Providing quality and transparency is worth its weight in gold.
Since the internet became a means of communication with both potential buyers and a wider audience, companies have been struggling with the representation of their brand and image. It’s not just about telling a story any more – leading by example has become the norm.
A large part of this system is due to social media. You can’t talk about things like employee satisfaction if your employees post about their overworked, underpaid positions. You can’t promise a dynamic workplace if incoming emails gestate for a week before somebody sends a rote reply. You can’t sell a quality product if your clients don’t get the best possible support during your joint projects.
Even if we take social media and the obvious sites (like Glassdoor) off the table, separating the official communication of the marketing team from the actual situation perceived by recruits, employees, partners and clients is impossible. Best case scenario, people just wave off the official communication as “irrelevant” and “clueless”. Worst case, the company gets called out for spreading false information and has to deal with the consequences.
So what can a business do to make sure that the external and internal image of the company match?
Happiness and success aren't always complementary.
The first (and often overlooked) step is making sure that the company values are clearly communicated, especially if you’re working remotely. It’s easy to grow micro-communities in teams that meet and communicate every day, but it’s just as easy for those teams to grow away from the overall culture of the company as a whole.
One way of doing this is providing a safe and relaxed slot where the whole company or at least a part of it can interact. Weekly happy-hour is an option – online or offline – but so are other events or activities that let the employees mingle outside of their own team.
Company culture aside, you’re still in the miscommunication danger zone. The next step is making sure all the C-level and managerial level employees (including team leaders) are aware of the plans and the obligations for at least a few months in advance. While all employees are supposed to be included in the communications process, it can be a bit easier to handle just a few key players that will serve as hubs afterwards.
Once you’ve got the internal brand on point, it’s high time you give the same attention to the external. Clients, partners, competitors, investors – all stakeholders have the right to a certain amount of information. The general public can contain any one of them and your communication has to reflect that.
A company whose message is open, clear and transparent is a force to be reckoned with. It’s not just a matter of being honest - it’s about how you are perceived through your words and your actions. You can’t just pay for ads or make a couple of inspirational videos – you need to live the brand life, and that includes following up on your promises and not turning a blind eye to any issues.
Once you’re known as a straight shooter, the brand becomes more valuable than a contract. Dealing with company that practices this level of transparency and willingness to both communicate and represent the values necessary is a delight, whether you’re a client or a potential employee.
At WaySeven, we put our heart and soul into our brand. It might not be in the traditional way – all our online presence is purely organic – but we try our best to embody the agility of our methods and the quality of our work in everything we do.
We’re always happy to chat with any potential employees, partners or clients. If you’ve got any questions about our work or culture, feel free to reach out to firstname.lastname@example.org – we’ve also got some positions open for Angular and .NET candidates, so make sure you check them out as well!