Whether you’re an ASX top 100 company, small business or an up and coming star looking to land the next big job, your reputation is critical to what others think about you.
Today, prospective job hires and businesses are going straight to Google to see what might turn up. For small businesses, especially those with little or no brand awareness, a single negative story can turn a potential buyer off and onto one of your competitors. Today, no one can afford to ignore their online profile.
For job applicants even a MySpace or Facebook entry, especially if it contains sexual references could mean the difference between getting the job or being passed by. Your online profile is a real testament to your character that a potential employer is going to consider when deciding whether you fit in with their culture. If the employer finds a reference distasteful it could mean them placing your resume to the bottom of the pile without an opportunity to explain the incident.
The recent rise to fame for Corey Delaney, a teenage from Victoria who announced a party at his parent’s place on MySpace while his parent’s were away, is an excellent case study in online reputation in the making. If he decides to pursue a career as a playboy, DJ or MC then his current online profile will fit the part. However, if he has a change of heart and decides to try his luck in a professional role, all the negative news about his teenage antics could come back to haunt him. While one would hope that his actions will later be seen as a teenage prank, the sheer amount of recent negative publicity may lead a potential employer to unfortunately judge him on what she reads.
In a corporate example, a prominent Australian marketing firm came out the on the losing end with Google after pushing the boundaries with their own reputation. After 8 months, you’ll still struggle to find the company’s website in the natural listings on Google even when you search on their company name. Instead you find, a list of articles and stories on their tumble from grace. The company has had to resort to using paid search and has even taken the extraordinary step of changing their domain name to get a fresh start.
When it comes to information online, especially negative news, it doesn’t disappear and will only get pushed down if it replaced by more current and relevant information. Businesses that ignore what their customers are saying online are at serious risk of wasting money and effort they spend to build their brands.
So what can you do to build a positive online profile or improve on a negative one?
Monitor
The first step is to know you have an issue by monitoring your brand. For budding professionals you are your brand se beware of what is said about you. Tools such Google’s or Yahoo’s Alerts will keep you on top of what others are saying about you.
Analyse
Analyse your online assets including websites, trademarks, blogs, partner sites, online forums, consumer complaint sites and social networks. Are people talking trash or just disappointed in your service?
Influence
Influence the results by participating in the conversation. Become a leader in your field of expertise or industry to influence the conversation. Your participation will help improve the perception of your brand.
By taking control of your brand you’ll be in a better position to tip the conversation in your favour and show the real you.
