Reputation Institute Launches Employer Status Measure

In the US, research organization Reputation Institute has launched a solution called Employer RepTrak, to measure the reputation of companies as employers.

The firm's existing RepTrak tool is used for analysing the reputations of companies and institutions. The new Employer RepTrack solution evaluates employer reputation using a model that includes measures of total rewards, professional development, work environment, products, corporate responsibility, and market leadership.

Employer RepTrak uses 26 attributes that determine an individual's perception of an organization. Because it is a predictive measure of behavior, it links employer reputation with job seekers' choices including a willingness to work for a company, recommend a company to others, and trust a company during 'turbulent times'. CEO Kylie Wright-Ford (pictured) comments: 'While it's true that a number of traditional factors contribute to a candidate's decision to select a particular company to work for, it's irrefutable that a company's excellent reputation is the key determinant for the majority of job seekers'.

Reputation Institute recently acquired Toronto-based media measurement and analysis specialist Cormex Research, having previously taken over London-based brand trust analytics company Mettle Consulting. The company is online at www.reputationinstitute.com .