2012 Edelman Trust Barometer: Key Findings For Internal Communicators

2012 Trust Barometer Key Findings For Internal CommunicatorsALL CONTENTS OF THIS PRESENTATION REMAIN THE INTELLECTUAL PROPERTY OF EDELMAN AND MAY NOT BE REPLICATED WITHOUT PRIOR PERMISSION

Implications for using employees as brand ambassadorsTrust in “a person like yourself” jumps 22 points 2

CEO Credibility Plummets While Employee CredibilityRisesChief executives are no less relevant, just less credible 3

Spokesperson Credibility Perceptions VaryExecutives and employees don’t view each other as credible sources 4

Agreement in Credibility of Technical ExpertsExecutives and employees see eye-to-eye 5

The Importance of Treating Employees WellTrust building factors 6

Executives Trust Social Media Twice As Much AsEmployeesAnd virtually all information sources 7

Three Opportunities to Build Trust 8

Ten Questions Communicators Should Ask (andAnswer) If a crisis hits tomorrow, who besides your CEO is prepared to How are you connecting your employees with each other1 step up as the face of your company? 6 using social media? Have you identified technical experts within your company’s ranks— What steps are you taking to involve employees in co-creating2 engineers, designers, manufacturing supervisors—that could serve 7 solutions to customer service issues? as credible spokespeople for your organization in times of distress? Does your company have an online/social media behavior policy, If employees become aware of an emerging customer service or3 and if so, are your employees aware of how it applies to them? 8 product issue, do they have a way to tell the company about it? Would your employees know what to tell their online social How are you strengthening the connection between your CEO4 networks in the event of a company crisis? 9 and your employees? Would employees feel comfortable advocating for your company to Do your employees have a way to interact with your CEO5 their friends on Facebook, Twitter and other networks? (and would 10 directly, perhaps via social media? they be willing to do so?) 9

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2012 Edelman Trust Barometer: Key Findings For Internal Communicators

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