PROOF | change communication & employee alignment


Edelman Trust Barometer 2019:
‘my employer’ most trusted entity

Edelman recently published its yearly Trust Barometer. A global research report about ‘trust’ and ‘trustworthiness’ cover 33,000 respondents working at different organisations in 27 markets – including the Netherlands. An important finding this year: globally, a whopping 75% of respondents trusted their employer to do what’s right. This is significantly more than the trust people have in NGOs (57%), business (56%), government (48%) and media (47%).

This level of trust manifests itself directly in employee behaviour. The results show that employees who trust their employer are far more likely to be engaged, loyal, committed and to act as an ambassador for the organisation. For their part, consumers also value how a company treats its employees. In fact, 78% says that this is one of the best indicators of a company’s trustworthiness, and 67% agrees that “a good reputation may get me to try a product, but unless I come to trust the company behind the product, I will soon stop buying it”. In other words: investing in employee trust equals investing in your bottom line.

The results of the study match PROOF’s vision perfectly: happy employees = happy customers = more business value. And they underline the importance of being a good employer. Organisations build trust by investing in a great employee experience and by creating a work environment in which employees are happy and healthy, empowered and know how to contribute to your organisation’s success.

For PROOF, every unhappy employee is one too many, and the first step to correcting this is to get the facts. Within three hours, our employee journey scan helps you discover how your employees view their journey – and the steps you can take to optimise it. Want to know more? Read this article or contact Sascha Becker or Wenda Bolink. We would be delighted to help you get started.

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