GN Bureau | September 21, 2015
The Reputation Institute added one more achievement to Google’s long resume when it ranked the company No. 1 on its global corporate social responsibility (CSR) RepTrak rankings.
The ranking criteria in three large categories are: workplace, citizenship and governance. Within each category were several factors used to judge each company. For instance, “citizenship” was judge based on companies’ support of good causes, positive societal influence and environmental responsibility.
“Governance” was judged on openness and transparency and ethical behavior, and “workplace” was judged based on employee treatment and how much a company provided equal opportunities.
“Corporate social responsibility is one of the most complex areas of a company’s public identity,” said Brad Hecht, chief research officer at Reputation Institute. “The companies in the Global CSR RepTrak 100 are succeeding not only at being good corporate citizens, but in communicating those characteristics to consumers who increasingly rely on a brand’s reputation in making purchasing decisions and recommending products and services to others.”
Google gets the award because the company has been carbon neutral since 2007. It has implemented numerous environmentally friendly initiatives, including Google Green. The company was also one of the first tech employers to release workplace diversity statistics and has dedicated itself to expanding Internet access, according to the Reputation Institute.
This isn’t the first time Google has found itself on top of RI’s CSR rankings. Just last year Google was rated No. 1, and this year the company ranks at the top with a sizable lead over the No. 2 company based on the Reputation Institute’s index.
With a score of 75.4, Google is about 2 points ahead of the runner-up BMW. According to the Reputation Institute's scale for interpreting results, only the top 16 companies in its rankings earned what’s considered a “Strong CSR reputation score.” The institute said these companies exhibited four characteristics that some other companies couldn’t: alignment, leadership, sincerity and engagement.
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