Reputation and
The War for Talent
Corporate Reputation Watch 2008
Research Objectives

 Corporate Reputation Watch 2008 looks at the role
            of reputation in the war for talent.
I...
Methodology

   Research Design: Penn, Schoen & Berland Associates conducted 527
  intercept interviews from May 4 – 22 20...
Methodology
     Schools                                 Sample Size
     United States                              200
 ...
Reputation and career choice
Assessing reputation
Assessing reputation – regional differences
Reputation and financial performance
Factors driving choice
Ready to move?
Sectoral winners and losers
Public or private?
Overcoming a poor reputation
Ready to relocate?
Who promotes reputation well by region?
(Re) location, location, location….
(Re) location, location, location – regional
differences
Interest in emerging economies
What’s important in CSR?
What’s important in CSR? – regional
differences
Saying no
Saying no – regional differences
Reach for the stars
Ready for success?
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Reputation And The War For Talent

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Corporate Reputation Watch 2008 looks at the role of reputation in the war for talent.
In order to understand how reputation impacts career choice, how top talent assesses reputation and the drivers of the corporate brand, Hill & Knowlton commissioned Penn, Schoen & Berland to seek the views of MBA students at top business schools.

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Reputation And The War For Talent

  1. 1. Reputation and The War for Talent Corporate Reputation Watch 2008
  2. 2. Research Objectives Corporate Reputation Watch 2008 looks at the role of reputation in the war for talent. In order to understand how reputation impacts career choice, how top talent assesses reputation and the drivers of the corporate brand, Hill & Knowlton commissioned Penn, Schoen & Berland to seek the views of MBA students at top business schools.
  3. 3. Methodology   Research Design: Penn, Schoen & Berland Associates conducted 527 intercept interviews from May 4 – 22 2007 and from October 1 – November 8 2007.   Audience: Interviews were conducted with current MBA students at 12 top ranked international business schools in the US, Europe and Asia. Continent's Continents Number of Schools Weighting US 4 40% Europe 6 40% Asia 2 20%   Data has been weighted so that the overall results reflect the balance by region of the world’s top business schools.
  4. 4. Methodology Schools Sample Size United States 200 Columbia Business School [US] 50 Harvard Business School [US] 50 New York University: Stern [US] 50 MIT: Sloan [US] 50 Europe 242 London Business School [UK] 37 IESE Business School [Spain] 40 HEC Paris [France] 41 University of Oxford: Saïd [UK] 44 SDA Bocconi [Italy] 40 TIAS [The Netherlands] 40 Asia 85 Chinese University of Hong Kong [HK] 40 Tsinghua University [China] 45
  5. 5. Reputation and career choice
  6. 6. Assessing reputation
  7. 7. Assessing reputation – regional differences
  8. 8. Reputation and financial performance
  9. 9. Factors driving choice
  10. 10. Ready to move?
  11. 11. Sectoral winners and losers
  12. 12. Public or private?
  13. 13. Overcoming a poor reputation
  14. 14. Ready to relocate?
  15. 15. Who promotes reputation well by region?
  16. 16. (Re) location, location, location….
  17. 17. (Re) location, location, location – regional differences
  18. 18. Interest in emerging economies
  19. 19. What’s important in CSR?
  20. 20. What’s important in CSR? – regional differences
  21. 21. Saying no
  22. 22. Saying no – regional differences
  23. 23. Reach for the stars
  24. 24. Ready for success?

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