How is your company seen in the community?

Working to improve two key relationships, employee and community, can help you manage the impression people have of your organization. Effectively managing your company's image is beneficial because successful, well-respected organizations attract and retain top quality employees.

Are you an employer of choice?
Your employees play an important role in your corporate image. Not only do they represent your company's image, they also know what it's like to work for your organization. Since employee referrals are one of the best ways to attract new applicants, ensuring that your employees are happy is beneficial for this reason, and many others. Word of Mouth is the best form of advertising.

Become an employer of choice by shaping your company into an organization that supports employees not just on the job, but outside the organization as well. Today's trend is to help employees balance work with their personal lives. The most sought after employers offer flexible work arrangements and benefits programs that go beyond health care coverage to include such perks as tuition reimbursement, an employee assistance program and health and wellness resources.

Your organization's culture also factors in the company's image. Employees want to feel that they play an important role and that their contributions matter. Organizations that foster open communication, recognize employee accomplishments and continually seek ways to improve employee satisfaction are more likely to have a positive corporate culture, and a positive image both inside and outside of your office.

Community relations
Developing a charitable giving and volunteer program at your organization can help you create awareness about your company in the community while supporting worthwhile causes. This is a great public relations effort. Awareness creates interest - and interested community members may consider your organization as an appealing place to do business.

People look favorably on employers who support the community through charitable giving and volunteerism. The Society of Human Resource Management (SHRM) reports that 83 percent of Americans have a more positive image of companies that support a cause they care about.

Not only do corporate volunteer programs attract new job applicants, they give current employees a sense of pride in their organization. Employees can say, "I'm part of a company that really cares about the community." These programs can help create more company loyalty and reduce turnover.

For the most effective results, create a charitable giving and volunteer program at your organization that encompasses your company's values, culture and community needs. Because different people will be interested in different community service initiatives, it's important to support a wide variety of charities. Many organizations offer employees the flexibility to select the causes that are important to them. Companies often offer donation matches and paid time off from work to perform volunteer work.

Nurture your employees with rewards and recognition and support charitable community events and causes and you'll see a return on these important investments.