Your Company's Public Image Matters (and How to Fix It) - Zupnick Associates

Your company’s public image matters. It affects customers, revenue, and employment. And each year billions of marketing dollars are spent on brand image.

From logos to websites, the perceived value, and ROI of the public image appears to be invaluable for the higher-ups.

But what about the image your company represents through customer interactions, employee referrals, and turnover rates, for example?

When it comes to policies, procedures, and management training, does your company look good from both the outside and inside?

Here’s the thing, your company could be spending more time and money on other things to fix your company’s image.

Read on to learn how.

1. Your Public Image Matters During the Recruiting Experience

The US Job outlook is pretty good right now, and the first impression talented candidates see is your job listing.

Candidates can afford to be pickier in their job searches than in previous years.

If your job descriptions are vague, condescending, and leave a lot open to interpretation, valuable talent may move on. More respectful, and clear, job descriptions are attracting new talent.

Furthermore, interactions during the recruitment process sets the stage for a candidate’s future with the company.

So it’s worth spending resources, whether it’s time, training, or money, on creating inviting job descriptions. The recruitment processes shouldn’t put a sour taste in a potential employee’s mouth.

So when it comes to recruiting long-term, loyal, employees your company’s public image matters—and it’s often reflected in the job description.

2. The Painless Orientation

If you thought a good image at the door is all that was needed to bring on a new employee, then guess again.

Once you’ve hooked your ideal candidate, it’s time to roll out the carpet. And your new employee should be viewed as a long-term investment.

Training takes manpower but doing it right the first time sets up new workers for success, confidence, and longevity. 

No one wants to feel neglected and unimportant on the first day of work…and if they do, it may be their last.

3. Top Heavy Management

Most people don’t generally enjoy being told what to do, and if your company is top-heavy in the management department, you may find yourself retraining new talent regularly. 

Having more than one boss can be excruciatingly painful for an employee who takes their job seriously. Being told the same thing over and over can make a person want to get up and walk out. 

Want to know what’s even worse?

Being told conflicting things from superiors. 

Having policies and procedures and an organizational chart can cut down on unnecessary, or duplicate information. 

Having a clear path to leadership makes everything a little easier. 

4. Coping with Customers

Do your employees have a tough job?

Be honest, are customers often unhappy and rude? 

Debt collectors, for example, weather abuse daily…because no one wants to talk to them in most cases.

So when the job ain’t easy, what are you doing to help your employees feel appreciated?

At the end of the day, are they dragging the misery of a crabby customer home with them? Or is their mental health a top priority for your company?

If most people see your workplace as a place where dreams go to die, that carries over into the public image when employees return home and in their voices when speaking to clients. 

Investing in resources like EAP or giving your employees regular breaks, because you know the job is tough, can go a long way for the employee mindset.

5. Employee Retention Affects Your Company’s Public Image

Employees want to know that what they’re doing matters. After all, they spend most of their time doing it.

If employees feel empty and useless, they will leave a job to find something more fulfilling.

The good news is, even the most mundane tasks are important, and you can show your employees this with recognition, rewards, and other incentives for jobs well-done or years of service.

Keeping loyal, experienced, employees on staff is priceless. They train and mentor new employees, cost less to train each year, and since they’re happy, they will refer to additional talent.

Word of mouth speaks volumes when it comes to your public image. 

As you can see, money is probably well-spent on branding, but in the meantime, it’s being lost on things like training, management order of operations, and employee mental health issues.

And your company’s public image matters because it affects revenue, customers, employees, and business partners.

If your employees aren’t happy from day one, you’ll probably end up being that company…the one with a revolving door.

And happy employees conveying a positive image is more valuable than any branding you can buy. 

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