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How does your employee feel about working for you? Is it with a sense of pride, or indifference, or shame? What sort of image does your company have?

Organizational image can make or break fortunes in the people-centric times we live in. An organization's image is a critical parameter when one analyzes the impact it has, not only on the general public but on the employees which constitute its workforce. Organizational image reflects individuals' perceptions of the actions, activities, and the accomplishments of the organization, and it ranks the organization in comparison with other organizations. A successful organization bridges the gap between popular perception and reality, thus, establishing its credibility.

Organizational Brand & Image

Organizational Brand reflects on a core idea, concept or value that the company wishes to portray. One of the ways an organizations brand is communicated is through marketing and core activities. Branding and image are deeply related concepts. Brand is based on behaviour and is one which can be easily maintained. Consistent behaviour helps develop reputation which generates an image of the brand in the minds of the public. The brand aids in inspiring confidence, trust an assurance to the target audience. A strong organizational image is the interface for the brand created and the organizational delivery on the assurance promised.

Organizational Image: The Bigger Picture

One of the major problems haunting most of the organizations today is attrition. Bringing down attrition levels can save essential and expensive resource for any company. And here is where the organizational image can play a major role in countering attrition.

It is a common misconception that salary is single most important reason for employees to quit their jobs. The reality, as research has time and again shown, is that most employees leave organizations on account of various other factors such as the failure on the part of the organizations to provide challenging jobs, expansion of their domain capability, career satisfaction, recognition and encouragement, support, good supervisors and pleasant working environment. Even trivial issues affect employee morale and lead to attrition, for example, change of place / seat, pantry, air-conditioning equipment management, etc.

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Subhashini Acharya,
Bachelor of Engineering in Computer Science from Utkal University,
Post Graduate Diploma in Management from XIM, Bhubaneswar (Batch 2006-08),
Currently, employed with TATA Corporate HR as a part of their HRDP Program.