Reputation Management: Why do you need it?
As times change, people born between 1997 and 2012 are nowGeneration Z has appeared at the forefront of society.They join the company as new employees, or in some cases, they already become managers and lead someone else.
Generation Z is often called ‘digital natives.’ This is because we are a generation that has grown up naturally exposed to digital environments such as the Internet since childhood.They are sensitive to new technologies and actively use the Internet in their daily lives.
These characteristics of Generation Z are clearly evident not only in daily life but also in the employment process.
Especially in the job market these days, there are well-established corporate reputation sites such as JobNet and Blogd, so job seekers rely heavily on these platforms to obtain company information.
And this is not limited to Generation Z. In fact, most office workers in Korea cannot ignore the influence of these reputation sites.
Reflecting this trend, most job posting sites are now providing the ability to write company reviews.
Due to these changes in the online environment, corporate reputation management has now become a ‘necessity’ rather than an ‘option’. Nevertheless, many corporate officials and representativesI think you are wondering, “Do we really need online reputation management?”
Therefore, today I will tell those who have this mindset in detail about the importance of corporate reputation management and how Generation Z job seekers actually check company information. 👇
Corporate marketing, do you really only manage your own content?
Corporate marketing, do you really only manage your own content?
These days, when companies want to conduct marketing, they set a monthly budget ranging from at least a few million won to hundreds of millions of won.
This is because exposing and promoting our company in an online environment that is accessible to so many people is directly related to monthly sales.
However, as we are increasingly exposed to a flood of information,Consumers who block advertisements because they express disapproval or feel fatigued by excessive promotional text.It's also increasing.
In particular, Generation Z is more interested in“Tendency to trust the experiences of actual users more”There is this.
So in this moodWhen consumers seek ‘realistic reviews’ of services or productshas increased, and rather, about services or productsI have come to prefer reviews that are honest and critical.
Considering this trend, we can see that it is difficult to win the hearts of consumers through one-sided promotion or positive media play.
Additionally, as the marketing ecosystem becomes more sophisticated in the future, there is a high possibility that abuse cases will increase, such as by someone seeking public attention and profits by publishing criticism disguised as criticism of a company or claiming false information. thusIn addition to marketing, reputation management for companies and brands has now become essential.
In addition, the marketing trend that will continue from 2023 is the trend of ‘consuming valuable companies and brands.’
This reminds us that no matter how good the products and services they provide, companies that cause social controversy or are imprinted with a negative image among the public often end up with bad endings.
What are the required checks before applying?
These days, Generation Z even checks these things when looking for a job.
✅Basic check for job/block company reviews
The first thing to know is that these days, Generation ZDuring the job search process, you basically check company reviews.
This is a trend that has already become a natural process, and some even call people who do not check reviews before applying “fools.” thatCompany reviews are an essential source of information in the job search process.It means that it has become established.
In fact, this phenomenon can also be confirmed through data. As of 2019, 'JobXXNet', Korea's most famous corporate reputation site, has 📊97,216 reviews from current and former company employeesThis was collected, 👁️Monthly platform usage status alone is 171.33 millionIt is being used so actively that it is counted.
So why do so many job seekers use company reputation sites?
The biggest reason is to check in advance for internal issues or negative content that only internal employees can know.This is to minimize risks that may arise when seeking employment.
This trend has caused Gen Z and other generations of job seekers toSome even revealed that they hesitated or gave up on applying because of one negative review.
💰DART/SMINFO Check financial statements
But the information collection of Generation Z job seekers does not stop there.
They don't just look at employee reviews;1️⃣ ‘DART financial statements’Check it thoroughly. ‘DART’ is a corporate information electronic disclosure system operated by the Financial Supervisory Service.This is a platform where you can learn about the company’s financial status in detail.
Even if a listed company, a company scheduled to be listed, or an unlisted company has assets, sales, and employees above a certain level, it is subject to electronic disclosure, so it is actively used by Generation Z who want to check the overall financial status of the company.
And if it is not a large or medium-sized company, 2️⃣‘SMINFO’, a small and medium-sized business status information systemYou can also look up information through . Through this system, you can check the company history and management information of small and medium-sized businesses in detail.
Furthermore, Generation Z, who have excellent information skills, are often found actively using public startup investment information sites or corporate information sites in their job preparation.
These are not just the current state of the company;I am looking for a job while taking into account the possibility of future growth.
Job seekers are not just looking for ‘money’
Are you checking our company information to this extent?
If you are a company official who has read the story so far, you may be wondering, “They are checking this far?” You might want to.
In fact, it is a reality that cannot be denied even if one wants to deny it. Nowadays, even 5-year-old children are proficient in using the Internet.Managing posts and reviews about your company online has become an important method of reputation management.
Therefore, while media play and company promotion are important, we also need to carefully manage posts about our company that are mentioned in communities or bulletin boards that are not easily visible.
Information that was initially ignored because it was absurd became false and turned into truth, and rumors gathered together.There is a growing trend of direct and indirect damage to companies.Because it is.
What is especially noteworthy is that Generation Z tends to cross-verify multiple sources when determining the authenticity of information. If you have consistently negative reviews across multiple online platforms and from a variety of sources, your credibility will be greatly increased.
This can be a very fatal risk factor for companies, and can affect not only recruitment activities but also customer acquisition and retention.
Additionally, Generation Z tends to consider not just salary and welfare levels, but also corporate social responsibility, environmental impact, and workplace culture and diversity.Corporate image is not just a promotional message; it is important to match actual actions and values.
Corporate reputation management service White Me
White Me, HR reputation management cheat for successful companies
In conclusion, if negative content or false facts about our company are found online,Don't hesitate now and adopt a corporate reputation management system.
Systematic corporate reputation management is not limited to simply deleting negative content. Reputation management is also a series of processes that effectively highlight the strengths of our company while honestly acknowledging and improving its weaknesses.
In particular, job seekers these days tend to have a greater preference for companies that honestly acknowledge problems and actively make efforts to improve them, rather than companies that seem perfect.
WhiteMe is always ready to support the success of its clients by effectively monitoring negative content online and responding appropriately to the situation through WhiteMe's professional reputation management solution.We can provide practical help in protecting and further enhancing your valuable corporate image. 🙇♀️
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