Human Resource Management and Fortune's Corporate Reputation Survey

This study investigates the relationship between human resource objectives and Fortune's corporate reputation score. Questionnaires were received from 83 human resource executives of companies measured in Fortune's survey. The questionnaire measured the degree to which the following HR objectives underlie HR activities: (1) treating employees fairly, (2) improving organizational performance, and (3) complying with the law. Results show that a significant, positive correlation exists between emphasis placed on the fairness objective and corporate reputation.