LinkedIn recently released the 2021 LinkedIn Top Companies list for a fifth year in a row, ranking the 50 best workplaces to grow a career within.
In complying the list, LinkedIn put companies to the test based on factors such as ability to advance, skills growth, company stability, external opportunity, company affinity, gender diversity and educational background. LinkedIn refers to these as ‘seven pillars’.
It is also of interest how the companies that feature on the list rank in terms of reputation. For this, RepTrak has developed the 2021 Global RepTrak® 100 and this offers insights on the 10 companies that feature on both lists.
There are some interesting contrasts. While Amazon comes in first on LinkedIn’s report, Reptrak sits the company at #92 with a reputable score of 73.1. This perhaps some of the publicity in relation to employment practices.
Google’s parent company, Alphabet, comes in second on LinkedIn’s whereas, in terms of reputation, Google ranks 15 with a score of 76.4.
Further points of interest include:
- IBM is ranked 6th in the top company list, and 54th in terms of reputation, with a score of 74.5.
- Apple at number 8, but 46 in terms of reputation with a score of 74.9.
- Dell Technologies holds the 13th spot, and the 72nd with a score of 73.6.
- Cisco sits at #22, but is at 39 according to reputation with a score of 75.1.
- Intel reaches the 25th spot with LinkedIn, but came in higher at #16 for most reputable with a score of 76.4.
- Siemens is placed at #35, but ranks 70th with a score of 73.7.
- And, Salesforce comes in at #36, whereas it’s positioned at #89 with a score of 73.2.
This suggests that the factors that come together to construct an assessment of corporate reputation are more nuanced, requiring fuller data-driven analysis. Such data may need to be fine-tuned according to different demographics that are talking about the brand across different forms of social media.
Factors to consider include sentiment analysis, reach, key messages, media penetration, front people, and the degree of interest from the general public (which is dependent upon how a company resonates with a given population, in terms of ‘Share of Voice’).
The 2021 Global RepTrak 100 ranking was based on 68,577 respondents collected globally. Data for this survey was collected from December 2020 through January 2021.
