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Build trust through communication:
An essential checklist
for leaders and communicators
Employee trust is as important as engagement or satisfaction,
yet it’s discussed less frequently.
Trust binds a workforce together though, so it’s critical to communicate in a way that inspires belief in the company’s
mission, especially during periods of uncertainty.
This page offers some actionable ways to build
trust even when times are uncertain.
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We're in a trust recession
According to the Edelman Trust Barometer, nearly 6 in 10 people automatically distrust what they see and hear.
64% of people also think distrust is now so common that it's no longer possible to even have constructive discussions.
The news is better for business leaders when it comes to employees. Edelman found that 77% of workers trust their employer.
However, this means that 2 out of 10 employees still don’t trust senior leadership.
Here's the good news
That's a problem for leaders too
Not only do people distrust information, but the public sees business leaders as deeply untrustworthy. Recent data suggests only 23% of people trust business leaders.
The benefits of trustworthy leadership
Ipsos Karian and Box surveyed over 870,000 employees and found that the most “trustworthy” communications were split into three categories. Leaders who predominantly use email and other one-way channels were the least trusted while in-person visits were most highly rated.
An effective leadership comms plan needs to include all elements
How communication channels inspire trust
Controversial statements, arguments over returning to the office, and the lack of a recession-readiness plan are all reasons why employees lose trust in leaders.
There are many more to avoid though if you want to create a culture of trust. Visier’s survey found the five most common reasons employees give for losing trust in the boss.
What to avoid if you want to build trust
They don't help staff getting a work-life balance (32%)
There is no follow-up on employee feedback (35%)
Lack of transparency about company policies and practices (43%)
They don't tell the truth (43%)
They don't challenge toxic behavior (45%)
Leadership communication
skills that build trust
Whether you're a leader, communicator, manager, or exec ghostwriter, you can help to build employee trust when it matters most.
Keep it simple
(when appropriate)
Although some kinds of communication require technical or commercial expertise, all-company comms are best kept simple. Overly complex language or partial information can alienate people, especially in large organizations where individuals have different educational or linguistic backgrounds. Focus on being understood by as many people as possible.
Consider your audience
While some comms speak to everyone, some are more nuanced, and effective communicators adapt their tone, style, content, and format to the audience. This may include focusing on how your announcement is relevant for a specific audience (e.g., a work location or team), or using more department-specific language. One thing to remember though is that it’s important to stay consistent in detail and public persona.
Lead with empathy
Empathy is a critical skill for leaders as it allows them to build trust and rapport. Empathic leaders understand how their actions will make others feel and react, a sense which is built from intentional listening, paying attention to nonverbal cues, asking questions, and soliciting feedback. This is where in-person communication still has particular value.
Be clear on your message
If your organization is going through a period of uncertainty (economic or otherwise), staff will need clarity and direction. Distill the essential message down into a few talking points and relevant pieces of data; this should be the summary you return to in every communication.
Be present in more
ways than one
Remote and hybrid working is effective, but that doesn’t mean it’s not augmented by in-person meetings. Non-verbal cues, facial expressions, and tone help to convey energy and build on emails and other written work. Being present also extends to not checking your emails or phone in the middle of a conversation or meeting.
Listen and act accordingly
A leader needs to practice ‘360 listening’. This is not just listening to what people say and how they say it, but also what they don't say. You can pick up on the unspoken by how people react to different topics. If they’re effusive about one thing and reticent about another, it gives possible areas to tackle to build trust.
References
https://www.edelman.com/trust/2022-trust-barometer
https://ipsoskarianandbox.com/insight/51/
building-trust-in-leaders-new-insights-and-advice-on-where-to-start
https://www.shrm.org/hr-today/news/all-things-work/pages/trust-has-never-been-
more-important.aspx
https://www.theatlantic.com/magazine/
archive/2021/12/trust-recession-economy/620522/
https://www.visier.com/blog/top-reasons-employees-distrust-employers/
1. Face-to-face
(e.g., personal meetings and visits)
2. Virtual/social media (e.g., Zoom)
3. One-way comms (e.g., email and blogs)
Leadership communication skills that build trust
Keep it simple
(when appropriate)
Be present in more
ways than one