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How to destroy your talent brand (and tips to avoid it)

RecruitAlliance helps HR and hiring organizations streamline their workflow, and build a better talent brand.

RecruitAlliance helps HR and hiring organizations streamline their workflow, and build a better talent brand.

Today, companies and specifically Human Resources departments, work tirelessly to create a positive talent brand.  What types of situations can quickly damage their reputation and create a permanent, negative image in the minds of current employees, applicants, and prospective candidates?  Let's take a closer look.

Here are three essential areas that equal disaster, if not managed properly by HR and Senior Management:

1.  No Corporate Social Responsibility Policies

Corporate social responsibility (CSR) refers to a business practice that involves participating in initiatives that benefit society.  More organizations are implementing processes that allow them to lower pollution and resource use, increase recycling activities, and give back to the communities in which they do business.  With social media use so common and information instantly accessible via the Internet, it's easy for potential customers to see what their favorite companies are doing to better the planet.  With this trending focus on corporate social responsibility policies, failure to establish, maintain, and highlight what your organization is doing to meet objectives can hurt the organization, quickly.

2. Customer Service Failures

Nothing hurts branding worse than when your employees don't understand the impact they make on their external customers.  From inbound phone calls in HR, to insincere responses to consumer email inquiries, a negative experience by your customers can create major waves in your organization's reputation.  Those who have a poor experience may complain to potential customers and prevent them from working with a company or even take their issues to social media sites. This can cause a client's bad experience to go viral and hinder an organization's attempts to improve its reputation.  By providing teams with access to training and implementing a quality management strategy, customer service failures can be minimized.  This simple solution stands to protect and ultimately enhance your company's reputation.

2. Low Employee Satisfaction

As a company, if you're not focused on keeping your employees happy, you're not only harming your talent brand; you're profitability is likely suffering.  A Towers Perrin-ISR study found a staggering difference between high-engagement and low-engagement companies. Operating margin was 3.74 percent for high-engagement firms versus -2.01 percent for low-engagement firms. Additionally, net profit margin was 2.06 percent for high-engagement companies versus -1.38% for low-engagement companies. Satisfied teams are more likely to feel positively about their jobs and have a stronger sense of attachment to their employers. This makes it easier for them to encourage others to try a brand's products or services and promote the company even when they aren't on the job.  Brands with good reputations, such as Google, Whole Foods Market and Facebook, are often known for being some of the happiest places to work.

In 4 Ways to Prevent Damage to your Talent Brand, you'll learn that angry customers and bad product reviews certainly take their toll, but the worst publicity from a talent-brand standpoint comes from employees or former employees, who now have the power to broadcast their dissatisfaction through social networking.  Read more.

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