The impact of employer branding on corporate reputation was discussed at the REPMAN Forum 2018
The impact of employer branding on corporate reputation was discussed at the 7th reputation forum organized by the REPMAN Reputation Research Center. Held at Maslak Orjin in Istanbul, the forum covered topics such as: the impact of employer branding on business results; social media as a threat or opportunity for employer branding; artificial intelligence as an employer; which employers appeal to young people; how to communicate employer branding; and employer branding through the lens of the tech world.
RepMan Forum 2018 was held with the support of Panasonic Eco Solutions Turkey, Yapı Kredi, and Zorlu Holding, and in strategic partnership with Vizyon College.
The forum, which was broadcast live online, was chaired by Salim Kadıbeşegil, Founding President of the REPMAN Reputation Research Center.
Salim Kadıbeşegil
In his opening speech, Salim Kadıbeşegil said, “We set out with the slogan that there is no more important task than managing our reputation. Because we saw that brands make promises, but reputation is earned! Today, a good reputation affects all business results, and competition is based on reputation indicators.”
RepMan Advisory Board Member and owner of ZENNA Corporate Brand Research and Strategy Company Nuran Aksu, who presented striking results from RepMan’s Industry Reputation Management Performance and RESPECT 2017 studies, stated that “Companies with a Reputation Management Performance of 70/100 have a 65-69% chance of being considered a ‘company people want to work for.’”
In her presentation, Nuran Aksu stated that reputation directly affects the company one wishes to work for and emphasized the following points:
Nuran Aksu
In our survey of 9,649 people across the general public, three out of every four respondents stated that employees enjoying their work positively influences their perception of that company. One in two people would prefer to work for a more reputable company even if the salary were the same, while four in ten people would not work for a company with low reputation even if they were unemployed, and three in ten people would prefer to work for a company with high reputation even if the salary were lower.”
In related research conducted under ZENNA’s management, CEO reputation also takes precedence over financial results; being visionary (65%), being innovative (54%), embracing fair management (54%), successfully managing crises (49%), valuing people (48%), and inspiring others (45%).
“Technology at the service of knowledge”
Sertaç Doğanay
Social Touch Agency President Sertaç Doğanay shared his views on whether the digital world is an “opportunity or a threat” for employer brands. In summary: At the current state of technology and the digital world, it is very easy to find information about an organization, and it is also very easy for organizations to obtain information. Nowadays, we all research companies online before going to a job interview, looking at what is being said about them. Based on all this information, we can decide whether to work there or not.”
Industry 4.0, Artificial Intelligence, and Employer Branding
Tayfun Zaman ve Abdülkadir Özbek
In the interactive discussion titled “How Reliable is Artificial Intelligence in Building Employer Branding?”, Abdulkadir Özbek, Chairman of the Board of Directors at Vizyon College, who shared the stage with Tayfun Zaman, Member of the RepMan Advisory Board, stated that technology should not be seen solely as a threat in education. Highlighting that technology can significantly reduce individuals’ workloads, Özbek said that the value of those who prioritize human values and sincerity will increase in direct proportion to the dominance of artificial intelligence in all areas.
You can watch the interactive discussion between Tayfun Zaman and Abdulkadir Özbek here.
Young people care about those who care about them
Bahçeşehir Üniversitesi öğrencileri ve işveren markası
One of the most striking parts of the forum was an interactive discussion between three students from Bahçeşehir University.
Students named Diser Saka, Mehmet Eren Erdoğan, and Melike Ayla emphasized to participants that young people prefer workplaces that care about them, sincerely implement a transparent and fair management approach, and learn from their mistakes. They pointed out that the career journey is tough and full of challenges, but they are preparing themselves to overcome these difficulties and will choose to channel their energy toward reputable institutions.
You can watch Salim Kadıbeşegil’s interview with Bahçeşehir University students here
“Employees will be proud to be part of…”
M. Serdar Kuzuloğlu
Journalist-Writer-Consultant M. Serdar Kuzuloğlu, who delivered the closing speech at RepMan Forum 2018, illustrated the impact of employer branding in the digital world with examples. Kuzuloğlu highlighted the following points:
“Employees want to be part of a place they can be proud of. Working for a profitable company is no longer appealing. Companies must also strive to earn their reputation in this context. Contrary to popular belief, earning reputation is not a burden; risking a lack of reputation is a serious waste. In doing so, it is beneficial to evaluate reputation in conjunction with the concepts of ethics and transparency. It is very difficult to establish one without the other.”
You can watch M. Serdar Kuzuloğlu’s speech here.
How Does Employer Branding Affect Corporate Reputation?
What did the panel speakers say?
Aslı Çiftçi
Yapı Kredi Group Director
He emphasized that employer branding cannot be created solely through the company’s external image, stating, “Our employees are our best brand ambassadors. Therefore, at Yapı Kredi, we prioritize internal communication over external communication. Employer branding should be considered holistically, not just in terms of external image.”
Tatsuya Kumazawa
Panasonic Eco Solutions
Member of the Board of Directors, Turkey
It is extremely important for all companies to treat their employees like family and create a suitable working environment for them. At Panasonic, we operate according to the 7 principles we have adopted, strengthening our bond with our employees. These principles are: contributing to society, constantly striving for improvement, being courteous and humble, working with team spirit and cooperation, being grateful, being fair and equal, and being harmonious and flexible. We start every morning at our company by reading these 7 principles. In this way, we emphasize both our management principles and the meaning and importance of these principles.”
Aysel Özaltınok
Corporate Brand Management Director
Panasonic Eco Solutions
“Stating that employees are the company’s most valuable asset, he said, ”With the new generation, we are approaching how we can build family ties with them. In this sense, we are working towards becoming an employer brand.”
Ergun Gümrah
IDA Communication Consultants Association
Chairman of the Board of Directors
Employees naturally expect to be valued by their organizations. Based on this, a company must first make its employees feel how much they are valued. When you act on this philosophy and fulfill its requirements, you truly become an employer brand.
REPMAN 2018 Closing Session
The closing session of the RepMan 2018 Forum was held by Prof. Dr. Haluk Gürgen, Member of the RepMan Reputation Research Center Advisory Board, and Muhterem İlgüner, Director of Brand Finance Turkey.
Scenes from RepMan Forum 2018
