Business strategy: the era of digital and concrete actions

May 6, 2022 | Diversity & Inclusion, Employer brand

The digital presence is becoming increasingly important today. It is important, for example, for recruitment and employer branding. Do you want to know how to highlight your brand, your corporate culture, your e-reputation, especially through Linkedin? Do you want to know what actions can facilitate your growth, your recruitment, your brand image? Here are 5 concrete tips for your e-reputation.

The impact of corporate reputation

Corporate reputation represents the public perception of the business and how it operates. It plays a fundamental role in the management of the company. Indeed, it would represent 63% of its market value.[1]

According to Reputation X, [2] up to 69% of job seekers said they would turn down a job offered by a company with a bad reputation, even if they were unemployed. Moreover, according to these statistics, if offered a pay raise of up to 100%, 30% of job seekers would still reject a job offer from a company with a bad reputation.

Why invest in concrete actions?

As we have seen, digital presence and corporate reputation play a fundamental role in your strategy. For this reason, it is important to invest in concrete actions in line with your values and your corporate culture.

Indeed, values are both the DNA of the company and its psychology of action.[3]

5 concrete tips to improve your reputation [4]

  • be transparent

When there are problems, don’t ignore them. Always respond to customer concerns with transparency and above all avoid any situation where they would feel neglected (and risk bad reviews online).

A concrete example is that of KFC which in 2018 ran out of chicken. The company has not ignored the problem. They quickly apologized and ran full-page ads in two major daily newspapers to express how company executives, franchise owners and customers felt. With this strategy, KFC turned an embarrassing crisis into a PR win. Indeed, thanks to its sincere apologies and using the same language of its customers, KFC quickly repaired its reputation.

  • Keep your promises

Trust is a fundamental element in your relationship with your customers. Make sure you can do what you promise, and do it well.

Trust matters, and 90% of people read online reviews before visiting a business. Therefore, it is important not to disappoint your customers and lead them to write bad recommendations about you.

  • Improve the sustainability of your business

In recent years, companies like Walmart, Starbucks and Ford have improved their reputations by announcing new ways of working that reduce their impact on the environment.

Furthermore, according to Forbes, [5] 92% of consumers have a more positive image of companies that support social issues and environmental efforts. Additionally, 87% will buy a product because a company has championed a cause they care about.

Thanks to concrete actions, for example in the field of corporate responsibility, the confidence of your prospects, customers and employees can increase.

Trust is multiplied by 3.2 when a company’s reputation score increases from average to excellent [6] .

Beyond any “greenwashing” effect and pure marketing approach, rethinking one’s business strategy by applying the principles of sustainable development can prove economically profitable. By integrating major issues such as climate change, waste and inequality into your processes, you can, for example, shorten your supply chain and thus optimize your margin.

All of these measures are simple but effective ways if you want to improve your company’s reputation, online and offline, in addition to reinforcing strong values in your company that contribute to your corporate culture.

  • Presence on Linkedin

But which platform to choose? LinkedIn is surely one of the most considered platforms for recruiting. In fact, 73% of companies consider LinkedIn the most effective site for finding qualified candidates and, in fact, developing its presence and promoting the employer brand.[7]

Being present on Linkedin requires monitoring and regular interactions. It is through the repetition of your messages and your concrete actions that your brand becomes known and recognized.

  • Presence in Google

Being present in Google requires SEO efforts. This includes your website, and other additional elements that optimize the positioning of your company’s name in Google.

Like Linkedin, being present on Google requires monitoring and regular actions. Monitoring your e-reputation is not to be taken lightly.


At 123 Next Generation , we help companies communicate about their brand image, particularly through digital and videos. We support you over the long term in a holistic way in the key subjects of your intergenerational communication & leadership, Linkedin videos and strategies, your talent management, your corporate culture, in particular for more visibility and attractiveness, performance and long-term retention, corporate responsibility.

We offer tailor-made consulting, communication and training services, dedicated to companies and their talents.

Want to know more ? Email us at or give us a call on 022 552 22 40 and let’s discuss your needs.

We look forward to meeting you soon.