2023 Trust Barometer- 4 Key Takeaways and What They Tell Us About Internal Comms

Written by Stephen Linsley

Global communications firm, Edelman, have released their 23rd annual Trust Barometer. The global study explores trust in all types of institutions, the factors driving trust or mistrust and the impact of societal issues on trust.

This edition focuses on the relationship between citizen trust and the polarisation of beliefs and divisions, including their trust towards their employer. 

We take a look at some of the key findings and what they infer for business leaders and communicators: 

Employers are the only trusted institution for 62% of people 

With a fall in trust towards governments and the media, 62% of respondents said businesses were the only institution they trust. An organisation’s internal comms have a level of influence that they may not have realised. 

This is an opportunity for organisations to ensure their messaging brings the desired outcomes and creates a well engaged workforce. If you’re already in a better position than media outlets when it comes to newsworthy issues, you can shape your narrative and define the vision/values you want the business to stand for. 

In order to do this, you need to make sure that messaging is timely and delivered to the right channels for the individuals. Otherwise, you risk information dissemination from within and externally, squandering the opportunity to maintain and build upon trust.

The UK has the lowest level of trust in business of any country

However, in the UK only 50% have trust in business, which is lower than in any other country surveyed. Trust in business had also declined in 14 other countries compared to the 2022 Edelman’s Trust Barometer. 

Effective communication is a critical element of trust. It’s reported that 80% of people believe that communication is the number one factor that inspires trust between the business and employer. If trust is declining or lacking in organisations it suggests that they’re failing to adapt their communication methods to modern working or to the factors altering brand perception. 

In the Future of Working Report, Oak Engage CEO Will Murray said: “As leaders, we have had to adapt our approach at a rapid pace in order to keep our employees engaged, happy and safe in very challenging circumstances. 

“Companies at the forefront of this change have made good use of technology and digital workplaces: accelerating how and why we use technology in our day-to-day roles.” 

89% of employees expect CEOs to make a public stand on the treatment of employees 

An overwhelming majority of respondents agree that leadership sets a precedent for the values of an organisation. To 89% of them, it’s an expectation that they are visible and present in the treatment of employees. 

This presents challenges in larger or multi-location organisations where CEOs are less visible and those with undefined employee initiatives. Both of these situations can be remedied by ensuring C-level have a platform to communicate with the business and where anyone can see/shout about employee initiatives.  

A great example of this is boohoo, who through their mobile friendly boohooforyou platform, hosted their leadership’s ‘town hall’ meetings and feeds where they could showcase employee initiatives. Five Guys host their CEO’s monthly podcast on their mobile app, as well as inviting employees and executives to post workplace and wellbeing activities to their social feed.  

68% of employees say brands celebrating what brings us together would strengthen social fabric

Clear, moral and well communicated values will have a positive and far reaching impact, according to the Trust Barometer. It’s important to not only clearly define what your brand stands for but to also consult your employees in doing so. 

This creates a clear vision of how the organisation markets itself internally, as well as externally and can guide business initiatives and how it conducts itself. With actionable insights from employee feedback, you can create a brand and culture that brings the workforce together, which will pervade from internal operations to how the business is perceived externally.

75% of job seekers will consider an employer’s brand before even considering applying and 64% of consumers believe sharing a brand’s values is the main reason for their relationship. 

What do these findings tell us? Given the trust people have in their employers compared to other institutions, the impact of internal comms should not be understated. People will likely trust their employer over media publications, other news sources and even their own government. 

What they also suggest is that organisations are struggling to capitalise on the influence they have-with trust falling across the board.

In order to adapt to modern working they need to communicate in a way that will engage and enthuse ALL of their staff, utilising technology so that remote or hybrid working does not come at the expense of workplace communities and connected staff.

Look out for our State of IC report coming soon in our resources section, for insights on the blockers, drivers and solutions to effective internal comms.