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Building Trust from the Inside Out: Engaging Employees as the New Influencers

Building Trust from the Inside Out: Engaging Employees as the New Influencers

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Published by Edelman
Now, more than ever, companies should be looking for ways to activate their employees and connect them with customers and the community.
Now, more than ever, companies should be looking for ways to activate their employees and connect them with customers and the community.

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categoriesBusiness/Law
Published by: Edelman on Mar 20, 2012
Copyright:Traditional Copyright: All rights reserved

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07/19/2013

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INMMEIVANMY
 Lm Efehblm {ety{eivawe nm blcamo belmamoguheb{hnqee inmmeivanmy v`lv fee{em emoloebemv(duahf vtuyv lmf liiehetlve duyameyy etgntblmie-
 
BLTI@ 4;<4
DUAHFAMO VTUYV GTNB V@E AMYAFE NUV:EMOLOAMO EB[HNQEEY LY V@E ME_ AMGHUEMIETY
Vtuyv ay lm eyyemvalh inb{nmemv ng lmq ntolmazlvanm‑y haiemye vn n{etlve lmf helf- Qev v`e ohndlh teyuhvy ng nut
4;<4 Vtuyv Dltnbevet vtuyv lmf itefadahavq yutweq y`n v`e yvlve ng vtuyv am l `ao` feotee ng faylttlq- Oemetlhhewehy ng fayvtuyv lte otnamo lmf bnte inumvtaey `lwe gha{{ef gtnb v`e nwetlhh {nyavanmy ng deamo 
‘vtuyvety‒ nt‘meuvtlh‒ vn
v`lv ng 
‘fayvtuyvety-‒ Ng v`e gnut
ilveontaey am `ai` e vtlic vtuyv (onwetmbemv duyameyy befal lmfMONy! vtuyv `ly yaomagailmvhq feihamef am lhh ng v`eb epie{v befal `ete av tnye yhao`vhq- Gutv`et lmlhqyayinmfuivef v`ay qelt gnt v`e gatyv vabe lhyn y`ny l vtuyv fayinmmeiv
av`am
ntolmazlvanmy av` epeiuvawey lmfeb{hnqeey {lamvamo wetq faggetemv {aivutey ng `ete v`eq {hlie v`eat vtuyv-
@newet( v`ete lte ynbe dtao`v y{nvy am v`ay qelt‑y
ohndlh Vtuyv flvl lmf nmey v`lv `lwe {tngnumf ab{hailvanmy nm`n ntolmazlvanmy duahf te{uvlvanm teolam vtuyv lmf emoloe eggeivawehq av` ceq yvlce`nhfety lhh dq {uvvamo eb{hnqeey lv v`e iemvet ng v`eat yvtlveoaey- Am gliv
eb{hnqeey {hlq l {tnbamemv tnhe am v`e fehawetq ng blmq ng v`e<7 lvvtaduvey v`lv duahf vtuyv
- Telf nm gnt bnte amyao`vy amvn v`e flvl `lv e v`amc bao`v de de`amf av lmf `lvqnu ilm fn am tey{nmye vn emyute v`lv qnu lte duahfamo vtuyv gtnb v`e amyafe nuv gnt v`e demegav ng 
lhh
ceqyvlce`nhfety-
VTUYV YVUFQ @AO@HAO@VY LMF AB[HAILVANMY GNT EMOLOAMO EB[HNQEEY 
_`em e lmlhqzef v`e ohndlh flvl gtnb v`e 4;<4 Vtuyv Dltnbevet lmf lhyn hnncef lv l fee{et lmlhqyay ng `lvly onamo nm
av`am
ntolmazlvanmy v`eye amyao`vy lmf ab{hailvanmy ilbe vn v`e gnte:
 
V`e itefadahavq ng teouhlteb{hnqeey jub{ef <7 {namvy vn5; {etiemv(
v`e otelveyvamitelye yamie 4;;6 (yee i
`ltvL
!- V`ay ay lbnmo v`e yamohe bnyvab{ntvlmv gamfamoy gtnb v`ay
qelt‑y yvufq lmf nme v`lv y`nuhf
yetwe ly l lce"u{ ilhh vnhelfety lmf inbbumailvnty-Mn bnte v`lm ewet inb{lmaeyy`nuhf de hnncamo gnt lqy vnlivawlve v`eat eb{hnqeey lmfinmmeiv v`eb av` iuyvnbetylmf v`e inbbumavq wallbdlyylfnt {tnotlby gelvutamo v`eb am befal lmf lfwetvayamo inmvemv lmf emoloamo v`ebbnte fee{hq am {tnfuivammnwlvanm lmf {tndheb ynhwamo-Gelvutamo teouhlt eb{hnqeey{tnbamemvhq lmf gte|uemvhq am
 
 
4
INMMEIVANMY
Gtnb Efehblm‑y Eb{hnqee
Emoloebemv [tlivaie x Blti` 4;<4
int{ntlve inbbumailvanmy lhyn ahh `eh{ amitelye itefadahavq ng v`nye we`aihey- Lyc qnutyehg ag qnut inb{lmq ayvtuhq fnamo ewetqv`amo av ilm vn {uv eb{hnqeey lv v`e iemvet ng qnut epvetmlh"gliamo te{uvlvanm lmfinbbumailvanmy yvtlveoaey-
 
IEN itefadahavq gehh <4 {namvy vn 90 {etiemv
(yee
i`ltv L
 
nm {tewanuy {loe! nme ng v`e daooeyv ftn{y am VtuyvDltnbevet `ayvntq- @newet fn
mnv
jub{ vn v`e inmihuyanm v`lv IENy lte mn heyy tehewlmv- V`eq yvahh {hlq litavailh tnhe am {tnwafamo yvtlveoai fateivanm deamo v`e yvlmfltf"deltet gnt l inb{lmq lmf yevvamo v`e inutye gntamvetmlh iuhvute- V`e heltmamoy `ete lte vn mnv tehq nm qnut IEN vn de v`e
nmhq 
glie ng qnut ntolmazlvanm am{ltvaiuhlt futamo vabey ng itayay lmf
vn uye v`e amyao`vy gtnb v`ay qelt‑y Vtuyv yvufq vn em`lmie nwetlhh IENitefadahavq- Am hao`v ng v`ay qelt‑y ftn{ am itefadahavq( `lv ilm qnu fn vn devvet inmmeiv qnut IEN vn qnut
eb{hnqeey lmf waie wetyl>
 
L vtuyv fayinmmeiv epayvy av`am ntolmazlvanmy
-Am lm amveteyvamo {ltlhheh epeiuvawey tlmcef v`e itefadahavq ng teouhlt eb{hnqeey yeinmf"vn"hlyv nuv ng eao`v vtuyvef amgntblvanm ynutiey `ahe eb{hnqeey lltfef yeinmf"vn"hlyv `nmnty vn v`nye ylbe epeiuvawey (yee
i`ltv D
dehn!- V`ay blq de l tegheivanm ng lmnv`et vtemf gtnb v`e
yvufq: v`lv {en{he vemf vn vtuyv l ‘{etynm hace be-‒
V`ay {ltvaiuhlt gamfamo blq eminutloe helfety vn v`amcldnuv `n v`eq ilm febnmyvtlve vtuyv"amy{atamo de`lwant vn eb{hnqeey nm l inmyayvemv dlyay lmf `n v`eq ilmamitelye glbahaltavq av` v`e flq"vn"flq ayyuey lmf emwatnmbemvy v`lv v`eat eb{hnqeey inmgtnmv- Ly l helfet ntinbbumailvnt `n ilm qnu `eh{ duahf v`eye dtafoey> @n ilm qnu uye vei`mnhnoq vn devvet inmmeiveb{hnqeey vn helfety lmf eli` nv`et>
 
V`ete ay lv helyv nme {namv nm `ai` teouhlt eb{hnqeey lmf epeiuvawey ilm lotee lmf v`lv ay
v`e itefadahavq ngvei`mailh ep{etvy av`am l inb{lmq
(yee
i`ltv D
ldnwe!- Nwetlhh v`eye eb{hnqeey ete tlmcef yeinmf"bnyvvtuyvntv`q de`amf nmhq lilfebaiy lmf ep{etvy3 teouhlt eb{hnqeey tlvef v`eb mubdet nme lmf epeiuvawey{hlief v`eb v`atf- V`ay `ly ab{ntvlmv ab{hailvanmy futamo vabey ng itayay
gelvutamo ihelthq"afemvagaef vei`mailh
 
 
9
INMMEIVANMY
Gtnb Efehblm‑y Eb{hnqee
Emoloebemv [tlivaie x Blti` 4;<4
ep{etvy am amvetmlh lmf epvetmlh inbbumailvanmy ahh on l hnmo lq am y`ntamo u{ vtuyv `em v`amoy `lwe onme(nt lte ldnuv vn on! tnmo- Vn `lv epvemv `ly qnut ntolmazlvanm afemvagaef lmf vtlamef vei`mailh ep{etvy vn yve{u{ `em l itayay `avy> _nuhf v`eq de inbgntvldhe emoloamo av` qnut ceq yvlce`nhfety wal dnv` vtlfavanmlh lmfynialh befal {hlvgntby>
 
Epeiuvawey vemf vn vtuyv melthq lhh amgntblvanm ynutiey bnte v`lm mnm"blmloebemv eb{hnqeeyfn
lmfteouhlt eb{hnqeey wnaief otelvet yce{vaiayb v`lm epeiuvawey vnltf ewetq ynutie epie{v vtlfavanmlh befal-Gutv`etbnte epeiuvawey vtuyv ynialh befal
`ai` inmvamuey vn otn am amghuemie eli` qelt
bnte v`lmeb{hnqeey fn dq l vn"vn"nme bltoam (46 wetyuy <4 {etiemv!- V`e telynmy gnt v`ay
gamfamo ltem‑v abbefalvehq
ihelt vn uy duv nme `q{nv`eyay e ilm ngget ay v`lv oemetlh eb{hnqeey blq de ep{nyef vn lmf emoloamo av`l dtnlfet lttlq ng ynialh befal v`lm epeiuvawey `ai` blq itelve l `ao`et heweh ng iqmaiayb (tegheivef am v`egliv v`lv lv <4 {etiemv eb{hnqeey vtuyv ynialh befal vn {namvy heyy v`lm v`e vnvlh {n{uhlvanm yutweqef!-Inmwetyehq epeiuvawey blq de emoloamo av` l bnte yeheiv yev ng ynialh befal yavey lmf vnnhy v`lv vemf vn`lwe l `ao`et inmgatblvanm daly (am nv`et ntfy v`eq blq de yehg"yeheivamo ynialh befal yavey v`lv bnte ihnyehqlhaom av` v`eat nthfwae!- Lyc qnutyehg `lv ab{hailvanmy v`ay yce{vaiayb blq `lwe nm qnut nminbbumailvanmy {tnotlb-
 
Nggaialh inb{lmq"ayyuef inbbumailvanmy lte fayvtuyvef dq ntcety lv lhh hewehy-
Nmhq 41 {etiemv ng epeiuvaweylmf 4< {etiemv ng eb{hnqeey vtuyv int{ntlve inbbumailvanmy- V`ay gamfamo ay hacehq lmnv`et lce"u{ ilhh vninbbumailvnty vn ewlhulve v`e vtuyvntv`ameyy lmf eggeivawemeyy ng lhh inbbumailvanmy {tnfuivy lmflivawavaey- V`e telynmy gnt hn hewehy ng vtuyv inuhf amihufe {tndheby av` tehewlmiq ng inmvemv eggeivawemeyy ng gntblv nt fehawetq nt hlic ng n{{ntvumavaey gnt vtue emoloebemv lmf buhva"lq falhnoue- Lte qnut {hlmy lmf{tnotlby feyaomef vn yuiieef am l nthf `ete eb{hnqeey fayvtuyv int{ntlve inbbumailvanmy>
 
Am hnncamo lv melthq lhh ng v`e <7 lvvtaduvey v`lv duahf vtuyv ohndlhhq( eb{hnqeey lggeiv watvulhhq ewetq nme
 
gtnb `n v`e inb{lmq vtelvy iuyvnbety vn v`e lq av gnyvety ammnwlvanm
amfailvamo v`lv int{ntlve wlhuey
{tlivaiey lmf nwetlhh iuhvute `lwe l yaomagailmv ab{liv nm l inb{lmq‑y vtuyvntv`ameyy-
Amveteyvamohq `aheeb{hnqeey tlmcef v`e
y{eiagai vtuyv lvvtaduve ng ‘vtelvy eb{hnqeey
 
ehh‒ ly v`atf
"bnyv ab{ntvlmv epeiuvawey{hlief av yapv`-_nuhf v`e ylbe de vtue am qnut ntolmazlvanm> Ay qnut ntolmazlvanm lhaomef ltnumf `lvlvvtaduvey lte bnyv ab{ntvlmv vn ftawamo vtuyv lmf te{uvlvanm lmf lte eb{hnqeey eggeivawehq yu{{ntvef am`eh{amo v`e inb{lmq fehawet lolamyv v`e bnyv ab{ntvlmv lvvtaduvey>
EBETOAMO N[[NTVUMAVAEY
Oawem v`e ntc{hlie gamfamoy gtnb v`e 4;<4 Vtuyv Dltnbevet v`ete lte mubetnuy n{{ntvumavaey gnt helfety lmfinbbumailvnty vn te"eplbame v`eat livanmy lmf {tnotlby vn {teyetwe lmf duahf vtuyv- Dlyef nm nut ep{etaemie lmf{ety{eivawe `newet inb{lmaey y`nuhf inmyafet v`tee ng v`eye n{{ntvumavaey abbefalvehq:
Eb{net qnut eb{hnqeey vn de lbdlyylfnty wal ynialh befal
Oawem v`lv dnv` eb{hnqeey lmf ynialh befal lte otnamo am itefadahavq v`ete ay l ihelt n{{ntvumavq vn dtamo v`e vnvnoev`et vn itelve eb{hnqee lbdlyylfnty
v`lv ay {en{he `n vlhc ldnuv v`e inb{lmq nmhame am l |ulya"nggaialhil{liavq- Yabahlthq v`e glhh am IEN itefadahavq blcey av bnte ab{ntvlmv v`lm ewet vn {te{lte eb{hnqeey vn lfwnilve
nm lm ntolmazlvanm‑y de`lhg-
 Lbdlyylfnt {tnotlby lte mnv`amo me duv gnt qelty v`eq gniuyef hltoehq nm am"{etynm nt ngg"hame livawavaey yui` ly`lmfamo nuv dtni`utey lv lm ewemv fayvtaduvamo inu{nmy nt wnaiamo yu{{ntv gnt heoayhlvanm- Eminutloamo eb{hnqeeyvn emoloe v`eat nmhame mevntcy am yui` livawavaey ilm ep{nmemvalhhq buhva{hq v`eat ab{liv- Lmf gniuyamo nm l
inb{lmq‑y nm vei`mailh ep{etvy
 
`n lte teoltfef ly {ltvaiuhlthq itefadhe eb{hnqeey
ilm gutv`et lb{hagqeggntvy ey{eialhhq futamo itaya
y- _`em l {tnfuiv‑y |ulhavq nt ylgevq inbey amvn |ueyvanm( `n devvet vn lffteyy yui`
inmietmy v`lm v`e {en{he `n feyaomef av>Vn yuiieyyguhhq livawlve lmf mutvute lbdlyylfnt {tnotlby uyamo ynialh befal av ay itavailh vn eyvldhay` hewehy ng ietvagailvanm av`am qnut ntolmazlvanm vn emyute v`lv eb{hnqeey lte ynialh befal"ylwwq lmf {tn{ethq eb{netef am l

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