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reputation starts here




 10 Companies
  with Stellar
Employee Brand
 Ambassadors
Reputation Starts Here
                     10 Companies with Stellar
                    Employee Brand Ambassadors
What is the X-factor for corporate reputation? Is it simply how a company’s brand is
perceived by the public? Is it the company culture? What about charitable activities,
community engagement, corporate leadership and work/life balance?

For us, the answer to all of these is yes. But we also believe corporate reputation
starts closer to home, with employee brand ambassadors who best represent the
company beyond the office—whether offline or on, and whether via social or
traditional media.

You’ll find some unsung heroes—and one guaranteed surprise—in this refreshing
collection of small and large companies who see brand ambassadorship the same
way. They all recognize that reputation is more than how a company manages its
image. It’s also about the principles and people behind corporate actions. We
believe we found some stand up – and stand out – winners with stellar employee
ambassadors. See what you think …
1. Intel
             A Worldwide Winner
                             Intel is a big reputation winner overall. It is #42
                             on the Reputation Institute’s Global Pulse
                             Study. It is #32 on Fortune Magazine’s overall
                             Top 50 World’s Most Admired Companies list
                             (and #1 most admired in its industry). It is #3
                             on Forbes’ World’s Best for Leadership list,
                             and is also on WorkingMother.com’s 2011 list
                             of 100 Best Companies.

                             The common denominators in all of these
                             listings are innovation, leadership, and
                             commitment to long-term investment. Brand
                             ambassadors appreciate that, which is why
                             the company has almost 4M likes on
                             Facebook and over 32 separate Facebook
                             pages, as well as 68K Twitter followers. Intel
                             has a reputation for taking on the world with
                             big ideas (its IdeaJam program is a great
                             example). And it all starts with Intel’s
                             employees. Bravo!
           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
2. TOMS Shoes
            Shoes Equal Education
                             TOMS founder, Blake Mycoskie, has made
                             children around the world part of the fashion
                             conversation. His “One for One” program is
                             simple – buy a pair of TOMS shoes and the
                             company gives a pair to a child in need. That
                             is why it’s listed here as an unsung hero.

                             Mycoskie frequently claims that shoes equal
                             education. In Haiti, for instance, a child is not
                             allowed to go to school unless the child has
                             shoes (due in part to health concerns).
                             Admittedly, we didn’t find TOMS on many “Top
                             Business” lists, but those lists aren’t
                             everything. TOMS leads with compassion and
                             we admire that. Its employees do, too—which
                             is why they comment and tell their personal
                             stories regularly on its Facebook page (no
                             wonder it enjoys nearly 1.2M likes)!



           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
3. Publix Super Markets
           “Not Just a Supermarket”

                             Publix is one of 13 lucky companies to have
                             landed a spot on the CNN Money 100 Best
                             Companies to Work For list every single year.
                             The supermarket chain is the largest employee-
                             owned company in the U.S. and the largest
                             employer in Florida.

                             Publix focuses its philanthropic efforts on youth,
                             education (literacy, in particular), and the plight
                             of the homeless and hungry. It finances projects
                             through a charitable trust. In 2001, it created a
                             “Get into a Green Routine” program for
                             encouraging energy conservation. It also
                             supports community initiatives such as the
                             Special Olympics and the Children’s Miracle
                             Network. Saying Publix is not just a
                             supermarket is an understatement. Just visit the
                             “I Heart Publix” Facebook page to see why!


           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
4. Patagonia
             The Other 1% Group
                             Patagonia was green before it was cool! It’s
                             also the founder of the 1% For the Planet
                             program and one of the unsung heroes of this
                             list. The program, founded in 2002, has given
                             over $100 million dollars away. It is a 45-
                             nation strong co-op of businesses that give
                             1% of their gross revenues to improving the
                             environment.

                             Patagonia employees are rabid advocates
                             who also walk the walk. Its outspoken
                             employee ambassadors include official
                             greeter Chipper Bro, who spreads the good
                             word when answering the phone there, when
                             surfing and when winning Frisbee freestyle
                             world championships (he’s won 12). Visit
                             Patagonia’s Facebook page for peek into the
                             super-frequent, passionate conversation
                             going on around this brand.

           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
5. American Express
            Working-Mom Friendly
                              American Express rates high overall (#49 on
                              CNN Money’s 100 Best Companies to Work
                              For), but is especially strong for working
                              moms. A full 64% of its employee base is
                              female. Over 30% of the top 500 company
                              jobs are held by women, a high percentage
                              for the financial industry. This secured Amex
                              a spot on the WorkingMother.com Top 100
                              Companies list this year.

                              Working moms returning from maternity
                              leave are allowed to phase back in with
                              reduced hours. The company offers back-up
                              childcare services and support groups. And
                              management describes employee wellness
                              as a core business value. The same spirit is
                              evident in its cause-driven “Member’s
                              Project” on Facebook. Over 2.2M fans on
                              the Amex Facebook page can’t be wrong.

           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
6. Whole Foods Market
               Walking the Walk
                             Whole Foods’ sweet spot is its commitment to
                             health. That makes sense for an organic-
                             focused food market, but its #24 position on
                             Fortune Magazine’s 100 Best Companies to
                             Work For seals the deal. Employees are given
                             discounts to maintain a healthy lifestyle. The
                             company website has a values page that lists
                             all of its initiatives, including organic produce,
                             health for kids, ethical seafood harvesting, and
                             environmental protection.

                             Whole Food’s motto—Whole Foods, Whole
                             People, Whole Planet—emphasizes that its
                             vision reaches far beyond just being a food
                             retailer. Combine this approach with the ideas
                             presented in its Declaration of
                             Interdependence and the comments on its
                             Facebook page and you can see that Whole
                             Foods’ reputation for caring is real.


           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
7. SAS
   The Best Company to Work for (Again)
                             SAS is #1 on the CNN Money 100 Best
                             Companies to Work For list and has been for
                             the last 14 years. Why? One reason is its
                             attention to its employees’ needs. Says one
                             manager: “People stay at SAS in large part
                             because they are happy. But to dig a little
                             deeper, I would argue that people don’t leave
                             SAS because they feel regarded—seen,
                             attended to and cared for.”

                             SAS features on-site healthcare, affordable
                             childcare, a kids’ summer camp, car cleaning,
                             a beauty salon, and a state-of-the-art 66,000-
                             square-foot gym. With that same attention paid
                             to its customers on Twitter, it’s easy to see why
                             the company enjoys such a great reputation
                             among its employees.




           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
8. Boston Consulting Group
     Well-Paying Corporate Philanthropist
                              Boston Consulting Group comes in at #2 on
                              the CNN Money 100 Best Companies to
                              Work For list, sitting among the top dozen for
                              six straight years. BCG has avoided layoffs,
                              and has even added employees during 2010.
                              Its Social Impact Practice Network (SIPN)
                              offers a chance to work with the U.N. World
                              Food Program and Save the Children. And
                              its employees participated in an active,
                              hands-on Haiti relief effort.

                              BCG also has a reputation for paying well.
                              Service and philanthropy certainly are very
                              important, but having a reputation as a
                              company that financially rewards its
                              hardworking employees is bankable, too.
                              BCG gets our seal of approval for keeping it
                              real in the “why we do this work” category.
                              With over 612 Facebook recommends, it
                              looks like others feel the same way!

           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
9. Virgin
                 A Good Knight
                              Sir Richard Branson understands reputation.
                              Both he and his company have a strong style
                              and verve. That, coupled with a four-star
                              employee satisfaction rating on Glassdoor
                              and billing as the most eco-friendly airline
                              according to Smarter Travel Editor’s Choice,
                              gives Virgin a reputation that extends well
                              beyond flashy notoriety.

                              Add Branson’s Virgin Unite Foundation into
                              the mix for good measure and you also have
                              a solid reputation for doing well by doing
                              good. The company’s employees also keep
                              up a running dialog on both Twitter and
                              Facebook, with frequent daily deals,
                              brainteasers and fun contests. The company
                              may be a mega-empire, but it hasn’t forgotten
                              that it takes more than one highly visible
                              ambassador to spread the good word!


           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
10. Goldman Sachs
       Surprise! Rehabbing a Reputation
                             We know this one comes as a surprise. Though
                             humbled, Goldman Sachs was among the first to
                             seek to pay back federal assistance in 2009.
                             Through it all, its employees have helped rehab
                             its reputation: The company came in as a
                             Working Mothers favorite, with a higher-than-
                             average proportion of women in management.
                             Employees give it a four-star Glassdoor rating.
                             And it was named a 2011 Top 20 pick on Forbes’
                             Best Leadership Companies list.

                             Companies on the list “give everyone at every
                             level the chance to develop and practice
                             leadership,” as opposed to 69.2% of other
                             companies, and also “encourage local leaders to
                             participate in HQ decisions, compared to 71.8%
                             of peer firms.” Nurturing both women and leaders
                             contributes to a good reputation and Goldman
                             Sachs seems to be on the way to rebuilding its
                             image the right way.

           Reputation Starts Here
10 Companies with Stellar Employee Brand Ambassadors
Reputation Starts Here
                  10 Companies with Stellar
                 Employee Brand Ambassadors
Reputation Is a Valuable Asset...

Most in the C-suite agree that corporate reputation is important. They speak
about reputational ROI—and most have it pegged to metrics correlated against
sales and even stock valuation. At minimum, they track competitive mentions,
share of discussion and even tone in traditional and social media to stay on top
of it.

But the best also invest in building reputational capital where it starts: with
employees, their greatest assets. These brand ambassadors—and the
communities and customers they touch—are the ones driving the conversation
and shaping your reputation these days, both online and off. Learn from the
corporate reputation winners listed here, and you’ll be well on your way to
building (or rebuilding) a stellar corporate reputation of your own—from the inside
out!
Reputation Starts Here
                  10 Companies with Stellar
                 Employee Brand Ambassadors

                    Next on “The Pulse”:
     "Goal! 10 Top Sports Teams Doing Social Media Right”

                                      THE PULSE:
             Delivering shareable and shareworthy content with a twist
so integrated marketing and communications professionals can work smarter, succeed and enjoy.


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10 Companies with Stellar Employee Brand Ambassadors

  • 1. reputation starts here 10 Companies with Stellar Employee Brand Ambassadors
  • 2. Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors What is the X-factor for corporate reputation? Is it simply how a company’s brand is perceived by the public? Is it the company culture? What about charitable activities, community engagement, corporate leadership and work/life balance? For us, the answer to all of these is yes. But we also believe corporate reputation starts closer to home, with employee brand ambassadors who best represent the company beyond the office—whether offline or on, and whether via social or traditional media. You’ll find some unsung heroes—and one guaranteed surprise—in this refreshing collection of small and large companies who see brand ambassadorship the same way. They all recognize that reputation is more than how a company manages its image. It’s also about the principles and people behind corporate actions. We believe we found some stand up – and stand out – winners with stellar employee ambassadors. See what you think …
  • 3. 1. Intel A Worldwide Winner Intel is a big reputation winner overall. It is #42 on the Reputation Institute’s Global Pulse Study. It is #32 on Fortune Magazine’s overall Top 50 World’s Most Admired Companies list (and #1 most admired in its industry). It is #3 on Forbes’ World’s Best for Leadership list, and is also on WorkingMother.com’s 2011 list of 100 Best Companies. The common denominators in all of these listings are innovation, leadership, and commitment to long-term investment. Brand ambassadors appreciate that, which is why the company has almost 4M likes on Facebook and over 32 separate Facebook pages, as well as 68K Twitter followers. Intel has a reputation for taking on the world with big ideas (its IdeaJam program is a great example). And it all starts with Intel’s employees. Bravo! Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 4. 2. TOMS Shoes Shoes Equal Education TOMS founder, Blake Mycoskie, has made children around the world part of the fashion conversation. His “One for One” program is simple – buy a pair of TOMS shoes and the company gives a pair to a child in need. That is why it’s listed here as an unsung hero. Mycoskie frequently claims that shoes equal education. In Haiti, for instance, a child is not allowed to go to school unless the child has shoes (due in part to health concerns). Admittedly, we didn’t find TOMS on many “Top Business” lists, but those lists aren’t everything. TOMS leads with compassion and we admire that. Its employees do, too—which is why they comment and tell their personal stories regularly on its Facebook page (no wonder it enjoys nearly 1.2M likes)! Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 5. 3. Publix Super Markets “Not Just a Supermarket” Publix is one of 13 lucky companies to have landed a spot on the CNN Money 100 Best Companies to Work For list every single year. The supermarket chain is the largest employee- owned company in the U.S. and the largest employer in Florida. Publix focuses its philanthropic efforts on youth, education (literacy, in particular), and the plight of the homeless and hungry. It finances projects through a charitable trust. In 2001, it created a “Get into a Green Routine” program for encouraging energy conservation. It also supports community initiatives such as the Special Olympics and the Children’s Miracle Network. Saying Publix is not just a supermarket is an understatement. Just visit the “I Heart Publix” Facebook page to see why! Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 6. 4. Patagonia The Other 1% Group Patagonia was green before it was cool! It’s also the founder of the 1% For the Planet program and one of the unsung heroes of this list. The program, founded in 2002, has given over $100 million dollars away. It is a 45- nation strong co-op of businesses that give 1% of their gross revenues to improving the environment. Patagonia employees are rabid advocates who also walk the walk. Its outspoken employee ambassadors include official greeter Chipper Bro, who spreads the good word when answering the phone there, when surfing and when winning Frisbee freestyle world championships (he’s won 12). Visit Patagonia’s Facebook page for peek into the super-frequent, passionate conversation going on around this brand. Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 7. 5. American Express Working-Mom Friendly American Express rates high overall (#49 on CNN Money’s 100 Best Companies to Work For), but is especially strong for working moms. A full 64% of its employee base is female. Over 30% of the top 500 company jobs are held by women, a high percentage for the financial industry. This secured Amex a spot on the WorkingMother.com Top 100 Companies list this year. Working moms returning from maternity leave are allowed to phase back in with reduced hours. The company offers back-up childcare services and support groups. And management describes employee wellness as a core business value. The same spirit is evident in its cause-driven “Member’s Project” on Facebook. Over 2.2M fans on the Amex Facebook page can’t be wrong. Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 8. 6. Whole Foods Market Walking the Walk Whole Foods’ sweet spot is its commitment to health. That makes sense for an organic- focused food market, but its #24 position on Fortune Magazine’s 100 Best Companies to Work For seals the deal. Employees are given discounts to maintain a healthy lifestyle. The company website has a values page that lists all of its initiatives, including organic produce, health for kids, ethical seafood harvesting, and environmental protection. Whole Food’s motto—Whole Foods, Whole People, Whole Planet—emphasizes that its vision reaches far beyond just being a food retailer. Combine this approach with the ideas presented in its Declaration of Interdependence and the comments on its Facebook page and you can see that Whole Foods’ reputation for caring is real. Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 9. 7. SAS The Best Company to Work for (Again) SAS is #1 on the CNN Money 100 Best Companies to Work For list and has been for the last 14 years. Why? One reason is its attention to its employees’ needs. Says one manager: “People stay at SAS in large part because they are happy. But to dig a little deeper, I would argue that people don’t leave SAS because they feel regarded—seen, attended to and cared for.” SAS features on-site healthcare, affordable childcare, a kids’ summer camp, car cleaning, a beauty salon, and a state-of-the-art 66,000- square-foot gym. With that same attention paid to its customers on Twitter, it’s easy to see why the company enjoys such a great reputation among its employees. Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 10. 8. Boston Consulting Group Well-Paying Corporate Philanthropist Boston Consulting Group comes in at #2 on the CNN Money 100 Best Companies to Work For list, sitting among the top dozen for six straight years. BCG has avoided layoffs, and has even added employees during 2010. Its Social Impact Practice Network (SIPN) offers a chance to work with the U.N. World Food Program and Save the Children. And its employees participated in an active, hands-on Haiti relief effort. BCG also has a reputation for paying well. Service and philanthropy certainly are very important, but having a reputation as a company that financially rewards its hardworking employees is bankable, too. BCG gets our seal of approval for keeping it real in the “why we do this work” category. With over 612 Facebook recommends, it looks like others feel the same way! Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 11. 9. Virgin A Good Knight Sir Richard Branson understands reputation. Both he and his company have a strong style and verve. That, coupled with a four-star employee satisfaction rating on Glassdoor and billing as the most eco-friendly airline according to Smarter Travel Editor’s Choice, gives Virgin a reputation that extends well beyond flashy notoriety. Add Branson’s Virgin Unite Foundation into the mix for good measure and you also have a solid reputation for doing well by doing good. The company’s employees also keep up a running dialog on both Twitter and Facebook, with frequent daily deals, brainteasers and fun contests. The company may be a mega-empire, but it hasn’t forgotten that it takes more than one highly visible ambassador to spread the good word! Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 12. 10. Goldman Sachs Surprise! Rehabbing a Reputation We know this one comes as a surprise. Though humbled, Goldman Sachs was among the first to seek to pay back federal assistance in 2009. Through it all, its employees have helped rehab its reputation: The company came in as a Working Mothers favorite, with a higher-than- average proportion of women in management. Employees give it a four-star Glassdoor rating. And it was named a 2011 Top 20 pick on Forbes’ Best Leadership Companies list. Companies on the list “give everyone at every level the chance to develop and practice leadership,” as opposed to 69.2% of other companies, and also “encourage local leaders to participate in HQ decisions, compared to 71.8% of peer firms.” Nurturing both women and leaders contributes to a good reputation and Goldman Sachs seems to be on the way to rebuilding its image the right way. Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors
  • 13. Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors Reputation Is a Valuable Asset... Most in the C-suite agree that corporate reputation is important. They speak about reputational ROI—and most have it pegged to metrics correlated against sales and even stock valuation. At minimum, they track competitive mentions, share of discussion and even tone in traditional and social media to stay on top of it. But the best also invest in building reputational capital where it starts: with employees, their greatest assets. These brand ambassadors—and the communities and customers they touch—are the ones driving the conversation and shaping your reputation these days, both online and off. Learn from the corporate reputation winners listed here, and you’ll be well on your way to building (or rebuilding) a stellar corporate reputation of your own—from the inside out!
  • 14. Reputation Starts Here 10 Companies with Stellar Employee Brand Ambassadors Next on “The Pulse”: "Goal! 10 Top Sports Teams Doing Social Media Right” THE PULSE: Delivering shareable and shareworthy content with a twist so integrated marketing and communications professionals can work smarter, succeed and enjoy. BROUGHT TO YOU BY www.marketwire.com www.sysomos.com Follow us on Twitter: @Marketwire, @Sysomos www.commpro.biz Follow us on Twitter: @Commprobiz www.smartwomanguides.com Follow us on Twitter: @smartwoman

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