PRCA report highlights impact of company reputation on recruitment

A report from the Public Relations Consultants Association (PRCA) has shown that a company's reputation is one of the top three most important factors for UK workers seeking new jobs.

The Opinium Research study of more than 2,000 adults indicated that 33 percent of people view an organisation's reputation as an employer, and in general, as the most important factor in deciding upon an organisation to work for.

It came in third in the overall evaluation, behind salary and the degree of interest in the work itself, and ahead of the location of the workplace and the company's flexible working policy.

Moreover, 20 percent admitted that they are or have been embarrassed to tell friends and family about the industry or organisation they work in, or have worked in.

The technology sector was shown to have the best reputation overall, with 67 percent of all Britons saying it had a good reputation, yet 33 percent of those employed by the sector say they are embarrassed to work in it – one of the highest rates recorded.

James Endersby, managing director of Opinium Research, said: "It is clear from our research that reputation is a major concern for the UK's workforce. Those companies able to succeed in maintaining and projecting a good reputation will be rewarded with a loyal and engaged workforce."