3 ways employee-generated content is affecting your employment brand

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At Bazaarvoice our teams work with some of the world’s biggest brands and retailers to help them harness the power of what consumers are saying about the products and services they sell. I have always been fascinated by the transferability of Bazaarvoice’s message to how employers can harness and have their employee-generated content work for their employer brand.

Employee-generated content includes anything that a past, current, or prospective employee publishes about a company online that is accessible in the public domain – company reviews, blog posts, social media updates etc.

By applying research from consumer shopping behaviour, here are three ways that employee-generated content is similarly affecting your employment brand:

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How People Mature is your Start-Up?

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What makes a start-up mature? Business maturity brings to mind rigour, stability & predictability. In my learning it’s managing the juxtaposition of the innovative, blue-sky, and unconventional aspects of a start-up against the need for organisational diligence. The success of managing the above dictates how well the business scales and meets it’s organisational vision.

The people can make or break the small start-up: one culturally misaligned employee or one poor performer can have a much greater impact on customer satisfaction and employee engagement than a rogue employee in a larger business.

What I am interested in is how start-ups make themselves mature from a people & culture perspective. I tried to answer this with one of my Bazaarvoice colleagues recently and I was particularly fascinated to hear about his experiences of the culture ups and downs in the Bazaarvoice journey. At Bazaarvoice we describe ourselves as a ‘mature start-up’ now at 10 years of age, and we’re on a path to people maturity. Our discussion inspired me to pick up a (figurative) pen and write this post.

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