10 criteria on which the opinion of the target audience about your company depends
Corporate reputation is one of the key indicators for assessing the real value of a company. Corporate reputation consists of a holistic perception of the company by the audience, while online reputation refers to the company’s image on the Internet, and brand reputation refers to a separate product line.
According to an international study by the global communications and public relations agency Burson-Marsteller, 95% of company executives and top managers consider corporate reputation to be a critical success factor for a company.
It is that corporate reputation that often determines the fate of the business: from the willingness of sponsors to provide financial support, to the desire of customers to buy goods and services.
How does your company perceive the target audience? Criteria for evaluation
Corporate reputation is understood as a general assessment of the attractiveness, including trustworthiness of the company for all groups of the target audience – investors, employees and customers.
Each group has its own perception of the company, based on personal experience, expectations and information received from third parties. Nevertheless, all groups have a certain general idea of the company’s products. It is this view that will determine whether your company will be chosen by members of your target audience, above your competitors.
The target audience forms an opinion about the company and its corporate reputation on the basis of 10 key criteria:
- Financial performance: Is the company showing strong financial growth?
- Management: What is the reputation of top management? Do members of the management have the same vision for the future of the company? Are there any leadership conflicts that could hamper the development of the company?
- Customer service: How customer-oriented is the business and does it appreciate its customers?
- Quality: Is the corporate name associated with high-quality products?
- Reliability: How reliable are the company’s products and services? Is it possible to trust the company – its products, services, recommendations?
- Ethics: Does the company adhere to high ethical standards?
- Hiring practices: How qualified are company employees? What are the working conditions? Are there regular workers or are staff considered incompetent? Do employees receive decent salaries and support? Does the company attract the best possible staff to maintain product quality? Does it incentivize staff to constantly improve their level of service.
- Innovation: Is the company a leader or influencer in its industry? Does the company support technological innovations, does it introduce innovations to improve efficiency of service and product quality?
- Corporate social responsibility: Does the company support humanitarian and environmental needs?
- Emotional appeal: Is the company famous for its professional approach and active position? How pleasant is it to deal with its products and representatives on an emotional level?
To improve corporate reputation, companies should strive to get high marks from the target audience on this listed criteria.
If you have any questions about how to improve one or more criterion for assessing the reputation or corporate reputation of the company as a whole, please contact us – at Adves, leaving a request on the site.
We will be happy to advise you on reputational issues of any complexity.
We will conduct a free audit of your company, find vulnerabilities, identify reputation risks and help eliminate them.