I view our reputation as a strategic business asset that our employees help protect and build through their daily decisions in the workplace and in their actions in local communities. The dynamics of corporate reputation are complex and evolving. Our employees and executives are proud to be ranked among the leaders since it affirms our ongoing focus on issues ranging from innovation to social responsibility.
There are 2 other interesting dynamics of this ranking that will be under the lead in of many of the announcements.
The first is that each company is also assigned a Reputation Quotient (RQ). The RQ rates a company's reputation on 20 attributes (each measured on a 7-point scale) that fall into six key dimensions: Emotional Appeal, Products & Services, Social Responsibility, Vision & Leadership, Workplace Environment, and Financial Performance. Intel's RQ score is above 80, which Harris defines as an "Excellent Reputation."
Second, is the broad base of respondents. This list has been termed a "people's choice" award due to its methodology. Harris first polls more than 7,000 people to identify the most "visible" reputations according to the general public. They then conduct more than 20,000 online interviews.
Intel was specifically called out as having a Top 5 Score in Vision & Leadership, Workplace Environment, Products & Services, and Financial Performance.
The best thing about all these types of ratings is that no matter how high we're ranked, there are always areas to uncover new clues for continuous improvement.
Congratulations to Google and Johnson & Johnson for being #1 and #2. They give us something tangible to set our sights on.