reputation exposed

July 22, 2013

reputation exposed

BusinessValuations
Reputation matters and has grown in importance to companies and their leaders. In a recent article in ABA Banking Journal on the banking industry’s reputation, the topic of intangibles came up that I thought was worth emphasizing.

Years ago, investors only cared about financial performance but it is now clear from some research that 80% of the value of S&P companies is attributable to intangibles like reputation. This estimate is similar to what I have been using for years since I first learned about intangibles vs tangible assets and the enormous influence of reputation on market value. Social media has now made those intangibles easier to access and therefore opened up to most of us how companies treat their employees, build leaders and brands, follow codes of conduct, treat intellectual property, disclose information, care about communities, etc. The article pointed out that Bloomberg terminals provide information on more than 120 environmental, social and governance measures that help investors value the intangibles that drive reputation. This is an important point because whereas financial performance is based on looking backwards, intangibles now available on these types of data aggregators are more forward-looking and give a clearer picture of what might lay ahead for particular companies. The article points to another data aggregator called CSRHub which looks at companies through the lens of metrics including “best of” and “worst of” awards and rankings. As the article says, “Since the market calculates the value of businesses based on anticipated future earnings, poor reputation can be an indicator of systemic problems, which can have an adverse effect on revenues.” It is hard for me to remember a company whose reputation failed and where when the digging began, there weren’t any warning signs ready for the asking. Sometimes I go to Glassdoor.com to just read about where those early warning signs might be for particular companies and wonder why no one has investigated further what employees are only to quick to tell the world. Apparently there’s a banking industry site with reviews called MyBankTracker which was new to me.

Would we have known about Enron’s demise if Glassdoor.com or some other similar site had existed when Enron imploded? I sometimes wonder about that.

 

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

1Comment
  • Julie Schaefer
    Posted at 22:33h, 22 July Reply

    Great, thought-provoking piece. I have been thinking about the trajectory of issues lately, and believe there is definitely an emerging phase to every issue (that Glassdoor could have played a role in predicting about Enron). Love your thoughts, and enjoyed reading the piece, thanks!

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