Major Shoe Retailer
Under NDA
Reputation Management
Duration
6 months
Budget
$13K/year
Difficulty
Easy
Industries
Retail
Reputation Management
ORM
Monitoring
Content Creation
HR
Situation
Under NDA
Financial Damage
Budget: ₽1,020,000/year
Problem
Large share of negativity (34%) from current and former employees in Yandex and Google search results. Complaints about salary, overtime, and local management.
Tasks
- •Reduce the share of employee negativity online
- •Build communication between management and staff to improve working conditions
Solutions
- •Connected YouScan monitoring system to collect and analyze HR mentions and identify controversial topics between managers and subordinates. Based on analytics, the client held meetings with local managers to resolve specific issues
- •Conducted an audit to identify relevant negative resources for further work in two directions: (a) creating official accounts to respond to constructive negative reviews and help employees; (b) developed and implemented an internal motivation system to increase activity and ratings on identified negative resources
Results
- •Start: Positive — 18%; Negative — 34%; Neutral — 48%
- •After 6 months: Positive — 80%; Negative — 6%; Neutral — 17%
Financial Effect
Improved ratings and positive content led to increased sales and trust in the brand, strengthening the company's market position.
Conclusions
1
HR reputation management requires both external and internal communication strategies.
2
Monitoring and analytics help identify and resolve root causes of negativity.
3
Motivating employees to participate in reputation improvement can yield dramatic results.