The Science Behind Brand Reputation Management

If you’ve just received a call for a job interview, it’s safe to assume HR has already Googled you. They might have looked you up on Facebook and reviewed your LinkedIn profile too. According to the Content Stadium Report in 2023, 98% of companies are using social media in their recruiting. But companies and employees also need Reputation Management.

Corporate Mishap: A Case of Wrongful Dismissal?

It’s now easier than ever to share our thoughts instantly online or share a joke with friends. However, certain kinds of content can be grounds for dismissal in some cases. Way back in 2010, Singapore postie Lyndon Hohaia created a comical blog on his Facebook page about a fictional postman. However, this led to the New Zealand Post dismissing him. A seemingly innocent jest made outside of work that was blown out of proportion.

He argued the firing was unjustified.Tthe case was later settled out of court leaving the question about his original dismissal up for debate. This is just one of the many cases which demonstrates that what you post on social media can come back to haunt you. Just ask the 13 crew members of Virgin Atlantic who were dismissed in 2008 after referring to employees as “chavs” and joked about faulty engines (see this article by the Guardian soon after).

Controlling the Damage a Little Too Late

Although Hohaia’s case was about getting fired from his job, it’s likely there’s countless people at the start of their careers who will miss out on an interview because of what the employer found online. In fact, a study done by the Society of Human Resource Management, 36% of organisations found something in their screening that caused them to disqualify a candidate from a position.

Employers, clients and stakeholders have more access to information online than ever before. With approximately 70% of people having a smartphone according to the Pew Research Centre, making an impulsive post or comment is all too easy.

Corporate Reputation Management: The Case of United Airlines

In today’s digital age, where information spreads rapidly across social media, the importance of corporate reputation management has never been more critical. Another prime example of this is the infamous United Airlines incident in 2017.

United Airlines faced a massive backlash after a video went viral showing a passenger being forcibly removed from an overbooked flight. The passenger, Dr. David Dao, was dragged down the aisle by security officers, resulting in injuries. This incident was captured on smartphones by other passengers and quickly spread across social media platforms.

The video sparked outrage worldwide, with people expressing their disgust and boycotting the airline. The hashtag #BoycottUnited trended for days, and the company faced severe criticism from the public, media, and even politicians. The incident not only damaged United Airlines’ reputation but also had significant financial repercussions. The company’s stock price plummeted, losing about $1 billion in market value shortly after the incident.

United Airlines initially mishandled the situation with a poorly received public statement that appeared to blame the passenger. It wasn’t until several days later that the CEO issued a proper apology, and the company announced changes to its policies to prevent similar incidents in the future. Despite these efforts, the damage to their reputation was already done, demonstrating how quickly and severely a corporate blunder can impact a brand.

Why You Need Risk Management Protocols

This case highlights the importance of prompt and appropriate responses in crisis situations. It also underscores the need for companies to have robust social media and public relations strategies in place. Employers, clients, and stakeholders have unprecedented access to information online, making it crucial for companies to monitor and manage their reputations actively.

In the era of smartphones and instant sharing, corporate missteps can lead to swift and widespread repercussions. United Airlines’ experience serves as a cautionary tale of the power of social media and the critical need for effective reputation management.

The Importance of Reputation Management in the Age of Social Media

In this report on the use of Social Media in HR by KPMG for the USA, 84% of those looking for work have a Facebook profile, and almost half have used Facebook for job seeking activity in the last year. According to We Are Social, the beginning of 2016 saw 2.307 billion active users of social media.

Part of this has been seen in the rise of new social platforms like Snapchat. This app in particular, allows people to selectively share pictures, videos and snippets before they are deleted. However, there are just as many apps and techniques. These allow you to save those moments, meaning you still have to be careful about what you are putting out.

Once something is online, it’ll be there forever. For professionals like Lawyers, Doctors and Accountants your reputation management is everything. A handful of bad reviews or just one bad news review can cause plenty of damage. For a professional, a single bad review is career-changing. It can mean the difference between a client setting an appointment with you, or looking for someone else.

Everyone leaves a digital footprint and as Facebook uses your real identity, how you present yourself on these channels has an impact on your reputation. This has given rise to reputation management tools such as Brand Yourself which helps people curate their digital persona. Its free version is useful at informing consumers about potentially negative associations with their name or brand, but offers limited methods of mitigating those aspects.

There’s no doubt there is a major need for reputation management. Whether your goal is to be on the first page, or want to get an article about you off the first page. In the digital sphere, reputation is a currency. We are a digital marketing agency Singapore with expertise in SEO services Singapore and proven white hat techniques. We can get those articles off the first page and much more! Give us a buzz and let’s grab some coffee. Reputation extends far beyond the SEO efforts but also social media marketing Singapore. Whether that’s YouTube advertising, instagram marketing or Facebook marketing services, we’re here to help you.

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