Employee Engagement Insights from Edelman’s 2013 Trust Barometer

Edelman trustbarometer 0. 2013 | ANNUAL GLOBAL STUDY Insights from Edelman's Employee Engagement Practice Trusted Spokespeople for a Company A company's integrity, workplace environment and ethical standards matter to technical experts its credibility. Perceptions of fraud, misaligned incentives, negative workplace CEOS regular employees 46% . 50% ýÝ 67% environments and a lack of transparency are a deep Echoing a trend established in previous years, rank-and-file workers – especially those with technical expertise are more trusted than chief executives. distrust of business and executives. However, regular employees and those with technical expertise continue to be trusted storytellers. Employees are highly credible on a variety of topics. CEOS are most credible when talking about financial performance. Regular employees www. are most credible talking about working at the company. CEOS and employees are equally credible talking about innovation. -O'- Treating employees well is a higher priority for regular employees than for executives. regular employees rd 5th 3! CEOS rank it of 16 rank it of 16 Out of 16 attributes that build trust, employees ranked "treating employees" higher than executives – close behind "offering quality products" and "listening to customers." Regular employees are far more skeptical than executives. 57% Executives trust CEOS (57%) and regular employees (55%) Regular employees trust CEOS (42%) and regular 55% 50% 42% employees (50%) Executives have 15 percent greater trust in the CEO than regular employees do. Three actions to rebuild trust: Encourage a culture of inclusive management. 2 Use storytelling to illustrate integrity. 3 Leverage employee ambassadors where they have the most credibility. Edelman