Remember the movie, Meet the Parents? Where Gaylord Faucker was hopelessly left outside his soon to be father in law’s magic circle of trust despite his every effort and very best of intentions. Once he was outside the circle it took quite the herculean effort to get back inside.
TRUST is a major issue in the workplace today. Employee engagement has waned and the prevailing feeling in so many organizations can only be described as anxious and trapped. It matters little whether the marketplace is talent rich, if the talent on the team isn’t aligned to the objectives and invested in the outcomes. And invested just enough not to get fired doesn’t count. I know a lot of passive jobs seekers, working and waiting for something better to come their way.
Sales and Marketing have a Circle of Trust with their customers. So does Recruiting and Leadership with their employees. And trust and engagement are never higher than the moment someone says YES! Once the big decision is made the trust should solidify and escalate into endearing loyalty and evangelism. But it usually doesn’t. The circle breaks down.
When interest is elevated and engagement is high its a violation if the ‘experience’ doesn’t meet the ‘expectation’. Brands (and employer brands) that can deliver an experience, that exceed expectations consistently (exceed once and fail twice and you’ll drive people crazy and right into the hands of the competition) build loyalty and have the opportunity to drive evangelism.
Transparency and Authenticity are the new mandate. You better BE what you SAY. I read a great quote about this on the Edelman site last night.
“Audiences expect companies to interact with authenticity and transparency. Companies need engagement. Both will only achieve these if driven by compelling content that courts, plays and engages with credibility and professionalism. As Peter Whitehead wrote in the Financial Times, Web 2.0 is a world in which anyone can have a go at generating content; Web 3.0 is where professionals take the lead in shaping that content. And those professionals are the production experts and the multichannel, multimedia engagement experts. A new world, needing a new marketing offer. It’s all for the taking.”
Content is everywhere. Quality is another matter entirely. And better communication inside and outside the company is imperative. And experience is what really counts.
Authentic, Sincere, Transparent, Timely and Relevant Communication builds TRUST. With employees and customers.
How is your company doing? Are they inside your circle?