Talent Acquisition

2 Ways Your Employees’ Opinion Sways Consumer Behavior, for Good or Bad

By

Caleb Masters

| Feb 5, 2018

Your company’s brand and external reputation may not seem like an HR concern at first, but in this age of technology and social media, the voices of your people actually may be your most important asset.

The way your employees and even job candidates view your company influences the opinions of their online and offline connections, who could be prospects for your business. Social media only amplifies that effect. How can you make sure the effect on your business is a positive one?

In a recent episode of our HR Break Room podcast, we talked with Elon University communications professor John Doorley about how employer brands and reputation sway consumer behavior and what business leaders can do about it. Here are two key takeaways from that conversation.

1. Communicate your organization’s brand and culture to employees.

A company’s reputation and influence are critical to its success, and the employee experience is a big part of that success. A key element to a great employee experience – especially with millennials – is a workforce that understands the organization’s purpose. An organization’s reason for being must be communicated to workers from the top down, so the employee base can invest in the goals and mission.

A great employee experience empowers and encourages them to share your organization’s mission with their friends and family, including on social media. Your employees have the potential to be your most powerful brand advocates and can sway the way consumers view and interact with your product.

Giving your happiest employees the microphone (so to speak) can improve your organization’s reputation and, ultimately, your profits.

2. An unclear employee and candidate brand threatens your reputation and bottom line.

In the same way a great employee experience can turn your people into your most powerful advocates, a poor experience with your brand from employees or candidates can damage your reputation.

When you have a messy careers website or do not respond to an application a prospective employee may have spent hours putting together, you risk sending a negative message that not only could damage your reputation in one person’s eyes, but even may lead to the loss of clients. Even losing one client could result in negative feedback that influences the decision of potential clients.

Doorley recommends talking to candidates and employees with the same respect as one might exhibit when speaking with the media. That level of care can help you ensure that your organization is viewed in the best light by the people who are able to influence your external reputation.

Employers also should ensure consistent employee communication – in person whenever possible, as it’s one of the most important steps to empowering your people to help your organization. That can help you trust that your company’s brand and reputation is the best it can be with employees, candidates and consumers.

About the Author

Caleb Masters

Caleb is the host of The HR Break Room and a Webinar and Podcast Producer at Paycom. With more than 5 years of experience as a published online writer and content producer, Caleb has produced dozens of podcasts and videos for multiple industries both local and online. Caleb continues to assist organizations creatively communicate their ideas and messages through researched talks, blog posts and new media. Outside of work, Caleb enjoys running, discussing movies and trying new local restaurants.

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