How company reputation affects your staff and why it matters  

While in PR we often focus on how your organisation’s reputation is perceived among the wider public, it’s also worth thinking about why your firm’s reputation matters to current and future staff.  

Your reputation can affect staff recruitment and retention, but organisations often fail to recognise how important culture and reputation are for employee engagement. 

An example of this is the downfall of global brewery and pub chain, BrewDog, which collapsed and fell into administration in March, following years of problems.  

The business failed to keep up with its massive global expansion which was pushed beyond its limits by overconfident former-CEO James Watt. Fans felt the company had become too corporate and lost the ‘punk’ identity that had initially made it popular and unique.  

The real turning point, however, occurred when almost 300 BrewDog employees signed a letter criticising the company’s toxic culture and leadership issues, accusing the former-CEO of inappropriate behaviour and abuse of power in the workplace.  The letter gained international media attention and damaged BrewDog’s already struggling reputation beyond repair.  

Younger people care more about your firm’s reputation than you may think 

From the example above, we can see that creating a strong organisational reputation is not something to be ignored if you want a dedicated and loyal workforce. 

UK employees in particular have been found to value organisational reputation more highly than comparable OECD workforces (CIPD). In fact, 83% of job seekers research company reviews and ratings before applying for roles (Glassdoor), treating organisational reputation as a crucial factor in their decision-making.  

Research has also found the youngest people in today’s workforce, Gen-Z, value organisational reputation in their work lives more than previous generations too. 89% of Gen-z and 92% of millennials consider purposeful and value driven work very important for their job satisfaction (Deloitte).  

It’s something we’re very aware of here at High-Rise, and is one of the reasons why we have worked hard to become a B-Corp certified business.  

 So, here’s three of our top tips for starting to think about reputation at your organisation. 

1. Focus on culture 

Organisational culture will play a critical role in shaping perceptions of your company.   

Unhealthy working environments will create long-lasting reputational damage that can come to define your organisation, deterring valuable opportunities as external stakeholders, potential clients, and prospective employees look at your reputation before choosing whether to engage with your company.  

With the rise in online employee platforms like Glassdoor and Indeed, it’s even easier for stories and reports of a toxic workplace to gain traction and spread further than just among staff.  

It should therefore be your priority to work towards building an inclusive and diverse culture with a positive reputation. Leading by example, such as making the conscious effort to embed your core values into your daily work (you can see our values here) will show employees that your actions align with organisational beliefs and will connect their work to a sense of purpose.  

Also having open and clear communication with staff, encouraging feedback, ensuring team support and providing opportunities for collaboration will show employees leadership prioritises their opinions and ideas, and will consequently boost their well-being and workplace satisfaction.  

2. Listen if staff tell you they aren’t happy 

 If employees share that they are feeling unhappy or unsatisfied in the workplace, it is your responsibility to ensure they are heard and supported. Employees with low morale are more likely to lack motivation or resign. 

Providing a safe environment for employees to share their thoughts is crucial to improve the situation and offer empathy and meaningful solutions. Staff should feel validated in sharing their feelings. Offering frequent workplace surveys, employee meetings and structured appraisals and welfare checks can help to provide opportunities for constructive conversations. Publicly celebrating employee success and achievements will also help boost satisfaction and enhanced productivity. This way, you can also highlight positive stories about your organisation externally and grow your reputation. 

3. Make your people brand ambassadors 

As well as media training, we are increasingly offering brand ambassador training to our clients, so they equip their teams with the skills they need to go out and represent their company effectively and confidently. 

By arming your people with key messages, and helping them know what to do or say if challenged, you can make your organisational message spread further. After all, you never know where a conversation may lead. 

How High-Rise can help 

We are proud to be the North’s go-to agency for reputation management support, trusted for our honest counsel and expert communication advice. We can also offer media training, brand ambassador training and PR services to help boost your organisational reputation. 

With a team that includes former journalists, we understand what the media are looking for when interviewing your spokespeople and can offer guidance on shaping and crafting messages that align with your mission. Our mix of proactive and responsive communication strategies help to manage wider perceptions, cultivate trust and build credibility among both employees and the public. 

If you would like to learn more about the services we provide, call us on 0161 706 1618, email [email protected] or fill in our contact form here.