|Bob Gomes, president & CEO|
Reputation building and word of mouth have gone online
Traditionally, the best way to build and maintain a positive reputation is to provide exceptional service to our clients and have them be our ambassadors. These days that doesn’t quite go far enough. Social media has put word of mouth into overdrive. Stories, good or bad, about a company posted online have a long shelf life and can repeatedly surface in searches for many years to come. Blogging can not only improve our search results but also give us the opportunity to tell the stories that don’t make it to the media. Stories that describe what it’s like to work at Stantec, what makes us a great company, and what makes our people tick provide our stakeholders with a valuable running narrative. Other tools like Twitter and Facebook give us the ability to listen to and participate in conversations that are happening about Stantec. We need to speak for ourselves on the Web and engage people who are interested in what we do in order to continue to build and manage our positive reputation.
We want to provide our employees with content they can use
More and more of our people are active online and are finding interesting and effective ways to use social media tools for business. By participating in these networks as a company, we are providing our staff with content they can use to sell Stantec to clients and potential employees. For example, we have an album on Facebook that contains pictures of a number of our offices. When recruiting a potential employee, someone in our Human Resources group could email a link to a specific photo with a note saying, “You could be sitting here.” That sends a very personal and powerful message. On our blog, we have posted a video of Gary Sorge, a Stantec employee in New York City, discussing the park renovation designs he did for Harold and Greeley Squares in Manhattan. Landscape architects across the Company can direct clients to that video to showcase some of the interesting work we can do on city parks. Through these tools, we can provide very specific, interactive, and timely information that our staff can employ to market their services in a unique and easy-to-use manner.
This is why we are now using social media. Although we know there are many employees who won’t use these tools, we know there are many who will find creative ways to attract potential employees, network with clients, and win work using social media. It’s our job as a company to support and encourage them along the way.