The main objective of the project was to support micro and small enterprises and start-ups in developing greater awareness and capacity to manage their corporate reputation, particularly in the digital context. Specifically, the project aimed to: understand existing skills gaps through shared analysis with stakeholders and partners; develop an innovative and accessible training programme with practical tools; test these tools in real contexts through a piloting phase; enhance transferability within the VET system; ensure sustainability through digital tools accessible beyond the project duration; promote dissemination and valorisation of results. Overall, the project aimed to strengthen MSMEs’ ability to face reputation-related challenges in an increasingly competitive and digital market.
The application for the project stemmed from a concrete need identified through the direct experience of CONFIMI Industria Basilicata, an association representing a wide range of micro, small enterprises and start-ups operating across different sectors. Daily interaction with member companies highlighted a widespread difficulty in strategically managing corporate reputation, especially in the digital environment. In particular, three main needs were identified: addressing the skills gap in corporate reputation; developing specific VET training pathways on this topic; strengthening MSMEs’ digital skills to improve competitiveness. Many companies, especially in early stages, tend to focus on operational aspects, neglecting identity, communication and online credibility. RepUtAction was therefore designed to respond to these needs by providing practical tools, targeted training and innovative solutions to support the development of a solid and sustainable corporate reputation.