Considering that we had already experienced the H1N1 Influenza pandemic in 2009, in which we had to close commercial establishments, workplaces and use the famous face masks, the City in those days seemed like a “ghost town”, but we never imagined the impact on loss of life, economic and social that this latest Covid-19 would bring us.
Everything has changed, the way we work, we relate, we communicate, the way we think about the environment and the responsibility that companies today have towards the planet and society.
During 2021, the pandemic for many impacted trust in online companies and how governments effectively managed to combat the health crisis.
The changes in the levels of perception in corporate reputation, along with the development of the pandemic, is generally related to how positive or negative this challenge was faced, this shows us that both the different stakeholders lost or gained more trust in each other. how companies were able to adapt to the impact that the pandemic represented in the industry where they operate.
As an example, the energy industry saw an important change due to the new consumption habits of society due to the drop in supply and demand from users during the pandemic, causing prices to begin to increase significantly.
And what about the automotive industry that has been hit unprecedentedly by the lack of supply of semiconductors, the famous chips. Largely due to the fact that many people installed offices in their homes, in addition to increasing the time they are exposed to entertainment platforms or digital systems to carry out sports activities without leaving home, leaving aside trips or other leisure activities. pleasure due to sanitary restrictions.
The result of the pandemic, inflation growing significantly and supply problems, caused all industries to be more closely watched now than ever. Consumer loyalty to a brand will now depend on how well organizations connect with stakeholders and how they manage macro issues such as environmental impact and technological developments to meet their demands.
So how should organizations better connect with their stakeholders?
What are the trends to watch for companies that want to succeed in the post-pandemic world?
According to a study published by the Mckinsey firm, the trends that make up corporate reputation by 2022 will be determined by three factors.
The pandemic taught us that companies cannot isolate themselves from the effects it has on their industry – even when they have no influence on the development of the situation. Therefore, companies should be focused on keeping up-to-date with in-depth knowledge of their stakeholders’ perceptions and preferences, and closely monitor how their industry is perceived in large markets.
Reviewing an example across many markets and demographics of people in general who were interviewed in 2021, the three vital aspects that build a strong reputation are: Relevance, Integrity and Authenticity. What these three factors have in common is that they are deeply associated with the values and purpose of companies. Reputation is largely built on being a company related to purposes and values (Relevance), with responsible behavior (Integrity), and being consistent in saying and doing (Authenticity).
Relevance through having a well-defined purpose – Those were the days of having a general purpose, which could easily be transferred to another company. Showing true relevance through values and actions that stakeholders can relate to to build greater trust. We believe that stakeholders expect organizations to have very well-defined purposes in accordance with their production or service operational strategy.
Integrity, through social capitalism and very active corporatism. The company’s impact on society, the environment and the lives of employees. This is where organizations must take on the role of change agents and be activists. For example, by implementing new environmental standards or creating new employment standards. Adapt to new work habits in a hybrid way, improving the quality of employees, through less rigidity than was previously acceptable in working the necessary hours in the assigned workplaces, especially in corporate offices.
Authenticity, through transparency, simplification and accessibility – Authenticity is at the heart of connecting with stakeholders. Authenticity in a corporate context means doing what you say, which makes communication even more important.
To build a strong perception of authenticity, it must focus on transparency, simplification, communication and accessibility. Transparency occurs in disclosing information clearly and accurately. Simplification occurs by carrying a clear message to the target audience, communicating in the same language and the same terms. Accessibility comes from raising awareness and engaging stakeholders.
It is clear that the pandemic has transformed organizations and society in general, offering opportunities and challenges in building the reputation of organizations looking to the future. Those organizations that embrace building their reputation by connecting effectively with their stakeholders will be the ones that succeed in the long run.