Genuine Workplace Philanthropy Can Redeem Corporate Reputation & Brand Value

By Hesha Patel

Corporate philanthropy, when done genuinely and passionately across all levels of an organization, can help boost a company’s reputation and reverse a tarnished brand. For example, in early February 2015, one of the world’s largest banks was caught up in scandal – accused of actively helping clients illegally stash away billions to avoid taxes. While the bank accepted wrongdoing, they were quick to point out that they had “fundamentally changed” and touted their “sustainability” initiative – a corporate philanthropy program aimed at giving back to the community and the environment through giving, employee volunteering programs and more – as one proof point of their contrition.

Moreover, a recent article pointed to research done at Stanford University, on erring organizations, which found that fence-mending initiatives directed towards employees, local communities and customers were incredibly important to rebuilding “reputation capital” and public trust after a scandal.

>> Continue Reading