communicating internally about corporate reputation ericka webb communications manager best buy, inc
TRANSCRIPT
Communicating Internally About Corporate Reputation
Ericka WebbCommunications ManagerBest Buy, Inc.
What Is Corporate Reputation?
Best Buy defines it as a measure of trust in a company’s actions and words
Noticing A Gap
• Incorporate reputation data into – Business decisions– Communication plans
My Research Question
• Do Corporate Employees Have The Same Opinion of Best Buy’s Reputation as Non-Employees?
How Do We Do Find Out?
• Administer the Reputation Tracker survey to corporate employees
• Electronic, self-selecting survey
• Phased communications raised awareness and encouraged participation
What We Asked
• Survey consisted of 20 questions
• Sample questions– How important would a given attribute be to
you if you were evaluating a company– Rate your overall perception of the company– How likely would you be to recommend this
company to a friend for employment, shopping or investing
How Do We Measure?
• Two metrics used for comparison – Overall Score– Individual attributes
What Non-Employees Say
Non-employee Reputation Scores
Social responsibility
A good place to work
Diversity
Trustworthy
Quality Products/Services
Customer service
What Employees Say
Comparative Reputation Scores
Social responsibility
A good place to work
Diversity
Trustworthy
Quality Products/Services
Customer service
Very Different Opinions
Non-employee Employee
Overall Reputation Scores
What We Wanted To Know
• Do employees have the same opinion of Best Buy’s reputation as non-employees?
• No, there are significant differences in opinions.
What Do The Scores Mean?
Possible explanations– Employees are advocates and critics – Self-selecting respondents– Demographic information missing– Poor timing– Technical constraints– Accurate portrayal
What I Would Do Next
• Create internal communication plan for top six attributes
• Begin PR and internal communications meetings
• Survey again in one year to gauge efforts
What Best Buy Is Doing
• Employee survey will be administered again– Include retail employees in sample– Not self-selecting sample– Analyzed in Perseus, Best Buy’s survey tool
• Follow up focus groups
Data Isn’t Good Or Bad, Just Actionable