Estimated reading time: 5 minutes
These trends highlighted the special importance that internal reputation will have for brands and companies, and for that reason, I though it would be interesting to look at them here. When it comes down to it, the trends that I mention below only reinforce the idea that companies need to look after their internal communication as the key to their reputation among employees.
It is there where Enterprise Social Networks can be extremely useful for organizations that opt for innovation and implement collaborative and knowlege management tools
Let’s look at those 7 key trends:
1. CEOs are the main guardians of corporate reputation. According to research, which we commented on recently in this blog, nearly a half of a company’s reputation remains attributable to its CEO. Given that the odds that a company will undergo a crisis at some stage are high, “a timely, sensible and forthright response” from the CEO will inspire confidence and credibility.
2. Internal reputation will be fundamental. Employees help to build a positive reputation when they are committed and satisfied with the organization, and this happens when there is two-way communication with the company. Work on these areas is becoming more and more important, especially given the impact that it has on the main business indicators.
3. Reputational crises cannot be overlooked. As Gaines-Ross points out, normally companies think that their reputation has been infairly damaged. However, most crises are caused by the company itself and could have been averted if it were in tune with the early warning signs. For this reason, this year more companies will take advantage of the latest technologies in order to build better systems for managing and mitigating reputational risks, as well as for identifying vulnerabilities.
4. Quantification of reputation will have greater weight. Companies will seek more formulas for measuring their reputation objectively. However, preoccupation with metrics may not provide a full view of a multidimensional asset such as reputation, which is based on perceptions.
5. Corporate and brand reputation will be inseparable. Almost 9 of every 10 executives believe that a strong corporate reputation is as important as a strong product/service brand. Finding the right balance will be a priority for companies this 2013.
6. Reputation will be reshapen according to social and political changes.We are starting to see how company reputation is being reshaped by what is happening in civil society and the political arena. Socio-political and organizational concerns are merging and cannot be overlooked in building and maintaining corporate reputation.
7. Managing reputation in social networks will gain more importance. Companies that are truly social, that engage their executives, employees, customers and partners in authentic conversations in the social networks will be recognized as the new business leaders. The figure of the social CEO will be the next new thing. For now, the starting point leaves a lot to be desired: an IBM study (2012) among CEOs from 64 countries and across 18 sectors showed that only 16 percent of them particiapted in social media.