Is Your Company's Reputation Costing You Top Sales Talent?

Who are the most reputable companies in the tech sector?

According to RepTrak, which runs annual surveys collecting data from more than 60,000 respondents, the lineups have included companies like Google, Sony, Canon, Apple, Microsoft, and Samsung.

Why does your reputation matter?

Companies with excellent reputations engage more with employees and enjoy much stronger levels of employee referrals, client referrals, and positive online recommendations.

Your company may never get a shot at some of the best talent in the market with poor public perception. The reality is, most top candidates are being evaluated and moved through processes long before you ever speak with them. Are you facing negative online employee reviews, media coverage, or a less-than-stellar reputation?

Take Back Control of the Impression You Leave in the Market

1. Admit your real and perceived weaknesses.

You can’t fix what you don’t acknowledge. If you’ve faced morale problems, high employee turnover, or bad publicity, it’s time to start facing it head on. Make a list of the top three things people are saying about your company that you wish they weren’t.

2. Don’t try to buy your way out of bad reviews.

If you’re getting bashed on employer sites like Glassdoor or other online forums, the first reaction might be to find ways to overcome the negative comments as fast as possible.

I’ve seen companies employ some very creative strategies to overcome poor reviews. Companies should and do work hard to manage public perception, but over-manipulating online comments is usually a waste of time and attention.

Instead of trying to buy your way out in the short term, work on getting better in the areas that need improving. Look at known criticisms like a suggestion box and change what needs to change. Cosmetic fixes, however tempting, are a short-term patch on a potentially deeper problem.

3. Remember that everything you do contributes to your reputation as an employer.

When you show up late to candidate interviews, you come across as disorganized and inconsiderate. If you forget or blow off a phone interview, you’ll frustrate applicants. If you delay giving interview feedback, you signal insincerity.

There are also interview questions worth avoiding. If you want examples of what not to ask, take a look at the worst offenders here.

If you oversell a position and exaggerate compensation targets, your credibility will suffer. What you do as an employer, and how you interact with current, future, and prospective employees, matters.

What Makes Your Company Strong in the Eyes of Employees?

If we look at the top-ranked companies in the United States, there are a few traits they all share.

• Commitment to social responsibility
• Strong brand purpose
• Both employees and customers are highly valued

It’s no secret that the best salespeople have choices, and what they value in an employer has shifted in recent years. They go to the companies where they’re valued, respected, and appreciated. They work for employers who strive to reach and maintain reputational excellence.

If your firm is struggling to attract top talent because of its reputation, what steps can you take to improve? How can you better your company’s interactions with clients, employees, vendors, and prospective hires?

What processes can you put in place to take positive next steps? What actions can you take to correct the behaviors that reflect poorly on your brand?