How does HR utilize sentiment analysis to protect the organization's brand?

• A. By analyzing internal employee mood only.
• B. By tracking stock price.
• C. By ignoring social media feedback.
• D. By analyzing digital text (reviews; social media) to quantify public opinion in real time and proactively address negative trends or feedback.

Answer: (D)

HR uses sentiment analysis to monitor how the public perceives the organization by analyzing digital text from reviews, social media, and other online mentions. By applying natural language processing to these sources, HR can quantify sentiment and track it in real time, allowing early detection of negative trends. This enables proactive actions to protect the brand—adjusting messaging, addressing root causes in policies or culture, and communicating with employees, candidates, and the public to mitigate reputational risk. That's why analyzing digital text to quantify public opinion in real time and proactively address negative trends or feedback is the best fit for safeguarding the organization's brand. Other options miss the mark: internal mood alone overlooks external perception, stock price is a financial metric not HR-driven brand protection, and ignoring social media feedback eliminates valuable signals.