Collector – October 2019 - 27

actively promoting the stories they want
people to see.
These stories begin with action-
doing good things and publicly talking
about them.
Your company's brand consists of
many things: company history, employee
treatment, community involvement,
award recognition and your approach
to doing business. Leverage anniversary
celebrations, employee awards, charity
events and elected representative visits
to publicly share your company values.
Promote these special moments and
positive deeds through articles on your
website and social media posts, and
encourage employees to repost them to
their social media accounts. Publicize
them through press releases and
carefully selected media interviews.
"Do the right things for the right
reason," Badger said. "Make sure
it's because this is who you want to
be as a company and not just to get
publicity, because I guarantee your
employees know the difference. They
can tell if you're doing it for the press
release rather than to truly make a
positive impact."
Employee support can amplify
official company efforts. If they feel
good about their employer and their
role in the company, they'll often share
positive company news.
Many companies look for
opportunities to give employees
ownership of community involvement
through planning committee
participation, paid volunteer time off
and charity group selection.
"Companies that are involved in
the community do 100% better in key
performance indicators than those that
don't," Plunkett said. "Employees have
better morale, their work becomes
more meaningful and they have more
fun. The tone has to come from the
top of the organization. It starts with
leadership."
Employees who feel good about
where they work are less likely to leave,

COLLECTOR 10.19

and less likely to post negative reviews
of their own on employer review
websites, such as Glassdoor.com and
TheLayoff.com.

KEEPING IT CURRENT
When using an online search engine,
most people don't look at results beyond
the first or second page. Influencing
what appears on those results is called
search engine optimization. Major search
engines provide some guidance to help
companies improve the content of their
website so they appear in the appropriate
search results. However, SEO is complex
and constantly changing.
"You don't want to put a lot of effort
into improving your search results and
then, once you achieve your goal, let
go of it," Williams said. "You'll have
good results for a while and then it will
degrade over time. You need to actively
manage it. Without the proper expertise,
it is difficult to manage. For many
agencies, it makes sense to work with a
vendor who provides ongoing consulting
and SEO management services."
When responding to online
complaints and sharing positive stories,
frequency and consistency matter.
Search engines place greater value on
new content over older information,
and people viewing information
about your company seek immediate
gratification. Regularly updated
websites and social media pages
improve credibility.
"Everyone in the collection industry
understands the importance of having
a compliance management system,"
Plunkett said. "For branding and
reputation management, you need to
consider how people see you online
and have a similar program. It needs
to be an ongoing, living and breathing
model that is consistently managed like
a CMS."
Tim Dressen is a communications
consultant and former editor of
Collector magazine.

1

When replying to
consumer complaints
filed through the CFPB and
BBB, keep in mind that both
consumers and regulators
will be reading your
responses.

2

Promote company
awards, anniversaries
and community involvement
through articles on your
website and social media
posts, and encourage
employees to repost them
on their social media
accounts.

3

Track and analyze your
complaint data. Look
for trends, and address
operational issues or system
glitches that might be
contributing to complaints.
27


http://www.Glassdoor.com http://www.TheLayoff.com

Collector – October 2019

Table of Contents for the Digital Edition of Collector – October 2019

President’s Page
Industry News
Best Practices
FYI
Collection Tips
Accessibility From Every Angle
Information Transformation
Calendar
Honor Roll
Education Spotlight
Behind the Name
A.I. is Transforming Compliance. Are You Ready?
What to Watch in 2020
ACA’s Industry Advancement Program Provides Amicus Support in Key FDCPA Statute of Limitations Issue
ACA SearchPoint
Ad Index
Membership
Last Word
Collector – October 2019 - Cover1
Collector – October 2019 - Cover2
Collector – October 2019 - 1
Collector – October 2019 - 2
Collector – October 2019 - 3
Collector – October 2019 - 4
Collector – October 2019 - President’s Page
Collector – October 2019 - Industry News
Collector – October 2019 - 7
Collector – October 2019 - 8
Collector – October 2019 - 9
Collector – October 2019 - Best Practices
Collector – October 2019 - 11
Collector – October 2019 - FYI
Collector – October 2019 - 13
Collector – October 2019 - Collection Tips
Collector – October 2019 - 15
Collector – October 2019 - 16
Collector – October 2019 - 17
Collector – October 2019 - 18
Collector – October 2019 - 19
Collector – October 2019 - Accessibility From Every Angle
Collector – October 2019 - 21
Collector – October 2019 - 22
Collector – October 2019 - 23
Collector – October 2019 - Information Transformation
Collector – October 2019 - 25
Collector – October 2019 - 26
Collector – October 2019 - 27
Collector – October 2019 - 28
Collector – October 2019 - 29
Collector – October 2019 - Calendar
Collector – October 2019 - Honor Roll
Collector – October 2019 - Education Spotlight
Collector – October 2019 - 33
Collector – October 2019 - Behind the Name
Collector – October 2019 - 35
Collector – October 2019 - A.I. is Transforming Compliance. Are You Ready?
Collector – October 2019 - 37
Collector – October 2019 - What to Watch in 2020
Collector – October 2019 - 39
Collector – October 2019 - 40
Collector – October 2019 - 41
Collector – October 2019 - ACA’s Industry Advancement Program Provides Amicus Support in Key FDCPA Statute of Limitations Issue
Collector – October 2019 - 43
Collector – October 2019 - ACA SearchPoint
Collector – October 2019 - Ad Index
Collector – October 2019 - Membership
Collector – October 2019 - 47
Collector – October 2019 - Last Word
Collector – October 2019 - Cover3
Collector – October 2019 - Cover4
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