Seven Drivers of Reputation

These Reputation Drivers reveal how a stakeholder thinks about a company — encompassing what the public typically considers when formulating and interpreting reputation.

It can be tempting to focus solely on your success as an organization, but in garnering the public’s favor, you will need a well-rounded approach to how you communicate your efforts.

We recommend prioritizing and considering these Reputation Drivers:

Reptrak uses opinion data to measure these factors on a 0-100 scale to generate Reputation scores. The 7 independent Reputation Drivers are made up of 23 factor questions that respondents answer.

Product & Services

The quality and value of its products & services, including customer experience and client support.

Innovation

How innovative a company is, whether it is first to market, and adapts quicly to change.

Workplace

The extent to which a company cares for employees' health & well-being, and its ability to offer fair rewards and equal opportunities in the workplace.

Leadership

A company's vision, the quality of its leader and managers, and managerial effectiveness.

Conduct

A company's ethics, including fairness, openness, and transparency in its business practices.

Citizenship

How environmentally-friendly a company is, its ability to support good causes, and have a positive impact on society.

Performance

A company's financial results, including profitability and growth propsects.

Own your reputation

Remember, in this era, nothing is secret and little is off-limits. Even without blatant scandal, the public knows more about the inner workings of your organization than you might realize and they consciously and unconsciously incorporate it into their judgment.

And where you are not actively communicating your efforts and successes, your audience is forming opinions on bits of available information. When you don’t communicate effectively, you are at the mercy of the public’s imagination.