Building Brand Trust from the Inside Out

Earning trust is complicated. The marketing or communications team is often saddled with creating content and forging customer experiences that foster relationships over time. What if there was a faster, more efficient way to establish customer trust?

Building brand trust should extend beyond standard marketing strategies. The key lies within the organization, where employees emerge as powerful advocates contributing to trust. Employee advocacy serves as the cornerstone for building brand confidence.

Maximizing the Marketing Budget

Trust is a delicate currency that requires consistent and authentic investment. While external communication channels are crucial, the internal aspects of an organization are equally important. For a long time, communications and marketing leaders have encouraged those in the C-suite to be proactive in their appearances, content opportunities, or even just posting regularly on LinkedIn.

As content creators, we’re tasked with keeping a steady flow of quality content others can share to boost brand credibility. Getting leaders from the C-suite to share that content is huge! Imagine getting the entire organization on board with sharing the content you’re creating.

Investing in an internal communications program encouraging employees to share brand stories and celebratory moments is a highly efficient and valuable way to earn brand trust beyond your day-to-day marketing efforts.

Empowering Employees as Brand Advocates

In a world dominated by social media and interconnectedness, employees can become valuable brand ambassadors. And it’s not just the employer brand that’s impacted… When employees feel a genuine connection and pride in their workplace, they naturally become advocates for the brand. This advocacy goes beyond the office shaping the external perception of the brand.

Authenticity Rules: Authenticity is the cornerstone of trust. Employee advocates, being the genuine voices of the organization, convey authenticity almost automatically. Their stories, free from the perception of marketing’s influence, resonate more deeply with the audience.

Peer Influence: People trust people more than logos. When employees share their experiences, accomplishments, and perspectives, it carries more weight than if the brand published it. The peer-to-peer influence inherent in employee advocacy is a powerful force in shaping opinions and perceptions.

Transparency and Openness: Employee advocacy encourages transparency. When employees openly share their experiences and perspectives, it fosters an environment of openness within the organization. This transparency, in turn, contributes to building trust among colleagues and, consequently, with external stakeholders.

Strategies for Fostering Trust Through Employee Advocacy

Define Clear Guidelines: To build trust, it's essential to define clear guidelines for employee advocacy. Establishing boundaries and expectations ensures advocacy efforts align with organizational values and goals.

Empower with Knowledge: Provide employees with the knowledge and information they need to confidently represent the brand. Regular training sessions and updates keep advocates well-informed and aligned with the brand narrative.

Encourage Storytelling: Stories have a profound impact. Encourage employees to share their personal stories and experiences within the organization. These narratives humanize the brand and create authentic connections.

Recognition and Rewards: Acknowledge and appreciate the efforts of employee advocates. Recognition programs or small incentives go a long way in reinforcing the advocacy culture and building a sense of pride among employees.

Measuring Trust and the Impact of Employee Advocacy

Once an advocacy program is established, you’ll see a boost in enthusiasm and collaboration across the organization. According to a Sprout Social Employee Advocacy Report, businesses that establish a successful employee advocacy program will see increased brand awareness, more qualified job applicants, control over brand messaging, more qualified leads, and a boost in thought leadership and networking.

Enhanced Employee Engagement: A workforce that feels valued and trusted is more engaged. Increased engagement, in turn, contributes to higher productivity and job satisfaction.

Improved External Perception: Positive employee advocacy reflects externally, influencing how customers, partners, and the public perceive the brand. It contributes to a positive brand image and can even attract top talent.

Consistent Brand Messaging: Employee advocates become the custodians of brand messaging with thoughtful guidance from the marketing and communications teams. Consistent and aligned messaging, both internally and externally, contributes to a cohesive and trustworthy brand identity.

Building trust from the inside out is a strategic approach that leverages the influential power of employees to build brand confidence from within. Fostering employee advocacy enhances the internal work culture and extends its positive influence externally, shaping a brand story founded on trust, authenticity, and shared experiences. As organizations navigate the complexities of modern communication, recognizing the potential of employee advocacy becomes a pivotal step toward long-term success and resilience in the ever-evolving marketplace.