THE LAST WORD: Tapping Social Workers

Alsop, Ronald J., Workforce Management

"Our good name is also his good name. The two are intertwined."

Ford must be a good company because my neighbor likes working there."

That comment about Ford Motor Co. came from a respondent to a corporate reputation study I was the editor of a few years ago. Though it was simply put, the statement impressed upon me just how powerful employee word-of-mouth can be in forming favorable--or negative--perceptions. Indeed in a later reputation study, my colleagues and I found that 84 percent of respondents considered word-of-mouth messages from employees credible, compared with 75 percent for media coverage of a company and 70 percent for PR and advertising spiels. Only an …

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Publication information: Article title: THE LAST WORD: Tapping Social Workers. Contributors: Alsop, Ronald J. - Author. Magazine title: Workforce Management. Volume: 90. Issue: 5 Publication date: May 2011. Page number: 50. © 2009 Crain Communications, Inc. Provided by ProQuest LLC. All Rights Reserved.

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