A national mobile operator Kyivstar became the best workplace in Ukraine according to the results of the study ‘The Most Reputable Workplace-2009’ that was conducted by Reputation Capital Ukraine.

Nestle, МТS, Nemiroff, and Roshen rank in the top 5 places to work.

In the course of the study there were found the interconnections between the level of a company’s overall reputation and the level of trust to a company as a place to work. Meanwhile, there are also some considerable differences. Thus, two years on end Roshen keeps a top position among the companies with the best reputation but is ranked only fifth as a workplace, and Slavutych that takes only the 14th place in the overall reputation ranking is in top 6 among the best places to work.

The reputation of the Ukrainian workplaces is influenced not only by traditional factors on which trust to a company is built (customer experience, company’s initiatives, and external communications), but also a range of specific factors, a corporate culture among them. The key components of shaping the best workplace reputation were also experience of job applicants and employees, level of cooperation with former employees after their dismissal.

The project ‘The Most Reputable Workplace-2009’ was conducted within the study ‘The Ukraine’s Most Reputable Companies - 2009’ using WorkRep methodology. In the course of the survey respondents assessed a company’s workplace reputation according to 8 criteria, four of which refer to the emotional component of company’s reputation, and the rest – to its rational one.

Data collection for the study was conducted by a marketing agency TNS in October, 2009. The sample size is 1100 respondents. The sample is representative for the Ukrainians older than 18 years. The respondents assess only the companies with operations of which they are familiar.

In 2009 Reputation Capital conducted the second specialized study of reputation of companies that operate in Ukraine. The study ‘The Ukraine's Most Reputable Companies’ is a part of a global project Global Reputation Pulse (The World's Most Reputable Companies) annually conducted by Reputation Institute using online-survey of customers in 32 countries. In 2009 there were assessed 600 biggest corporations that represent 24 economic sectors.

Information:

WorkRep – is a standardized tool used to measure the various perceptions of a company held by current and potential employees, it’s developed by Reputation Institute, a leading company in corporate reputation measuring. WorkRep ™ Model consists of four key dimensions: Leadership and Performance, Workplace Conditions, Product and Ethics, Professional Development.

Systematic use of WorkRep ™ methodology allows a company to build more effective communications with potential employees and attract highly skilled specialists making less effort.

Useful materials:

Big fish, little fish, come on, come on!
Investgazeta, #20, 24.05.2010
Special topic on shaping workplace reputation prepared jointly with the editorial staff and Reputation Capital.

About interconnection of company’s overall reputation and workplace reputation
Investgazeta, #20, 24.05.2010
Oleg Kershis, Director of Reputation Capital, about the factors that influence workplace reputation in Ukraine.

The results of the study ‘The Most Reputable Workplace -2009’.