How T-Mobile and Advanced Energy Use Employee Advocates to Bolster Corporate Reputation

The waning of corporate reputation is hardly a secret. In the Reputation Institute’s most recent annual report, T he Global RepTrak 100, the RepTrak score, or calculation of corporate reputation, declined for the first time since the end of the Great Recession in 2009 ( PRN, March 20, 2018).

Even the report’s top 10 most-reputable companies were sullied. The leader, Rolex, had a RepTrak score of 79.3, which is considered very good but not excellent.

The industries hit hardest in RepTrak’s average rankings included Hospitality (-16), Transportation (-13) and Airlines (-12).

In terms of trust, a component of reputation, the standard is the Edelman Trust Barometer. As you probably know, trust in U.S. institutions such as business, government and media declined in the most recent barometer, the 2018 edition ( PRN, January 30, 2018).

Mark Diller Senior Employer Brand Manager T-Mobile

Even a perusal of headlines is enough to see prominent brands may be facing reputation and trust issues. Brands such as Facebook (Cambridge Analytica and meddling in the 2016 U.

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