Who do you trust with your Reputation?
January is now behind us. And we're nearly through February, with the mornings getting lighter and we're gaining three minutes of daylight at the end of each day. What's not to like! So, a good moment to kick back, make your favourite coffee and enjoy this month's edition of The Reputation, where we explore that very precious commodity - Trust.
Our associate Tom Crawford reflects on what drives trust and its relationship with purpose. We explore the 'trust wobble' in the context of empowerment leadership, the importance of listening to your employees to drive performance, and share some lovely stories and pics from our travels in the US and across Europe and the UK.
Enjoy the read...
It all begins with trust
As humans, we consider trust as a precious commodity. Something that is the basis of everything that we do as civilized people. If you don’t have trust, then you probably won’t buy from a brand as a consumer, establish and sustain friendships or relationships, or indeed in a work context, engage or contribute as an employee or colleague. Therefore, trust for leaders in business is arguably the greatest capital they have to deliver better business performance.
In this article, Begin with Trust by Frances Frei and Anne Morriss they explore empowerment leadership and examine the core drivers that build trust - authenticity, logic and empathy and discuss how to uncover, understand and overcome your ‘trust wobble’.
Who do you trust?
Which brands do you put your ‘trust’ in? 62% of people say that trust is an important factor to them when choosing to engage with a brand, according to Accenture’s (NYSE: ACN) 18th annual Life Trends report.
In this article Neil Griffiths explores trust in the context of the workplace.
2025 so far...Boston, Leeds, London and Rome
It's been a busy start to 2025 for the Ceriph team. First off, was a meeting with team Roku in Boston to plan activities for this year followed by Ken talking all things Employer Brand vs. Employer Reputation at #truLeeds. The team have also ventured to Rome with a defence client, bringing together teams from four different countries to scope out a global careers website. And just last week, we were in London filming with one of the coolest and exciting tech start-ups, who are revolutionising the economic base of the AI industry. We can't wait to share with you the outputs from these trips later in the year and what the rest of 2025 has in store!
Trust and purpose
"There can be no trust without purpose."
In what feels like turbulent times, our associate Tom Crawford reflects on what drives trust.
So good...
To celebrate the iconic BIC Cristal ballpoint's durability and its 75th anniversary, the French manufacturer used a robotic arm to transcribe the entirety of Shakespeare's Romeo and Juliet using just one Cristal. The arm wrote for 63 continuous hours and still had ink to spare.
Not so good...
Google, BT, Meta, Amazon, Pepsi, McDonald's and Walmart have all recently made a significant shift in their DEI initiatives. Some have made the decision to scale back or altogether remove their DEI references from annual reports, dissolve partnerships with LGBTQ+ advocacy groups, and in some cases, bring their DEI functions to a halt. The long-term effects of these decisions on both the companies and the broader business community remain to be seen but companies should consider the impact their actions will have on workplace culture and their employer reputation.
Final thought...
In a departure from traditional advertising methods, India's food products company Britannia Industries Limited has captivated audiences with its unique and environmentally conscious billboard campaign. This innovative advertising approach aims to raise awareness of the company's sustainability efforts while inviting people to rethink the relationship between human need and the natural world. A more natural way to grab attention.
A trusted partner...
The Reputation is a monthly collection of news, articles and case studies that we think highlight some of the varied challenges and solutions people and organisations face when managing their reputation as an employer.
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