The competition for top talent doesn’t let up, even during a weak economy. The best and most highly skilled employees can easily find work anywhere, during any job market, and most of these job seekers are savvy enough to look before they leap into a commitment with a new employer.

Before talented candidates apply for a position with your firm, they’ll conduct a quick Google search at the very least. And before they accept or even consider a formal offer, they’ll probably conduct in- depth searches of your organization, including the names of company managers and executives. Sites like JobVent, Job Bite and Glass Door are easy places to search for testimonials from current and former employees, and if you think potential candidates won’t read these reviews, think again.

So what can you do to make sure your workplace comes off well? And if the news isn’t great and your reputation is already in trouble, what can you do to turn the tide?

Online Workplace Brand Management: Focus on the Positive

The first step to online workplace brand management is finding out what’s out there. Put yourself in the position of a talented candidate. What kinds of things would you want to know about a potential employer? Visit Google and run a search on your company’s name. Then head to some of the testimonial sites listed above.

If the news is positive, or if you find nothing of any special relevance, great. You’re online brand is still under your control. Just make sure you conduct these checks on a fairly regular basis. And in the meantime, find ways build your brand from the inside out. The best way to gain a reputation as a fair, respectful, or fun place to work is to actively encourage a culture of fairness, respect and fun. Decide how you’d like to target your workplace brand and focus on retaining the kinds of employees who best support your brand and your overall business. Flood the web with good news. Encourage content employees to post positive testimonials. Don’t offer to pay them, since this can interfere with the integrity of both the website and your business. But do let them know that if they’re happy, sharing their feelings online will give your company a boost.

Online Workplace Brand Management: Damage Control

If you conduct a search on your company and the results aren’t good, take action. First, recognize that negative testimonials may or may not have substance. They may not even be written by actual employees. But if they do, and they are, investigate possible reasons for this discontent. Meanwhile, see if you can have any abusive or inappropriate reviews taken down by the site administrator.

No matter what you find, you should always be working to expand your company’s online footprint. If you don’t have a Facebook, Twitter, or blog presence, now is the time to establish them. Encourage your contented employees to bury the bad press under an avalanche of good news. This is an honest, effective, and easy way to tip the balance of public opinion back in your favor.

For more help with online workplace brand management, recruiting, or retention, contact The Palmer Group and put our experience to work for you.

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