According to Japanese author Haruki Murakami: “Image is everything. You don’t spare any expense to create the right image. And word of mouth is critical. Once you get a good reputation, momentum will carry you.”
This is certainly true in the corporate world where reputation can directly impact on the bottom line. You only have to look at organisations such as Volkswagen, which following its emissions scandal last year, posted a loss for the first time in 15 years, with both sales and production declining.
Meanwhile, employers such as Starbucks have attracted a great deal of negative commentary and attention since it was revealed that they do not pay tax in the UK.
Compare this with brands such as Johnson and Johnson and The Walt Disney Company, which often top corporate reputation listings and are typically highly praised by consumers.
Being viewed as a good place to work is a key component in building a strong corporate reputation. An organisation’s approach to reward and benefits is an important factor here. Employers that go above and beyond expectations to offer a highly desirable employment package and employee value proposition that staff are unlikely to get elsewhere will inevitably see this pay dividends, not only on their corporate image, but also on factors such as recruitment, retention, productivity and morale. All of which are crucial for business success. Read more about the role of benefits in shaping corporate reputation in How do benefits impact an organisation’s reputation?
Looking after employees’ health and wellbeing can go a long way to creating an image of a caring and supportive employer. Not surprisingly, this has risen up many organisations’ agendas in recent years. Numerous developments in the market mean employers now have more options than ever to consider as part of a comprehensive health and wellbeing strategy.
Of course, even with the best will in the world, supporting employees suffering from some conditions is not always easy. Eating disorders can be a particularly sensitive and emotive subject, but it is often a sufferer’s employer or colleagues who are best placed to notice that they are battling such a condition and to offer support. So how can employers ensure staff are able to access the benefits and help available to them? Read more in the May issue of Employee Benefits.
Debbie Lovewell-Tuck
Editor