Google tops corporate reputation list with Irish Water ranked last

Google has been named as the most reputable and trustworthy organisation in Ireland by the latest RepTrak study of corporate reputations.

The report, compiled by the Reputations Agency, ranks the 100 largest and most visible organisations in Ireland based on 4,900 responses from the general public.

Unsurprisingly, after a year mired in scandal, Irish Water was anchored to the bottom of this year’s rankings, affording it the dubious distinction of the nation’s least-loved corporate entity.

The State's newest utility scored an abysmal 9.3, compared to Google's top-rated 84.4, placing it below Bank of Ireland and Allied Irish Banks, which were ranked 99th and 98th respectively, with a score of 43.

Along with Google, Boots, Kellogg's, Bord Bia and last year's winner Volkswagen made up the top-five most reputable organisations in this year's rankings.

The Irish Times retained its status as the Irish media organisation with the best reputation and was ranked 43rd overall.

RTÉ and TV3 were ranked 48th and 60th respectively with Independent News & Media achieving 89th position in the top 100.

Bord Bia claimed the title of most reputable indigenous company. It was followed Irish League of Credit Unions (6th), Irish Rugby Football Union (7th), Smyth Toys (9th) and An Post (10th).

Ryanair, whose firebrand boss Michael O'Leary has been on something of a charm offensive in wake of poor perceptions of the airline's customer service, achieved the greatest improvement, moving up to 87th place after being near the bottom previously.

The RepTrak rankings measure the public’s perception of companies based on four emotional indicators - trust, esteem, admiration and good feeling. It also assesses how a company is rated on innovation, leadership, governance, citizenship, workplace, performance, and products/services.

Firms operating in the retail sector were among those with the highest reputations with five ranked in the top 20 - Boots (2nd), Smyth's Toys (9th), Arnotts (14th), Penneys (19th) and Lidl (20th).

The reputation of the sporting bodies was also tracked this year with the IRFU achieving the highest ranking in that sector at 7th overall. GAA was ranked 25th in the top 100 while FAI was placed in 90th position.

This year’s study suggested overall trust in companies among the general public “flat-lined” during the year, following rises in trust recorded in 2013 and 2014.

The food-manufacturing sector remains the most trusted industry with th Irish public, with retail now ranked second ahead of the car industry.

On the downside, food retail has moved down the overall rankings from an above-average industry score to a below-average industry score.

Following the banking collapse, the financial sector, as a whole, remains least trusted sector in the public’s eyes.

Managing director of the Reputations Agency Niamh Boyle said: "Reputation matters for companies - with strong reputations helping to win custom, attract the right people, gain support from key stakeholders and ultimately drive business performance."

Head of Google's Irish operation Ronan Harris said: A good reputation is essential to any company, but it is fundamental to a company like Google. In today's world, consumers will only transact with you if they trust you.