Your online reputation matters, not just from a consumer or brand perspective, but also from a hiring perspective. Most people who read employer reviews believe those reviews. So the effort you take to address and manage your brand online can make a huge difference in the quality and the number of applicants you get for a job opportunity. But if you don’t know where to start when it comes to building a strong reputation, it can seem like something you have little to no control over. That’s not the case. Here are 3 things you can start doing today that will help you build a better brand online.
Clean Up Your Website and Social Accounts
When was the last time your website was updated? Do you have fresh and relevant content posted regularly? How is your SEO? Is anyone moderating your social media accounts? Making sure that these customer and candidate touch points (your website, your Google search result, your Facebook and LinkedIn pages, and so on) are saying what you want them to say is a critical first step to building a solid brand online. Often old posts or comments can bury the good quality information and content that will help your company stand out from the crowd. Make sure you know what people are seeing when they look you up on the web.
Check Your Reviews
Just as consumer-facing companies keep tabs on what people are saying about their products on Yelp or Facebook, you should know and address what candidates or Employees are saying about you on websites like LinkedIn or Glassdoor. While it’s not easy to make bad comments go away, you can respond to them in many cases, and show that you care and are listening to important feedback from anonymous candidates or employees who had a bad experience. Of course, it’s important to allow for authentic and real reviews to live on, that doesn’t mean that you must let a bad review ruin your reputation. For those employees or candidates who have had a good experience and who would like to share that with others, encourage them to post online about it if they would like. Often, only the bad gets shared online, that can skew your ratings for the worst. But having those good experiences shared as well on the same platform helps provide a balanced view.
Engage with the Online Community
A big part of building your brand online is based on engaging with the online community. Set yourself up for success by establishing your company as a thought leader and a teacher within the industry. Share high-quality content consistently and engage with groups (on Facebook or LinkedIn for example) to help people learn from that industry experience. By directly engaging with the people you are looking to influence, your reputation immediately benefits from that effort, so long as you remain open to feedback and maintain a respectful discourse with your audience.