Your Company Culture Is Built On Trust

Alison Masniuk Brand Coaching, Brand Identity

Let’s face it: at some point, we’ve all had a less than desirable experience within an organization that has left us feeling either unfulfilled or under appreciated.

Some of the culprits are poor leadership skills and a lack of community inside the company.

These feelings have likely stuck with you and shaped your career choices – putting a company’s values at the forefront of qualifiers when deciding where to work next.  

So now you’re in a position to make a difference in your company, how do you nurture a company culture that attracts, innovates and inspires your employees?

You start with trust.

How Do You Measure Trust Within An Organization?

The moment the collective came together, we recognized the value of trust and truth for our organization – hence our stand when we say Brand is Truth.

Your truth, as your brand drives your company’s identity, is the manifestation of your core values.

Strengthening your company’s brand empowers your employees to connect and embrace your core values.

According to Edelmen’s 2017 Trust Barometer Study, the world is in a state of crisis when it comes to trust within organizations.

Consider building trust as the first step in creating an action plan that improves the economic and social conditions for your company’s culture.

Forge a Company Culture You Can Get on Board with

The best way to start forging your company’s culture is by recognizing your core values as the cornerstone of HR.

By using your core values as a screening method for potential candidates, you will be able to qualify job applicants that are most aligned with your brand’s vision and values.

A case study conducted by Deloitte University Press states:

“87% of organizations cite culture and engagement as one of their top challenges, and 50% call the problem ‘very important’.”

You can incorporate your brand in your onboarding program to focus on a values-driven approach and build rapport with new employees.

As voluntary turnover rates continue to rise in Canada, companies must create systems and structures to prevent low-engagement and employee-initiated dismissal.

While your company is responsible for crafting these systems, you can find additional support through brand coaching programs similar to what we offer through our collective.

These programs help maintain an alignment between your operational goals and your cultural goals within your organization.

We had the opportunity to get some perspective from an HR leader, Michelle Berg, CEO of Calgary’s boutique Elevated HR Solutions,.

Michelle advocates for creating brand ambassadors with every employee and explains where she has seen companies fail when a misalignment exists in their core values:

“If they’re not recruiting to those values, firing to those values and if they’re not okay with keeping those values even when it’s a competitive disadvantage, they’re not real values.”

Therefore, the best new employee is the one referred by an existing, engaged employee – the ones who are actively representing your company’s core values.

They’re the most likely to be successful because the existing employee is sort of playing matchmaker on behalf of the company.

Embrace Leadership Training and Self-Improvement Programs

Karlyn Borysenko, Owner and Principal of ZenWorkplace, expresses the cost of a hypothetical small-to-medium business losing 12 employees over the course a year:

“The expense of replacing one employee ranges from $16,000 to $480,000….”

By investing in your organization’s people and culture, you will create brand ambassadors on your company’s behalf.

The Association for Talent Development’s 2014 State of the Industry report states:

“…based on data from 340 organizations,…training and development spending in 2013 averaged $1,208 per employee with 31.5 hours of learning.”

Productivity and idea generation benefit an organization over the long term, so the relatively low cost of training, that aligns with brand’s core values, is a worthwhile investment for growth.

Ten year veteran of corporate Human Resources and author, Suzanne Lucas of Evil HR Lady, shares some truth:

“…The key component in any plan is the people executing it”

Provide your people with the right training and support to inspire leaders within your brand and you achieve a fluidity that becomes seamless within your organization.

Trust is The Bottom Line

I hope this article leaves you with a new perspective on shifting focus to internal operations and company culture with trust at the forefront.

Some simple steps to building a strong community within your company include

  • Define a system to gauge your employees engagement and trust
  • Start your qualifying process from a values-based approach and focus on your company’s vision
  • Invest in training and leadership programs to create a powerful company culture and support self-improvement initiatives

About the Author

Alison Masniuk

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The Communication Maven - Alison Masniuk is a content and communications specialist based in Calgary, Alberta. She has a professional background in Human Resource Management, Public Relations, and Digital Marketing. Alison is passionate about social media and technology, always looking how to communicate a brand's story through original content and strategy.

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