The reputation capital of an individual in business environment and its impact on company’s reputation

In the modern world, the desire to be well perceived by the environment has become a duty, which is the only way to achieve a competitive advantage and success. Today, the reputation capital of an individual is of great importance, especially on the labor market. Everyone wants to be an important part of the team. To have respect and love in the workplace, it is necessary to develop and increase your reputation capital. In this article, the authors consider in detail the concept of «reputation», including the approaches of domestic and foreign authors, study the concept of «business reputation», its main characteristics, elements and advantages. The paper studies the ways to increase the reputation capital of an individual in business environment, as well as mistakes that should be avoided. It notes the actions that should be taken if someone wants to blacken business reputation for their own benefit. This article highlights and describes the impact of a person's reputation capital on the reputation of an enterprise based on the results of a Weber Shandwick survey, and also examines the company's impact on the reputation of employees: investigates key criteria of a future employer for most applicants, analyzes certain methods and tools for retaining valuable employees in the workplace in the long term. The article concludes with is formulating the concept of «reputation» as a social opinion, justified or not, about a certain object. A good reputation is synonymous with prestige, fame and a good name; a bad reputation is equated with dishonor or discredit.