It’s Week #19 of 2016. This latest article is part of a series drawn from our 3rd annual 2016 Trust Poster….now hanging in hundreds of offices around the world. Get yours today!
52 Ideas That You Can Implement to Build Trust
Ben Boyd is the President of Global Practices & Sectors and C.E.O. Canada & Latin America at Edelman (he is also a Trust Alliance member) and offers this week’s suggestion:
“Trust must have an active steward within the enterprise who is respected and empowered to challenge assumptions and timelines.”
The value of Trust is clear, with 68% of people saying they chose to buy from trusted companies and 59% willing to recommend companies they trust to friends and colleagues (2016 Edelman Trust Barometer). Building and maintaining trust, however, is becoming increasingly complicated as stakeholder expectations increase and all aspects of company behavior and societal impact are scrutinized and discussed. Edelman sees five fundamental trust-building attributes that must be managed in order to meet those expectations. These attributes span a broad array of functions within an enterprise; they are: engagement, integrity, purpose, products and operations.
Operationalizing a trust-building effort across these attributes requires an active steward championing the cause and in many trusted organizations, the Chief Communications Officer plays that role. Convening and collaborating with the executive leadership team to ensure trust is central in every business decision, the CCO supports organizational integrity. Of course, actively managing the attributes to protect and build trust is everyone’s responsibility with ultimate accountability landing with the CEO.
Thank you Ben. We hope our readers heed this week’s advice.
Barbara Brooks Kimmel is the CEO and Cofounder of Trust Across America-Trust Around the World whose mission is to help organizations build trust. Now in its seventh year, the program’s proprietary FACTS® Framework ranks and measures the trustworthiness of over 2000 US public companies on five quantitative indicators of trustworthy business behavior. Barbara is also the editor of the award winning TRUST INC. book series and the Executive Editor of TRUST! Magazine.
Copyright 2016, Next Decade, Inc.
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