Posted February 13, 2013 9:41 am by with 1 comment

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Harris Interactive has released its 14th annual Reputation Quotient (RQ) Study which measures the reputations of the most visible companies in the US.

The top spot in 2013 list (below left) goes to Amazon. Google and Apple both slipped in the rankings from 2012 (below right) with Apple having one of the largest point drops year-over-year in the list overall.

2013 Top Reputations
2013 Top 15 Reputation Ranked Companies Harris

2012 Top Reputations
2012 Top 15 RQ

The red box around UPS indicates that it doesn’t show up anywhere on the 2013 list after its top 10 of 2012. Ouch.

Reappearing on the list after falling out of the Top 60 in 2012 was Facebook coming in at #42.

One of the more disturbing findings (in my opinion of course) of this particular report is what elements are now viewed as characteristics that make one see a company as great. Look at the change from 2011 to 2013.

RQ Report Characteristics

It seems as if the criteria just two short years ago was more about the company. Now, it’s about softer measures and what the company can do for me. Drivers such as ‘would it be a good company to work for?’ and ‘having a good feeling’ about the company are more narcissistic in nature. Is this an indication of the impact of social media’s constant focus on the “Look at me!” aspect of life? Could be. Either way, when ethical standards of a company are not one of the major criteria that a company is judged by that looks like a step backwards to me. By the way, I am not shocked or surprised by this at all. It’s more like something that is just sad.

The report is interesting and gives some insights as to just what people think of when they are making a call on whether a company is good or bad.

How do your customers and others view your company? How would you WANT them to view it? Do the two match?

  • I’m surprised Whole Foods made the cut when talking about being a good company to work for. The complaints from workers there are notorious. The whole concept about it being a good place to work is odd. I love Amazon but I don’t want to work there. And it’s sad that high ethical standards is no longer a factor.