How does the Hofkes Method work?

The Hofkes Method consists of three core components: to measure = to know = to improve. Our specialty is to make complex reputation values such as loyalty and reliability measurable and comprehensible. Based on our thorough experience, we know that the inclusion of these values in the company strategy, will lead to financial success. The results from the Bureau Hofkes Reputation Model are translated into a strategic reputatation management plan and are incorporated within the corporate strategy.

Bureau Hofkes Reputation Model

Each and every researchplan executed by Bureau Hofkes, starts with an internal and environmental analysis. This forms the basis for the reputation research amongst the most important stakeholder groups of your organization. The outcomes of the research will visualize the reputation strenghts and points of improvement for your organization. The comparison between the expectation and experience of the stakeholder is represented by the score on the Hofkes Reputation Barometer. The next step after the awareness process is the Feedback Factory, through which the stakeholder feedback is translated into a detailed internal improvement process, customized to your organization. Strategic reputation management is characterized by a dynamic process. Therefore we advise to measure your reputation score every two years. This way the effect of improvements as processed by the organization is measured and can be adjusted to the (new) expectations of the stakeholder.

More relevant than ever

Every organization wants to grow. Necessary for growth is to know what the outside world expects from the organization. Merely focussing on financial goals is no longer sufficient. Simply put: it is difficult for an organization to grow without the feedback of the stakeholders.

Research and feedback

The rules of feedback are simple: you have to explicitly ask for it. Bureau Hofkes assists your organization in gaining this feedback and objectively organizes and structures the feedback for you. The Hofkes Method investigates your reputation per stakeholder group (customers, suppliers, employees, political arena, media, shareholders, interest groups). Each stakeholder group maintains a different relationship with the organization and therefore has different expectations. The Hofkes Method creates an insightful view of your organization and helps you to give direction to these expectations.

The reputation amongst customers, employees and shareholders is an important indicator of the strength and future of an organization”.

Mildred Hofkes in Het Financieele Dagblad, September 2009.

The most importance of different stakeholdergroups, is unique per organization. Examples are: – Customers – Employees – Policy makers/ political arena – Shareholders – Suppliers – Media – Interest groups – Non-governmental Organizations Would you like an objective overview of how your important stakeholder groups perceive your organization, please contact us at 023-528 10 40 or send an e-mail to

Reputation Barometer

To execute a reputation research with the Hofkes Reputation Barometer, results in collective feedback from your stakeholder groups. With this stakeholder model you receive a view from different perspectives. This can be confrontational at first, however it is surprising and constructive as well.

It is of great importance to not only look at our organization from the inside out, but also the other way around. We are prone to quickly assume certain things. We should avoid deformation from our profession.”


The Hofkes Reputation Barometer provides an objectived reputation score between zero and hundred. This score is named the reputation-index. The reputation-index represents a reliable score on the status of your organization’s reputation. Executing a reputation research every two years informs you of the status of your reputation and success of improvements. The Reputation Barometer is most effective when re-measurements are done over a period of two to six years.

It is beneficial for Mobilis to do this research. We have earned the positive feedback.”


In short, the Hofkes Reputation Barometer provides your organization with critical understanding of:
1. Your current reputation, with regards to the competition
2. Your reputation characteristics (how do your stakeholder groups perceive your organization?)
3. Your reputation strengths as perceived by the stakeholder groups
4. Your reputation improvements, which are hard to perceive yourself
5. Your current reputation-index, on a scale of 0 – 100

The Feedback Factory

The Feedback Factory as a kick-start for the internal cultural improvement The Feedback Factory is a successful method to translate the results of the Reputation Barometer into internal improvements. The results of the reputation research thereby function as a collective self reflection of the organization. Improving an organization is difficult when the underlying causes of low performance remain unacknowledged. Therefore the reputation research functions as a detector for reputation problems and points of improvement. The first step is to achieve internal awareness of the reputation, through a dialogue. Strategical reputation management starts at the top, however, in order to remain successful in the long run, it needs to embraced and understood in all layers of the organization.

Reputation research done by Bureau Hofkes is a beautiful fundament for internal behavioral change. The employees become aware of the urgency to internally change. They become motivated to improve the reputation of their organization together. As a trainer, I acknowledge the importance of this support.”

Drs. Milja Falentijn, organizational psychologist and independent trainer.

The three pillars of the internal process of improvement with the Feedback Factory:
Pillar 1: Internal commitment: Every employee from each organizational layer, becomes part of the reputation improvement trajectory.
Pillar 2: Focus: The internal Feedback Factory trajectory is focused on practical improvement of the reputation.
Pillar 3: Effect: The Feedback Factory uses the organizational strenghts as a starting point. It embraces the personal talent.

The difference in high and low quality is proved by keeping the promises you make”.

Respondent of Reputation research.

Would you like to know how the Feedback Factory can help your organization? Please contact Suzan Heijne den Bak for a free introduction.