quick ways to humanize your brand and build consumer trust
TRANSCRIPT
© Glassdoor, Inc. 2017
Quick Ways to Humanize Your Brand and Build Consumer Trust
Glassdoor is a registered trademark of Glassdoor Inc.
© Glassdoor, Inc. 2017
• Audio is streaming over the web.
• Please make sure your speakers "are turned on and turned up.
• All lines are muted to avoid background noise.
• Please submit questions using "the Q&A tab in the lower left "corner of your window.
"
Webinar Tips for Attendees
© Glassdoor, Inc. 2017
© Glassdoor, Inc. 2017
Featured Speakers
Alison Hadden Senior Director, Brand Strategy
at Glassdoor
Keith Webb Software as a Service Technologist
at Ultimate Software
© Glassdoor, Inc. 2017
agenda
evolution of trust
how do you build trust?
influencers of trust
why does this all matter
key takeaways
Q&A
© Glassdoor, Inc. 2017
© Glassdoor, Inc. 2017
Evolution of Trust
Source: 2017 Edelman Trust Barometer
© Glassdoor, Inc. 2017
Source: 2017 Edelman Trust Barometer
© Glassdoor, Inc. 2017
Source: 2017 Edelman Trust Barometer
© Glassdoor, Inc. 2017
Source: 2017 Edelman Trust Barometer
© Glassdoor, Inc. 2017
How Do You Build Trust?
© Glassdoor, Inc. 2017
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
© Glassdoor, Inc. 2017
Transparency is Critical in Building Brand Trust
Source: Label Insight, Transparency ROI Study, 2016
© Glassdoor, Inc. 2017
These Messages Must Come From Your People
Source: 2017 Edelman Trust Barometer
© Glassdoor, Inc. 2017
Influencers of Trust
© Glassdoor, Inc. 2017
Consumers
Executives
Employees
Who Influences Brand Trust?
1
2
3
© Glassdoor, Inc. 2017
Source: 2017 Edelman Trust Barometer
© Glassdoor, Inc. 2017
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
© Glassdoor, Inc. 2017
TRUST INFLUENCERS: CONSUMERS
Interact With Them On Their Turf
© Glassdoor, Inc. 2017
TRUST INFLUENCERS: CONSUMERS
Invite Them to Collaborate
© Glassdoor, Inc. 2017
Keep Your Ears Open
© Glassdoor, Inc. 2017
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
© Glassdoor, Inc. 2017
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
© Glassdoor, Inc. 2017
The Ultimate Way: 5 Criteria for Evaluation and Success
© Glassdoor, Inc. 2017
Source: MSLGroup
TRUST INFLUENCERS: EXECUTIVES
© Glassdoor, Inc. 2017
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
© Glassdoor, Inc. 2017
Share Your True Self TRUST INFLUENCERS: EXECUTIVES
© Glassdoor, Inc. 2017
Engage Authentically with Employees TRUST INFLUENCERS: EXECUTIVES
© Glassdoor, Inc. 2017
The true measure of a company is how they treat their lowest paid employee.
The Ultimate Way: How We Do It
© Glassdoor, Inc. 2017
TRUST INFLUENCERS: EMPLOYEES
Edelman Global Trust Barometer Survey, 2015
© Glassdoor, Inc. 2017
Source: 2017 Edelman Trust Barometer
TRUST INFLUENCERS: EMPLOYEES
© Glassdoor, Inc. 2017
Ask for Feedback, Listen and Engage
Empower Employees to Share their Experience
TRUST INFLUENCERS: EMPLOYEES
How to Build Employee Trust
1
2
© Glassdoor, Inc. 2017
Ask for Feedback, Listen and Engage
TRUST INFLUENCERS: EMPLOYEES
© Glassdoor, Inc. 2017
Empower Employees to Share Their Experience
TRUST INFLUENCERS: EMPLOYEES
© Glassdoor, Inc. 2017
The Ultimate Way: How We Do It
Compensation
Work Environment
Gratitude
Innovation & Collaboration
Engagement
Authenticity
Fundamentals of Building a Trusted Brand
6
© Glassdoor, Inc. 2017
Why Does This Matter?
© Glassdoor, Inc. 2017
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
© Glassdoor, Inc. 2017
Key Takeaways
© Glassdoor, Inc. 2017
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
© Glassdoor, Inc. 2017
Alison Hadden Senior Director, Brand Strategy
at Glassdoor
Keith Webb Software as a Service Technologist
at Ultimate Software
© Glassdoor, Inc. 2017