Since the rise of the Internet and the widespread use of social networks, reputation has become a crucial point to study among companies. In this context, measurement and reputation institutes (like the analyzes carried out by the Reputation Institute, now The RepTrak Company) regularly conduct studies to determine that of French companies. Overall, increased demands in terms of products/services, civic engagement and corporate governance. Explanations.
Founded in 1997, Reputation Institute has been studying the reputation of French companies for many years. It strives to understand, from the population, the elements considered important within a structure. Once the study has been carried out, the results obtained then give the company a rating, which indicates its level of reputation. This rating is determined based on several pillars: product and service offering, innovation, workplace, governance, civic engagement, leadership and financial performance. Above 80, the score is considered “excellent”.
According to Jérémy Rodney, digital communications & social media manager, Bouygues Telecom: “At a time when society is becoming increasingly tense, brands have an essential role to play in supporting the transformation of consumption patterns and identifying how they could be more useful. E-reputation is a key tool for understanding and analyzing the pulse of a sector of activity. Brands must decipher trends, anticipate crises as best as possible and create opportunities. »
A decline due to more demanding consumers
The study reveals a clear requirement regarding the reputation of companies in France. Faced with successive crises, the rankings regularly see their scores fluctuate due to ever clearer expectations on the part of consumers. More aware than before, they are looking for more environmentally friendly products, companies displaying a good quality of life at work and more ethical practices. Many of them are indeed becoming interested in the civic engagement of marques and to refuse to purchase products and services of poor quality or having a negative impactf on the environment or societyyou. Reputation studies also report that the French are very vigilant in the face of greenwashingensuring that promises are kept.
Three dimensions are particularly studied by the French: governance, citizen engagement as well as products and services. All join the concept of Corporate Social Responsibilitys (CSR), reinforced by current European regulations (such as the CSRD directive). Consumers are now informed about this practice and attach even more importance to it. Ethics becomes essential for the French who seek this type of information from businesses.ises.
A lack of communication
As reputation is based on criteria of environmental and societal practices, companies have the mission of communicating their values. A large proportion of French people still say they cannot give precise answers about the reputation of a brand as well as its practices, due to a lack of sufficiently transparent information. This observation clearly demonstrates that companies sometimes encounter difficulties in communicating effectively. A virtuous CSR practice or a good working environment is not always perceived by people outside the company. However, these criteria are decisive in the reputation of a company. Set up a communitySincere cation around these subjects can only be beneficial.
By the same token, brands that publicly and clearly display their values find increased support from consumers. Reputation specialists regularly invite companies to “gain familiarity with their audiences”. Communication is now done in an omnichannel manner, particularly through social networks, professional platforms and co-construction spaces with customers. Among the companies voted at the top of these reputation rankings are regular consumer brands like Decathlon, Lego, or industrial and mutual flagships, which have scores classifying them among organizations with an excellent image.
The example of Decathlon, Schneider Electric and Maif
Among the leading figures of this envied reputation, Decathlon has established itself over the years among the favorite brands of the French and regularly tops the charts of Best Workplaces. The firm massively advocates well-being at work through social networks and within its recruitment, supported by employees proud of their working conditions and their mission who become the first ambassadors of the brand.
In the same dynamic, companies and groups like Schneider Electric or mutual Maif are establishing themselves at the top of the rankings by focusing on models with strong social and environmental utility. These pioneering structures are no longer content with selling products or services: they clearly display their purpose, integrate CSR criteria at the heart of their strategy and make managerial transparency a performance lever.
If their stakeholders and employees see it as a committed and coherent working framework, the communication carried out by these companies has a lot to do with it. Not only do they communicate widely on their concrete actions in terms of accessibility to sport, energy transition or inclusion, but they adopt a posture of open dialogue with the general public.
For a company, having a good reputation is essential since it guides consumers in their choices since the emergence and generalization of CSR policies. The French, informed of the good and bad practices of companies, are sometimes ready to boycott them in favor of others that are more responsible. In summary, take care of your image by communicating regularlyment and with transparency about your values!
