Employees: The key link to corporate reputation management

Employees and corporate reputation are unique resources that generate positive financial performance and ultimately create sustainable competitive advantage. Corporate reputation is vital to the organization, and employees are the key link to managing it. By recognizing the synergistic role that employees can play in the overall positioning of corporate reputation, management can obtain significant achievements in terms of satisfying corporate strategic objectives. Initiatives essential to gain employee commitment to corporate reputation enhancement are examined, along with the use of the balanced scorecard to integrate corporate reputation metrics into the incentive system.