.
Spurned candidates are likely to voice negative opinions too. 72% of workers reported that not being notified of their status leaves a bad impression of that employer, an impression they are likely to share to their friends on social media. And 36% of employers admit to never notifying applicants even though 76% of employers surveyed knew that it left a bad impression on candidates.
This is stunning.
Here is why this is critical. The study found that the company’s online presence is likely the first impression a candidate has about the company. This includes the official website as well as all sorts of social media outlets where people can voice opinions. They will see the carefully tended brand marketing as well as the unfiltered opinions of disgruntled employees, former employees and candidates. Who will they believe? What happens to your reputation?
It costs nothing to make a comment on social media. It costs billions to repair the damage.
Here is an idea. Treat people well and build your company’s reputation.
Here are some tips for companies interested in building a positive reputation:
- Offer outplacement services regularly, not just for large layoffs. Your employees are watching how you treat people on the way out the door. Outplacement services are likely to help terminated employees get jobs faster, making them more content and less likely to undermine your branding efforts. They are less likely to speak negatively about the company if they are gainfully employed elsewhere.
- Respond to all candidates.Yes it takes time but not responding is clearly undermining your brand efforts and impacting your reputation. Make your recruiting and retention easier with a positive reputation.
- Be clear about expectations so your employees can deliver the results you need. Then deliver feedback that employees can use for continuous improvement.