Actions CEOs can take to build trust

Again from the Edelman Trust Monitor 2014 , some guidance on how the top people can build trust.

• Communicate clearly and transparently
• Tell the truth regardless of how complex and unpopular it is
• Engage with employees regularly.

These are actions that everyone in an organisation can adopt too. Interestingly,the Monitor also reports that employees are considered the most trusted source across most of the " trust attributes" in the survey. The public want to hear directly from employees as ambassadors and advocates to attest to the integrity, quality, relevance of the products and services sold.

Again this bolsters the argument for a stakeholder response to sustainable business with employees figuring highly in any investment calculations. It also reinforces the "value creation cycle" theory ie if employees believe they have a good deal from the firm  (compared to alternatives) then they are more likely to put more effort and loyalty in, which results in better behaviour/conduct when dealing with customers, more sales, better reputation etc etc.