Reputation Manager Job Description (Including Salary)

By Indeed Editorial Team

Published June 1, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Online reputation management is a relatively new field that has evolved as the influence of online content has grown. Reputation managers seek to limit the effect of negative online content by promoting positive content about an organization or individual. The job description for a reputation manager typically covers all the skills and attributes that a person requires to be successful in the role. In this article, we discuss what a reputation manager job description includes, identify their salary expectations and consider how to find work as a reputation manager.

What is a reputation manager job description?

To understand a reputation manager job description, it's important to know what the role of a reputation manager entails. A reputation manager focuses on maintaining an individual or organization's online reputation. They do this by controlling the information that's available online about the individual or organization. This has become more significant as the influence of social media has increased and become a key factor in the public's perception.

A good reputation has become fundamental to the long-term success of organizations and companies. Reputation managers ensure the information that an online search generates is positive. This requires the manipulation of the information that a search may generate so that the positive information about a person or organization overwhelms anything that might be damaging. Usually, those working in the role of a reputation manager have a mix of public relations and technology skills. The job description of a reputation manager includes the key responsibilities and skills that are necessary to be successful in the role.

Related: How to Establish a Personal Brand

Responsibilities of a reputation manager

The job description for a reputation manager is likely to include:

Duties of a reputation manager

The key responsibilities of a reputation manager include:

  • Building, maintaining, and managing a positive online presence and reputation for an individual or organization

  • Monitoring and analyzing online content relating to the individual or organization, including social media, search engines, blogs and communities, and consumer forums

  • Facilitating strategies to maximize the impact of positive online content and minimize the impact of negative online content

  • Investigating the situation and facts relating to criticisms or negative comments

  • Commenting positively and responding to criticisms or negative content on social media and in online forums

  • Managing the social media accounts of the individual or organization

  • Managing and reviewing online content and taking action to limit inappropriate content

  • Evaluating review and survey data for trends and anomalies

  • Coordinating monthly reviews and performance reporting of online content

  • Using offline and online techniques to promote positive or neutral comments

  • Analyzing online statistics and overall trends and subsets by site, rating, and keyword to identify ongoing trends and potential mitigation solutions

  • Preventing and repairing online reputation threats

  • Understanding the level of an online reputation threat and managing online identities

  • Planning, strategizing, and implementing responses to online reputation threats

  • Enhancing and building a reputation by measuring the effectiveness of strategies

  • Establishing policies and procedures, standards, and systems that avoid any negative impacts

  • Creating and publishing social media and forum posts, blog content, and positive reviews

  • Developing and scheduling positive content to build trust

Educational and qualifications of a reputation manager

A reputation manager usually has a tertiary qualification. This is typically a degree in public or media relations, marketing, advertising, technology, or communications. Some universities and colleges are now offering specialist degrees in reputation management. Although a master's degree isn't necessary for many positions, it may be an advantage when applying for senior positions or positions within large organizations.

Professional knowledge of a reputation manager

A reputation manager generally has professional knowledge or expertise in:

  • Digital marketing, social media marketing, and branding

  • Mass communication

  • Social listening tools

  • Content development and management

  • Social analytics and business intelligence tools

  • Written English

  • Search engine optimization

  • Programming

Technical expectations of a reputation manager

A reputation manager is responsible for correctly reporting, making recommendations, and taking corrective actions in the following areas:

  • Share of voice

  • Sentiment analysis

  • Media type analysis

  • Social media campaign analytics

  • Search engine campaign analytics

  • Social media comparison

  • Search engine insight

  • Social media insight

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Key skills, abilities, and knowledge of a reputation manager

The following skills, abilities, and knowledge may be necessary for the role of a reputation manager:

  • Creativity to improve the image and online reputation of the individual or organization through the use of pictures, videos, forums, and other means

  • Problem-solving skills and the ability to find creative solutions at short notice to counter threats to the organization or individual's reputation

  • Oral and written communication skills

  • Analytical skills to determine what content has the potential to damage the reputation of the organization or individual and the best way to handle such content

  • Presentation and reporting skills

  • Time management skills

  • Discretion and diplomacy

  • Confidence

In addition, reputation managers require the ability to think quickly because decisive action may be essential in critical situations. Acting proactively has the potential to limit any damage to reputation as the result of a specific event. It's essential that a reputation manager is proactive when managing the reputation of an individual or organization, rather than waiting to react if negative content appears. These are often abilities that come with experience in the role.

Related: What Is Customer Satisfaction and Why Is It Important?

Salary expectations of a reputation manager

According to Glassdoor, the national average salary of a reputation manager is $86,519. Most salaries are in the range of $47,000 to $160,000. There's a large variation in the salaries that a reputation manager can expect to receive, depending on the organization or individual they work for and the circumstances relating to their employment.

An organization or individual may hire a reputation manager in response to negative publicity following a specific incident that's likely to cause damage to the reputation of the organization or individual. When this is the case, the reputation manager often receives a salary that's higher than average because of the urgency of the situation and the high degree of skill that's necessary to manage their long-term reputation.

Related: Understanding Public Relations Skills (With Examples)

Finding work as a reputation manager

Reputation managers work for both individuals and organizations, including:

Private and public companies

As the influence of online content has grown, the need for public and private companies to limit the impact of any negative content has become increasingly apparent. Consumers are looking to social media and other online forums for advice on the organizations that act ethically, provide an excellent customer experience, and display values similar to their own. A critical review or poor customer experience has the potential to affect the ongoing profitability of an organization or, in the case of a public company, their share price. As a result, reputation managers are becoming increasingly common in these organizations.


High-profile individuals hire reputation managers to maintain their online reputations. The individuals that look to hire reputation managers are those whose careers or livelihoods might suffer damage because of negative publicity. This includes politicians, company owners and executives, celebrities, and sports stars.

Often, these individuals hire a reputation manager in direct response to a specific event. Examples of these events include an arrest, a situation where members of the public have seen them behave in a manner that's contrary to the image they wish to portray, or a relationship breakup. These may be short-term positions that have a very focused scope, but which pay at a premium because of the high level of skill necessary to manage the situation and limit the damage to the individual's reputation.

Recruitment companies

Organizations and individuals use recruitment companies to fill positions that are vacant or newly established. Although these specialist recruitment companies recruit across all experience levels, they tend to focus on the senior roles at the upper end of the market. They generally cater to many roles, including temporary, contract, and permanent.

Reputation management companies

These companies hire reputation managers and other professionals with skills they can apply to reputation management to work for them. Those looking for reputation management may choose to hire a company rather than an individual professional. One of the primary benefits of this approach is the organization or individual benefits from the collective skills of a team rather than those of one person.

Salary figures reflect data listed on the quoted websites at time of writing. Salaries may vary depending on the hiring organisation and a candidate’s experience, academic background and location.

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