If there is something that your employees, stakeholders, clients, and customers, will never forget, is how you responded to the pandemic, and how your response has been till today. A lot of companies, not only in Singapore but around the world as well, are faced with an unprecedented number of challenges and uncertainties. Some of the most pressing challenges include business continuity as well as making sure all the employees are safe. And while employer branding might not be a priority to many companies, this is actually the best time for you to step up and respect, protect and even elevate your reputation to everyone, both internal and external. So, here is what you need to do:

Stay true to the identity of your brand

Whatever it is you are planning to do – whether it is to hire, reduce your workforce, or anything else – upholding your promises and values in an honest and transparent manner is key to managing your reputation. The pandemic is really stretching the economy, forcing many businesses to confront a new reality that puts the brand to a test. There are those businesses really struggling to survive, having lost their business alongside other disruptions, which are forced to cut down on their workforce. But there are organizations with critical workforces and are forced to ramp up staffing quickly in order to meet the global needs. As tough as it may be, businesses should examine how their brand strategy fits into the overall COVID-19 response. Remember, you have to do whatever is needed, to maintain your brand’s identity.      

Act on your purpose

Now, as you look to boost talent attraction as well as workforce engagement during this challenging period, you may want to think about how your products fit the greater societal needs. You see, by being able to adapt to the new circumstances and find a way to remain relevant, you will be able to change the perception other have over you, and that means you will be able to strengthen your reputation. As the economy and society are on the road to recovery, contributing to this recovery won’t go unnoticed. In fact, you will be reinforcing your brand’s reputation. What’s more, it is by committing to a cause that’s beyond profitability, you set an example, which underscores your company’s purpose. As a matter of fact, if you’ve ever said that societal gains were important to your business, today is the day you can prove that you meant it. This will have a tremendous effect on your talent acquisition and it will also reinforce your identity and culture.

Final thought

Managing your employer brand when there is a crisis can’t be easy, in fact, we see it as a true test of character. However, though, adopting a consistent and authentic approach will certainly help you manage expectations in a better way. Also, the way you plan for contingencies and respond to them will have a lasting impact on your employer brand as well as employees. Just remember, people will remember you tomorrow for your actions today.