Jan
2008
Corporate Reputation Watch 2008
To understand the role of reputation in the global War for Talent, Hill & Knowlton commissioned Penn, Schoen & Berland to conduct a survey of more than 500 students from some of the World’s leading business schools.
We wanted to understand the role of reputation in this war for talent. How important is corporate reputation in
attracting today’s brightest and best?
We interviewed MBA students at some of the World’s leading business schools and some very clear trends appear.
– Reputation matters, and the reputation of the company is based on far more than just its financial performance
and the quality of its products and services.
– The employee experience matters deeply. Talent is not prepared to sit and wait for the golden opportunity
of 20 years hence; they want it now.
– Values matter too – everything from ethics and corporate governance to environmental policy and social
responsibility. The reason it matters so much is that the leaders of the future have a clear understanding of the
link between reputation and financial performance.
You can download the survey research results from our website –
