The Important Link Between Employees and Trust

Brand Matters was interviewed by Strategy magazine on the topic of Canadians’ perspective on leadership. This discussion was a build on the results of the annual Edelman Barometer indicating that trust in Canadian business leadership is slipping fast. The results of the 2018 Edelman Trust Barometer continues to amplify Canadians’ lagging trust in leadership and large institutions. “People’s trust in business, government, NGOs and media remained largely unchanged from 2017 — 20 of 28 markets surveyed now lie in distruster territory, up one from last year.”

The previous Edelman study pointed out that “for the first time since Edelman started tracking the general population, Canada finds itself among countries who distrust their institutions.” They observe that “trust in business, media and government is in trouble.” The negative impact on Canadian business is evident with “a record low of 25% of respondents viewing CEOs as trustworthy sources of information (down from 37% last year).”  With the 2018 study, no surprise, the biggest drop in trust was experienced in the United States with trust in government and media plummeting by 37 points.

There are a number of reasons for this

• The turmoil of U.S. politics and the shadow it casts on North American business and government.
• Massive profits continually being posted by Canada’s very large financial institutions.
• The widening income gap amongst Canadians and the growing disparity in education.

OPPORTUNITIES FOR Canadian BUSINESS to build trust

• Areas where Canadians do show trust include employees, people like themselves. Where possible, Canadian business leaders should build on the strengths of their organization through their employees.
• The hallmark of a strong employee engagement program includes timely, relevant communication from senior management to employees at all levels of the organization.
• Lead by example and leverage proven methods of employee inspiration and motivation by walking-the-talk and living the values of the organization by demonstrating behaviours which are expected of employees.
• Build an employee ambassador program that genuinely reflects the values of your organization.

Canadian business leaders should consider being trailblazers in their respective industries by embarking on an authentic, well managed employee engagement internal branding program. Consumer confidence will build and so will the engagement of employees. It really is a win-win situation so step up and lead by example sooner rather than later.