Reputation more than a customer issue, claims Harvey Nash

Corporate reputation is critical to resolving the UK skills gap, claimed professional recruitment consultancy, Harvey Nash, during the annual CBI Conference yesterday. Speaking at the event, CEO, Albert Ellis said îToo many businesses take a customer-centric view of corporate reputation and fail to recognise the importance of their employer brand in enabling them to attract and retain the best talent.î

As joint headline sponsor and panellist in a debate on the reputation of business, Harvey Nash commissioned a poll of senior business leaders to coincide with the conference.(i) Although the overwhelming majority of businesses (95%) acknowledged that corporate reputation affects the bottom line of their business, many are preoccupied with customer perception and overlook the importance of building brand buy-in amongst its workforce. The figures revealed that as many as one in three businesses (38%) do not see corporate reputation as very important to current and prospective employees, nor a critical factor in the UK skills shortage.

The poll revealed some good news, however, showing that two thirds (70%) believe reputation is more important to an organisation now compared to 5 years ago, a view supported by an on-the-ground survey at the conference in which the vast majority of the audience (91%) recognised that corporate reputation is becoming more, not less, important as a result of globalisation.

Albert Ellis continued: ìItís reassuring to see that corporate reputation is building both momentum and credence amongst the business community. Reputation has an undeniable impact on the bottom line of a business, but itís not just about boosting sales and improving customer service. Attracting and motivating a workforce is where reputation plays a key role - employees are not only arbitrators of an organisationís reputation, but also its potential safe-keepers. As candidates become more and more empowered, reputation alongside reward and flexibility is becoming a key factor in their decision-making. In an increasingly competitive, global and digital market for talent, reputation is not just one of, but potentially the most important differentiators. ì