The document outlines ways for companies to build consumer trust in their brand. It discusses how trust has evolved over time and key attributes to building trust, such as integrity, engagement, and social purpose. Companies are encouraged to focus on transparency and allowing influencers of trust like consumers, executives, and employees to authentically share their experiences. Building trust is important as studies have shown companies with high levels of trust outperform market indexes, while less trusted companies underperform. The takeaway is that trust is low but not lost, and companies should empower influencers through transparency and authenticity.

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Quick Ways to Humanize Your Brand
and Build Consumer Trust
Glassdoor is a registered trademark of Glassdoor Inc.

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Featured Speakers
Alison Hadden
Senior Director, Brand Strategy
at Glassdoor
Keith Webb
Software as a Service Technologist
at Ultimate Software

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agenda
evolution of trust
how do you build trust?
influencers of trust
why does this all matter
key takeaways
Q&A

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Evolution of Trust
Source: 2017 Edelman Trust Barometer

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Source: 2017 Edelman Trust Barometer

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Source: 2017 Edelman Trust Barometer

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Source: 2017 Edelman Trust Barometer

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How Do You Build Trust?

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16 Key Attributes to Building Trust
Source: 2015 Edelman Trust Barometer Annual Global Study
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Addresses society’s needs in its everyday business
Creates programs that positively impact the local community
Partners with NGOs, government and 3rd parties to address societal needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors

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Transparency is Critical in Building Brand Trust
Source: Label Insight, Transparency ROI Study, 2016

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These Messages Must Come From Your People
Source: 2017 Edelman Trust Barometer

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Influencers of Trust

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Consumers
Executives
Employees
Who Influences Brand Trust?
1
2
3

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Source: 2017 Edelman Trust Barometer

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TRUST INFLUENCERS: CONSUMERS
Interact with them on their turf
Invite them to collaborate
Actively listen
Authentically engage
Simple Ways to Build Trust With Consumers
1
2
3
4

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TRUST INFLUENCERS: CONSUMERS
Interact With Them On Their Turf

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TRUST INFLUENCERS: CONSUMERS
Invite Them to Collaborate

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Keep Your Ears Open

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Responding to feedback (especially critical feedback)
improves perception of the product, brand, and"
seller — and more than doubles purchase intent
among those who read negative reviews.
Source: Bazaarvoice, June 2014
Authentically Engage

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We view Employee Engagement as individual’s
degree of positive or negative emotional attachment
to their organization, job and colleagues.
The Ultimate Way: How We Define
It

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The Ultimate Way: 5 Criteria for Evaluation and Success

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Source: MSLGroup
TRUST INFLUENCERS: EXECUTIVES

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TRUST INFLUENCERS: EXECUTIVES
Don’t be afraid to share your true self
Engage with employees in an authentic way
How to Build Executive Trust
1
2

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Share Your True Self
TRUST INFLUENCERS: EXECUTIVES

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Engage Authentically with Employees
TRUST INFLUENCERS: EXECUTIVES

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The true measure of a company is how
they treat their lowest paid employee.
The Ultimate Way: How We Do It

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TRUST INFLUENCERS: EMPLOYEES
Edelman Global Trust Barometer Survey, 2015

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Source: 2017 Edelman Trust Barometer
TRUST INFLUENCERS: EMPLOYEES

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Ask for Feedback, Listen and Engage
Empower Employees to Share their Experience
TRUST INFLUENCERS: EMPLOYEES
How to Build Employee Trust
1
2

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Ask for Feedback, Listen and Engage
TRUST INFLUENCERS: EMPLOYEES

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Empower Employees to Share Their Experience
TRUST INFLUENCERS: EMPLOYEES

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The Ultimate Way: How We Do It
Compensation
Work
Environment
Gratitude
Innovation &
Collaboration
Engagement
Authenticity
Fundamentals
of Building a
Trusted Brand
6

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Why Does This Matter?

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Glassdoor’s “Best Places "
to Work” list outperformed
the S&P by 122%
Lowest rated companies
underperform S&P by
29.5%
Note: Annual returns assume annual rebalancing to reflect portfolio definitions.
Source: Chamberlain, Andrew (2015). “Does Company Culture Pay Off? Analyzing Stock Performance of ‘Best Places to Work’ Companies,” online at glassdoor.com/research/.
Findings
Relative Value of “Best Places to Work”"
Stock Portfolios vs. the S&P 500

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Key Takeaways

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Key Takeaways
• Trust is at an all-time low but not all is lost
• People trust people – not brands
• Empower your influencers of trust
• Transparency & authenticity are paramount

40. © Glassdoor, Inc. 2017
Alison Hadden
Senior Director, Brand Strategy
at Glassdoor
Keith Webb
Software as a Service Technologist
at Ultimate Software

41. © Glassdoor, Inc. 2017