We have heard it said ad nauseam that the best protection against a communication crisis is to have a excellent reputation and a dense network of support. Those of us in the wonderful world of corporate communications know that achieving these two things requires a lot of time and effort on the one hand and a lot of strategy and planning on the other.
It is therefore a long-term task that also requires action on a day-to-day basis. In order to reap the rewards of a solid reputation, it is essential to act flawlessly with each and every one of the stakeholdersstarting with our own employees. To paraphrase the great master of internal communication, Pablo GonzaloThere is no point in saying over and over again that our professionals are the raison d'être of our brand if we do not demonstrate it every day or if we do not set out to help them become true prescribers of our brand.
I firmly believe that it is not possible to have a good reputation without employees who are committed and aligned with the corporate purpose. But this does not always depend on their willingness or interest. In fact, it almost never depends on it. It is a responsibility that belongs unequivocally to the leadership team of the company or institution. Thus, this challenge should be permanently on the desk of the chief executive and the members of the Management Committee. To this end, it is necessary to provide management indicators (the famous KPIs). Let us therefore start measuring not only the level of employee engagement through work climate surveys, but also the level of employee recommendation (KPIs).NPS) and their contribution to reputation indicators. Fortunately, there are several proven methodologies that can provide timely diagnoses and strategies for continuous improvement.
These indicators can be aggregated and integrated into a scorecard to guide decision-making and action plans. In some cases these plans will require budgetary efforts that should be commensurate with the size of the challenge. It is at this point that we will be able to see if there is a real commitment to employee satisfaction and the consequent enhancement of brand reputation.
José María Palomares
Director of Communication and Institutional Relations of the European University of Madrid and President of Multinationals for Marca España.