Which factor is unlikely to improve a company's image rating?

Paying total compensation below the industry average is unlikely to improve a company's image rating because compensation levels are closely tied to employee satisfaction and perceptions of the company's treatment of its workforce. When a company compensates its employees at lower rates than its competitors, it can lead to dissatisfaction among employees, high turnover rates, and negative perceptions both within the company and in the public eye.

On the other hand, engaging in charitable corporate citizenship, investing in brand awareness campaigns, and offering competitive employee benefits all contribute positively to a company's image. Charitable activities foster goodwill in the community, brand awareness helps create a strong, recognizable identity, and competitive benefits attract and retain talent, all of which enhance a company's reputation and image. Therefore, the option regarding below-average compensation stands out as a factor that would not contribute positively to improving a company's image rating.