Quick Ways to Humanize Your Brand and Build Consumer Trust

© Glassdoor, Inc. 2017

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


agenda

evolution of trust

how do you build trust?

influencers of trust

why does this all matter

key takeaways

Q&A



Evolution of Trust

Source: 2017 Edelman Trust Barometer








How Do You Build Trust?


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


Transparency is Critical in Building Brand Trust

Source: Label Insight, Transparency ROI Study, 2016


These Messages Must Come From Your People



Influencers of Trust


Consumers

Executives

Employees

Who Influences Brand Trust?

1

2

3




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



Interact With Them On Their Turf



Invite Them to Collaborate


Keep Your Ears Open


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


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


The Ultimate Way: 5 Criteria for Evaluation and Success


Source: MSLGroup

TRUST INFLUENCERS: EXECUTIVES


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


Share Your True Self TRUST INFLUENCERS: EXECUTIVES


Engage Authentically with Employees TRUST INFLUENCERS: EXECUTIVES


The true measure of a company is how they treat their lowest paid employee.

The Ultimate Way: How We Do It


TRUST INFLUENCERS: EMPLOYEES

Edelman Global Trust Barometer Survey, 2015





Ask for Feedback, Listen and Engage

Empower Employees to Share their Experience


How to Build Employee Trust

1

2


Ask for Feedback, Listen and Engage



Empower Employees to Share Their Experience



The Ultimate Way: How We Do It

Compensation

Work Environment

Gratitude

Innovation & Collaboration

Engagement

Authenticity

Fundamentals of Building a Trusted Brand

6


Why Does This Matter?


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


Key Takeaways


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


Alison Hadden Senior Director, Brand Strategy

at Glassdoor

Keith Webb Software as a Service Technologist

at Ultimate Software


Recruiting & HR

Quick Ways to Humanize Your Brand and Build Consumer Trust