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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.
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.
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.
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
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