Posted by Paul Daley - Director, APAC
APAC talent management, employer brand, Reputation Management, Talent management
Posted on July 28th, 2011 at 8:50 am

Protecting the brand – harder than you think!

Apple has found themselves in a tricky situation. Three fake Apple stores have recently been exposed in China. Not a big issue in itself, but the onslaught that’s followed has certainly created a reputational crisis both for Apple and the fake stores involved.

But what does this mean for us in the world of talent?

This, shall we say, ‘incident’ of misrepresentation is happening every day in your organisation. Employees, current, former and future are taking the opportunity to share their opinion on you as an employer amongst their network.

An innocuous enough event you may feel, but what are they saying about you? This uncertainty about the message, style and tone is what creates horrors for employers.

This is not a new phenomena; Ambler and Barrow in 1996 started talking about the concept of the employer brand. A direct recognition that the way in which your organisation is perceived does require some careful management. So what’s the point?

Back to Apple. Maybe the recent incidents in China are a reminder to us all that in the age of technology, ubiquitous supply of information and social media, sometimes the basics will still come to haunt us.


  1. It means that Apple will be cracking down on trademarking issues and everything few, far and in-between to protect their brand.

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