A Year for Scorecards

May 30, 2009

A Year for Scorecards

  Not sure it means anything but we thought we’d take a look at whether there are more scorecards/rankings now vs. one year ago. We keep this large, complex and detailed database on which awards exist for companies seeking to be recognized as being the most responsible, best at diversity, most ethical, best leadership, best reputation, best training, etc.  The database looks at when applications are due, when they are announced, who fills out the surveys, how to apply, how popular the ranking  is, etc.  You get it.  The database, called Scoreboxx™, helps companies “credentialize” themselves and communicate how they lead the industry.  It is part of our reputation-building services.


Since we realized it would be next to impossible to determine if there has been a change in the number of scorecards year over year since many scorecards just disappear or just get added randomly, we took a look at response rates to some of the rankings in 2007 vs. 2008. Not a scientific analysis but interesting nevertheless.  Listed below is our brief analysis of some of them for what’s worth.


Some are up and some are down. Some are flat. Here is what Liz, my colleague, and I think. For those awards where recruiting or talent  are important, higher responses have been recorded year over year. More employers returned surveys for BusinessWeek’s Best Places to Launch a Career and Fortune’s Top 100 MBA Employers, more applications were received this year for DiversityInc Top 50 and more nominations came in for the World’s Most Ethical Companies.  It goes without saying that the lower number of respondents for BusinessWeek’s Most Innovative Companies means nothing since this has been a disruptive year for business and some executives were just holding your breath that they were not getting pink slips. And presumably many did.



Chg vs. prior year





BusinessWeek Best Places to Launch a Career





Career directors



(will be out in Sept)





BusinessWeek Customer Service Champs


>1,000 readers

>1,000 readers


BusinessWeek Most Innovative Companies


2,950 execs

2,700 execs


DiversityInc Top 50 Companies for Diversity


352 applications

401 applications


Ethisphere World’s Most Ethical Companies


“…received a record # of company nominations…” (no data)


Fortune Best Companies to Work For


 100,000 employees (246/company)

~81,000 employees (229/company)


Fortune Top 100 MBA Employers


5,769 MBA candidates

6,207 MBA candidates


Harris Interactive Reputation Quotient


7,105 consumers

6,587 consumers


Reputation Institute Global Pulse


>60,000 consumers

>70,000 consumers



What does seem interesting is that in a world where companies have stumbled catastrophically and reputational equity has been slipping away, the focus on talent, diversity and ethics might be a good sign of better things to come.

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Leslie Gaines-Ross
Leslie Gaines-Ross

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 corporate and CEO reputations.

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