Modern companies choose to "listen" to people: this is why sentiment analysis has become an essential tool also for HR strategies.
Sentiment Analysis applied to Uber has become a real case study: do we really know the meaning of Sentiment Analysis and its strategic role for companies?
Sentiment Analysis: what are we talking about?
Sentiment analysis is needed to capture and understand the signals of the "web" with regard to one's corporate brand: in Italian it can be translated as "feeling analysis", a term that helps to better understand the dimension of brand reputation in order to try to know what is published online about a company or brand. Monitoring this data is an innovative way to protect your brand, "listen" to the public opinion regarding the corporate image and earning people's trust, not only in terms of sales revenue and customer service but also in terms of talent acquisition.
We already explored the topic of social recruiting: the most innovative companies look for talents on social channels, and at the same time, potential talents (or passive candidates) navigate the web world looking for information on companies, their values, their corporate culture, building an opinion about their Corporate Image.
What are the benefits of Sentiment Analysis?
A well-structured and effective Sentiment Analysis allows a widespread and constant monitoring of everything circulating on the net that refers or somehow mentions its own brand: it is essential for an organization to have a constant pulse on the situation and to promptly intervene in case of risks for the brand reputation.
In fact, the first benefit is precisely that of protecting one's digital corporate image, in order to immediately intercept negative comments and speak with the authors, before the situation can worsen and take on “viral” dimensions.
In the HR perspective of attracting the best talents on the market, it is essential to take care of one's digital reputation in a careful and effective way, making sure that above all positive messages are conveyed, which transmit company values and spread the business culture that a potential candidate expects from the company he dreams of being a part of. In this way, it is also possible to measure the "return" of one's activities in the marketing and social fields, managing to understand which are the most popular themes and the most sensitive topics as well as obtaining concrete feedback on the tone of online conversations involving one's brand.
Furthermore, the opinions of people and users on the net are a precious source of suggestions, as well as constructive criticism: a careful analysis will allow to obtain useful advices, being able to offer a high level of customer service, as well as to support in improving corporate image.
Sentiment Analysis is also applicable to competitors' business: you can imagine how precious is to be able to understand the digital reputation of competing brands, remaining competitive on the market and without risking to lose customers together with the precious opportunity to engage talents for the company.
How to make sentiment analysis?
Reading all the comments under your social posts or monitoring the number of interactions certainly are useful activities, but not very effective and too expensive in terms of time and resources: opinions and shares can be hundreds in one day, and it is unthinkable today that such a task is carried out "by hand" employing people fully dedicated to this purpose.
Technology and digital evolution of business processes offer useful solutions also in this respect: let’s just think about the different software on the market that automatically analyse texts and provide reports on which drawing strategic conclusions. Generally, the operation of these software thanks to the semantic analysis of the text and keyword detection, determines a classification of the text as positive, negative or neutral.
There are also some more sophisticated methods based on lexical affinity, which not only detects emotional keywords easily classifiable and disambiguous, but allows to refine the figure by associating a positive or negative polarity, also in case of words used out of context or even more subjective ones.
In any case, the use of artificial intelligence, supported by the supervision of human mind which is also able to read ironic or sarcastic comments by classifying them in an appropriate way, offers the possibility of analysing large quantities of data, even in real time, with total coverage of the media sources and with excellent accuracy.
Glickon, thanks to Glickon Seek solutions designed for innovative companies that want to improve and streamline their processes in a simple and effective way, offers the opportunity to use Sentiment Analysis thanks to the strengthening of artificial intelligence algorithms, optimizing the recruiting process to identify and attract the best talents on the market.
