Glossary

Reputation management

What is reputation management?

Reputation management refers to the practice of monitoring, maintaining, and enhancing an organization's reputation across both online and offline platforms. It involves overseeing the organization's social media presence, fostering a positive culture, and managing how employees respond to negative customer reviews.

Why is reputation management important?

A company’s reputation affects everything—from talent acquisition to employee engagement. Even one viral review or tweet can impact hiring efforts and brand trust. HR teams must actively manage this perception to retain credibility, foster internal loyalty, and attract aligned candidates.

What are some common causes of reputation damage in the workplace?

Here are some of the common issues that tarnish an organization's reputation:

Toxic leadership or favoritism
Mishandled layoffs or sudden restructuring
Ignoring DEI, harassment, or mental health issues
Lack of transparency or broken promises
Overworking employees without recognition

How can HR proactively build a strong employer brand?

Encourage open feedback channels and act on them.
Highlight employee stories on social platforms.
Promote internal values through training, policies, and recognition.
Create referral and advocacy programs.
Collaborate with marketing to align brand voice inside and out.

How should HR respond to negative employee reviews?

Always reply when possible—with empathy and professionalism.
Acknowledge concerns without being defensive.
Avoid generic or legal-sounding responses.
Show willingness to improve and clarify any misinformation respectfully.

Reputation management checklist for HR teams

Monitor online reviews regularly.
Respond to both positive and negative feedback.
Create strong internal communication loops.
Train managers to reflect company values.
Publicly celebrate teams and individual wins.
Prepare crisis response frameworks in advance.
Use employee feedback to shape future policies.