UNIVERSITY of GLASGOW

Centre for Reputation Management Through People

Reputation Institute

We have links with the Reputation Institute (RI), a world-wide network interested in the management of organizational reputations. The RI has established a set of well-researched benchmarking norms and a rigorous methodology for measuring and managing corporate reputations, based on the Harris-Fombrun quotient. We are also working with colleagues in the RI in Denmark to develop and apply their WorkRep™ framework to measure and manage employer brands for organizations in the UK.

Research

Three key messages emerge from the growing body of evidence in this field that ‘prove’ the virtuous circle:

  • reputations and brands matter a great deal for improved performance and performance matters a great deal in helping attract and engage talented people,
  • reputations and brands are, first and foremost, a creation of talented and engaged people whose actions and attitudes directly impact on the external images of companies and industries, and
  • most successful examples of reputation management and corporate branding involve teams drawn from senior line management, branding, marketing, communications and, importantly from our perspective, HR.

These three messages underpin the research, teaching and development work of the Centre at the University of Glasgow’s Business School. We have brought together experts from human resource management, marketing and other disciplines with senior practitioners from leading companies to help organizations measure and manage their reputations and brands through innovations in people management practice and strategy.