Dear Sarah,
I’m writing to let you know that I’m withdrawing from your interview process. I’ve been doing more research and I saw some concerning news stories about your organization. I just am not comfortable working with an organization with this type of reputation.
Brittany
If you’ve ever been on the receiving end of these types of messages, you know they are a true gut punch. It’s so hard to read and see critiques of the organization that you clearly support and want the best for. However, it happens! We work in a highly spoken-about, politicalized space and we’ve learned the hard way that it’s best to move towards the feedback and be prepared to engage in an honest and transparent dialogue. (We’re not saying it’s easy! We’re saying it’s worth it.)
Maybe your school network formerly used disciplinary processes that we would never use today, and you’ve made those significant changes. Maybe your former leader has gone on to do something you and your current team do not support and need to make that clear. Maybe your organization is recovering from financial mismanagement, and that has broken trust
Maybe your campus used disciplinary processes that we would never use today. Maybe your former organization’s leader is in legal trouble. Maybe your organization is recovering from financial mismanagement. These are all real-life scenarios our clients have found themselves in, and needed support to navigate as they consider their online reputation and how they navigate hiring under these circumstances.
Institutional associations have existed for a long time in our space, and consistent, positive messaging can replace them with a more current and accurate picture of your organization.
A few actions:
1. Get crystal clear on your weak spots. Do you know the most-read comments on your org’s Glassdoor? Have you Googled your school, site, organization, or board members recently? Have you checked your 990? Are there social media accounts or groups out there that you and your team need to know about?
Tip: Make this a monthly, ten-minute practice to keep a pulse on what is out there.
2. Be prepared to talk about it. We worked with a charter network that had undergone a massive leadership change and it was all over the news. Instead of waiting for candidates to bring it up, they built out language and put it…everywhere. It was in the “About Us” section on their website, part of their organizational description on their job descriptions and we spent the first ten minutes of each interview discussing the last two years of organizational history. Did some candidates review and run? Absolutely. But a lot didn’t, and we were able to engage in meaningful conversations with a lot of folks who were excited to take on this kind of challenge. As consultants, we so appreciated the client’s intentionality and clarity to address controversy head on.
3. Active management: If Glassdoor or another review site is particularly negative or concerning, make a plan to address it. Are there other experiences you want to highlight and would love to feature on their site? If so, who is the best person to make that post and share that information? Do you have current testimonials on your website, Linkedin page, etc.
And, best for last:
4. Build your vision. It’s very hard to combat a negative review or brand without something to replace it with. Ensure that you and your team have a strong, clear brand voice and vision for organizational reputation. How would you define your ideal online reputation for your organization? What are 2-3 benefits you’re particularly proud of? What is a success story you wished everyone knew about your org? Shout that from the rooftop!
If your organization is navigating a tough chapter, or rewriting the story entirely, we’re here to help. From candidate messaging to reputation repair, our team has supported schools and nonprofits through it all. Let’s talk about how we can help you move forward with confidence, clarity, and care. Reach out to schedule a conversation with our team.
