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Author:  Tess Joosse

Your business’s brand reputation comes down to a simple scenario: What is the first thing that comes to mind when a candidate or client hears the name of your company? How you’re perceived has a huge impact on business, and maintaining a good reputation is key to attracting high quality talent, especially in the competitive biotech world. It’s a no-brainer — candidates want to work at and align themselves with a great workplace!

In addition to impacting recruiting, having a good reputation boosts employee morale and increases retention. But how do you build a positive reputation from the ground up if you’re starting a new company? Or perhaps you have been in business for a while but have neglected to intentionally build your brand reputation and don’t know how to tackle the task. Or uh-oh!  Your reputation has taken a hit after you received a negative critique on a company review website. Here are some tools and strategies to consider as you build or revamp your brand reputation:

Create a positive candidate experience from start to finish.

Whether you have been in business for decades or are the new company on the block, your first priority should be to make every interaction with a candidate a positive one. Not only will candidates be more inclined to want to work for you, but their positive impression of your company will spread via word of mouth or online reviews.

This starts with the job listing: make sure it’s detailed and clear in explaining who you are as a company in addition to the duties and benefits of the position. Create a short and simple application, and communicate openly about the hiring process with candidates to ensure they know that you value them and their time. Keep them updated on timelines, create a seamless interview experience, and reject applicants gently. In these cases, or if a candidate receives but turns down an offer, a positive experience will still leave a good impression and they’ll pass along that sentiment to their networks.

Use your website, social media, and other marketing tools to tell your brand’s story.

If a candidate is unfamiliar with your company, they will likely head to Google and see what they can learn in a quick search. Your company website should be the first thing they click on, and it should tell your company’s story with clear and engaging copy and design. A testimonials page can add credibility and help people get to know how others have benefited from your company’s services and products. A blog or section with updates on company news can add credibility, keep interested parties in the loop, and boost your SEO ranking to get more eyes on your website. In biotech this is a great opportunity to publish content on industry topics and trends that intersect with your company’s work, from personalized medicine to artificial intelligence and beyond.

Social media is another tool to use to build up your company’s credibility. Share content that reflects your company’s values and work across your social channels, including company updates and any blog articles you do create for your website. LinkedIn is particularly powerful: it’s often where candidates come across and apply for open jobs in addition to reading and engaging with an employer’s content.

Address any negative reviews with levelheaded empathy.

In a perfect world, you’d never need to use this tip – but on the long road of building a brand, a negative impression inevitably will pop up. If you encounter a negative review of your company online, step back and read and think through the comment carefully. Avoid the overreaction that can come from reacting too quickly and evaluate how best to address the criticism in order to tamp down on the long-term effects. Respond in a friendly and apologetic manner that takes the reviewer’s perspective seriously.

Take feedback as an opportunity to grow.

You should listen to and consider all feedback, but if you notice many people leaving the same feedback or criticism that may be a sign to make a change. Are multiple candidates commenting they’re unhappy they had to come in for several in-person interviews, spend many unpaid hours on a test exercise, or wait weeks with no communication about the status of their application? These critiques present opportunities to re-tool your hiring process for the better.  Building a robust and well-established brand reputation can take years, but is well worth it to attract great talent and keep your existing employees happy at your company.

References

  1. Revamping Brand Reputation: Why Is It Important for Every Employer?
  2. The Case for Providing a Positive Candidate Experience
  3. The Top Benefits of Having a Strong Employer Brand
  4. Four Powerful Ways To Build Your Brand Reputation
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