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Quick Ways to Humanize Your Brand and Build Consumer Trust

Learn how to earn brand loyalty by humanizing your brand and building trust.

Keith Webb, Software as a Service Technologist at Ultimate Software
Alison Hadden, Senior Director of Brand Strategy at Glassdoor

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Quick Ways to Humanize Your Brand and Build Consumer Trust

  1. 1. © Glassdoor, Inc. 2017 Quick Ways to Humanize Your Brand and Build Consumer Trust Glassdoor is a registered trademark of Glassdoor Inc.
  2. 2. © 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
  3. 3. © Glassdoor, Inc. 2017
  4. 4. © Glassdoor, Inc. 2017 Featured Speakers Alison Hadden Senior Director, Brand Strategy at Glassdoor Keith Webb Software as a Service Technologist at Ultimate Software
  5. 5. © Glassdoor, Inc. 2017 agenda evolution of trust how do you build trust? influencers of trust why does this all matter key takeaways Q&A
  6. 6. © Glassdoor, Inc. 2017
  7. 7. © Glassdoor, Inc. 2017 Evolution of Trust Source: 2017 Edelman Trust Barometer
  8. 8. © Glassdoor, Inc. 2017 Source: 2017 Edelman Trust Barometer
  9. 9. © Glassdoor, Inc. 2017 Source: 2017 Edelman Trust Barometer
  10. 10. © Glassdoor, Inc. 2017 Source: 2017 Edelman Trust Barometer
  11. 11. © Glassdoor, Inc. 2017 How Do You Build Trust?
  12. 12. © 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
  13. 13. © Glassdoor, Inc. 2017 Transparency is Critical in Building Brand Trust Source: Label Insight, Transparency ROI Study, 2016
  14. 14. © Glassdoor, Inc. 2017 These Messages Must Come From Your People Source: 2017 Edelman Trust Barometer
  15. 15. © Glassdoor, Inc. 2017 Influencers of Trust
  16. 16. © Glassdoor, Inc. 2017 Consumers Executives Employees Who Influences Brand Trust? 1 2 3
  17. 17. © Glassdoor, Inc. 2017 Source: 2017 Edelman Trust Barometer
  18. 18. © 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
  19. 19. © Glassdoor, Inc. 2017 TRUST INFLUENCERS: CONSUMERS Interact With Them On Their Turf
  20. 20. © Glassdoor, Inc. 2017 TRUST INFLUENCERS: CONSUMERS Invite Them to Collaborate
  21. 21. © Glassdoor, Inc. 2017 Keep Your Ears Open
  22. 22. © 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
  23. 23. © 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
  24. 24. © Glassdoor, Inc. 2017 The Ultimate Way: 5 Criteria for Evaluation and Success
  25. 25. © Glassdoor, Inc. 2017 Source: MSLGroup TRUST INFLUENCERS: EXECUTIVES
  26. 26. © 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
  27. 27. © Glassdoor, Inc. 2017 Share Your True Self TRUST INFLUENCERS: EXECUTIVES
  28. 28. © Glassdoor, Inc. 2017 Engage Authentically with Employees TRUST INFLUENCERS: EXECUTIVES
  29. 29. © Glassdoor, Inc. 2017 The true measure of a company is how they treat their lowest paid employee. The Ultimate Way: How We Do It
  30. 30. © Glassdoor, Inc. 2017 TRUST INFLUENCERS: EMPLOYEES Edelman Global Trust Barometer Survey, 2015
  31. 31. © Glassdoor, Inc. 2017 Source: 2017 Edelman Trust Barometer TRUST INFLUENCERS: EMPLOYEES
  32. 32. © 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
  33. 33. © Glassdoor, Inc. 2017 Ask for Feedback, Listen and Engage TRUST INFLUENCERS: EMPLOYEES
  34. 34. © Glassdoor, Inc. 2017 Empower Employees to Share Their Experience TRUST INFLUENCERS: EMPLOYEES
  35. 35. © 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
  36. 36. © Glassdoor, Inc. 2017 Why Does This Matter?
  37. 37. © 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
  38. 38. © Glassdoor, Inc. 2017 Key Takeaways
  39. 39. © 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
  40. 40. © Glassdoor, Inc. 2017 Alison Hadden Senior Director, Brand Strategy at Glassdoor Keith Webb Software as a Service Technologist at Ultimate Software
  41. 41. © Glassdoor, Inc. 2017

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