As well as understanding how you are perceived it is important to look at the way you are presenting yourself to the outside world.
What experience will people have when they view your firm from afar and then how does that experience change if they interact with you.
Traditionally a firm would have had a word-of-mouth reputation, a physical office and possibly paid advertising and promotion.
These would have made up what is effectively the firms “shopfront”. Now any business is managing multiple shopfronts or windows to the world many of these are online.
These would include:
What do you see?
Imagine you wanted to find out about something or someone, think about the steps you might take.
Let’s imagine you did this for a another firm.
Work through the following steps:
- 1What comes up in the search – are there lots of positive stories or links from other sites?
- 2Is the company’s website easy to find?
- 3Are there other similar companies which might create confusion?
- 4What impression does this search create?
For a more thorough review you can also carry out the same search if different search engine such as Bing, Firefox or Safari – what difference do you notice in the results?
For each site consider the following:
With information more readily available, the impression of a business is not limited just to the business itself but also the people who work there.
It is now common for prospective employees to research owners, directors and senior managers of a business, their prospective line manager and teammates.
They may search all platforms but are more likely to review people in LinkedIn as it is easy to find people attached to a company and it gives them a view of how the person presents themselves professionally.
For your chosen business consider:
If you are not familiar with particular social sites then engage your team. Friends or family who should be able to help you.
There is also lots of online guidance to help set up these sites. Also see our Practical Guide below – Using LinkedIn for Business
There are a number of sites that allow employees to review their employers, including Glassdoor, Indeed, and LinkedIn.
These sites allow employees to share their experiences working at a company, including the pros and cons of working there.
Employers can also use these sites to respond to reviews and address any concerns that employees may have.
Reviews can also be left by customers and employees against a Google site.
To understand the scope of these sites search Indeed for your chosen employer or look at Crowe as an example of an accountancy practice.
When reviewing the Indeed site, consider:
Please be aware that for Indeed, Glassdoor and most other review sites you will need to create an account and create a review for a job, role or company before you can see substantial information about other companies.
You may find that your already have a company profile on these sites which is receiving reviews and feedback against.
If this is the case you can “Claim” the ownership and admin rights to the profile, if this has not been done already. (Sally are there any specific Accountancy ones to include in here? Or Registered body sites etc)
The other way will gain an impression of a business or other firm is when you visit of contact them.
This could be physically visiting the site – what impression would be created if you visited the office for an interview?
Contact by phone – how effectively is a phone enquiry dealt with.
Emailing or contacting the business via a form on their website.
Using LinkedIn for Business
As a business, LinkedIn can be a valuable tool for promoting your employer brand. Using the downloadable resources below called xxxxx you can follow the steps to set up and promote your company page.
ALL OF THIS CONTENT IS FOR A RESOURCE
1. Create a company page or LinkedIn to showcase your business and highlight your products or services. To create a company page on LinkedIn follow these steps:
- Go to LinkedIn and log in to your account.
- Click on the "Work" icon in the top-right corner of the page.
oIn the drop-down menu, click on "Create" and then select "Create a Company Page" from the options.
- Enter your company name, website, and location, and select the appropriate industry and company size.
- Add a logo and cover photo to represent your business on your company page.
- Write a brief description of your business, highlighting your products or services and your unique value proposition.
- Click "Create" to create your company page.
2. Once you have created your account you can then begin to use the site to build engagement. You may wish to do the following:
- Encourage your employees to link their employment to your account – as they do this you should see the number of employees on LinkedIn increase
- Follow key accounts in your industry, your customers and network etc
- Share regular updates about your business, including new products or services, company news, and any relevant industry developments
- Use LinkedIn to recruit top talent by sharing job openings and showcasing your company culture and values
- Engage with your followers by responding to comments and messages, and participating in relevant LinkedIn groups
What The Best Firms Do
- TAKING CONTROL
The best firms are aware of every place they are present online and take ownership of these sites have an active strategy for making these sites work for them.
They also make sure that they are only using channel which work for them. It is worse to have a Twitter account and not engage with it, than not to have a Twitter account.
When you are ready, move on to the next lesson using the button below.