Unlike Joan Jett, employers should give a damn ’bout their reputation. Corporate reputation was long dismissed as a soft metric, only to be considered in crises. But that perception is changing. Recent research finds that company reputation, including workplace reputation, can boost financial performance. A recent analysis by PR and communications firm Burson of more than 60 publicly traded companies between October 2024 and October 2025 found that an organization’s reputation created, on average, an extra 4.78% in annual shareholder return value. The firm estimated that reputation drives an extra $7 trillion in value for publicly traded companies globally. According to Corey duBrowa, Burson’s global CEO and a former communications executive at companies including Google, Salesforce, and Starbucks, the research proves reputation isn’t something companies can afford to just focus on when they’re in trouble. Keep reading on HR Brew.—PM |