So where does the problem lie?
Assuming here that your marketing mechanism is spot on the answer lies in your own policies and procedures. An important section of the people who spread the image of the company are vendors, suppliers and candidates who have applied for jobs and they are a lot the companies usually forget to tend to. Tardiness in payments, not keeping meeting deadlines, always playing hardball are some of the reasons that prevent companies from creating a good impression on everyone.
Here are some tips for companies to ensure that you create a good impression on everyone no matter what relationship they share with the organization
Be on time. No matter who you are meeting it is important that people be there on time or more importantly show up for meeting even if there is a slight delay. Tender an apology to the people who have been inconvenienced because of you and if necessary send a written apology if you could not make it at all. Nothing aggravates people more, than waiting for people and people not showing up and then throwing an attitude. Be assured that when roles are reversed they will get back at you if you have treated them badly.
Give feedback. If you are conducting interviews, it is important that you make it a point to give feedback to every candidate if possible. Some companies have it as policy and that always creates a good impression on candidates who are sure to tell others about the company’s behavior towards them. If that is not possible intimate those who didn’t make the cut and wish them good luck.
Timely payments. Most companies have a standard policy that matches industry standards and all companies should follow it diligently. If payments can be made before it is due without affecting the cash cycle then it is a best practice that must be followed. Such acts may not spread like wildfire but delayed payments travel faster than gossip. If there is a delay in payments, the supplier or vendor must be informed in advance with a reason and a probable date which must be kept at all costs. The goodwill earned by this deed is worth more than at least 10 ads you can place in the newspaper.
Smooth Exits. Companies usually falter on this particular count. When an employee has made up his mind to leave it is ideal for both parties to ensure a smooth exit as long as all the formalities have been taken care of and he is leaving in good faith. Managers who let their ego’s get better of them during such times create a very negative impression with a brash display of power. An employee who would have otherwise parted on good terms bad mouths the company to everyone who is willing to lend an ear to his woes and these days there is no shortage of such kind.
Make Partners. Everyone who you have a functional relationship with because of the workplace is a partner to your success in some way or the other. Treat them in the same fashion as you wish to be treated. Pass on benefits when possible, invite them for official parties and gatherings, and wish them on important occasions. Keep them informed on important changes and happenings in your company so that they also feel some sense of belonging and responsible for some of your success and they will endeavor to do more should the credit be shared with them. A happy partner is a goldmine of goodwill and leads.
Do remember that people always remember how you made them feel. And these efforts cost you nothing.
No amount of money companies spend can buy them a ‘value system’ but simple acts of goodwill and duty bring in more reputation than an act of charity.