Satisfied employees as a trust bonus
Amazon is an impressive company. But is it trustworthy? And how do you feel when you think about delivery services? How do you feel when you think about the company behind the drivers? What role can employee centricity play in your content marketing strategy?
Integrity is one of the most important building blocks of trust. Integrity is reflected in the alignment between defined values and what is actually lived. A set of basic values should apply to every company. This is all the more true the more important the radiated trustworthiness is for the company. These basic values include honesty, humility, loyalty - and being good to your employees.
Actually, one should assume that employees are the most valuable asset of any company. Without committed employees, no performance can be satisfactorily achieved. No progress is possible. And no reliability.
How is it, then, that in business administration we talk about employees or even human capital? Or in soccer of player material? A really horrible expression without any personal touch. No one needs to be surprised if a player who is seen in this way changes clubs the next time a better offer comes along. The same applies to employees.
On the other hand, companies that treat their employees well or even particularly well experience a trust bonus as a result. It has a positive effect on the potential customer's assessment of the company. And of course it stands to reason that satisfied employees also perform particularly well.
Companies with particularly satisfied employees
There are various rating portals where employees rate their employer, such as kununu or Glassdoor. Companies cannot apply to the latter themselves. Eight factors are included in the annual ranking: career opportunities, compensation and benefits, culture and values, management level, work-life balance, and business outlook. Employees rate their employer on a 5-point scale. Employees were also asked whether they would recommend the company to a friend.
What I find exciting here is the question of whether these companies are also particularly successful. This would be a logical conclusion from the good performance of the employees plus the trust bonus from the customers due to the perceptibility of the good treatment of the employees.
The following five companies performed particularly well:
The Swiss company has been ranked number 1 in 2021. When visiting the website, one sees directly: "Roche with strong growth in the first nine months of 2021 - outlook for the full year increased". It seems to work.
The employee orientation at Google is certainly known to everyone. Free food, yoga, massage, ... there is nothing lacking. The fact that Google is extremely successful (also with new products like the current smartphone) is also well known.
96% increase in sales compared with the previous year. The Group is going from success to success and to ever new stock price records.
A company I had honestly never heard of before. The consulting firm's success story is all the more impressive. From five employees in 1996 to around 3,000 today.
- Siemens Healthineers
And the spin-off from the Siemens Group will also have a record year in 2021 with a fat increase in sales.
Can that be a coincidence? I think not.
So it pays to treat your employees well. And to communicate this as well. True to the motto: Do good and talk about it.
How do you communicate that you are good to your employees?
The career section is the established place where employees take place on the website. Here you can spread out all the good things you do for your employees, why it's great to work for you, etc. You can also create a special Have landing page created, which your potential employees will access after seeing your ad on a job portal.
But this area can also be prominently featured directly on the homepage. Mind you, not just to appeal to new employees. It's also valuable for creating a sense of trust with potential new customers.
Pictures show more than words. Even if it's not always easy to photograph employees - it's worth it. In the course of managing hundreds of website projects, we have very often taken employee photos. The most beautiful pictures are taken directly at the workplace. They are often much better than posed pictures in a special location. And there is nothing more authentic than showing your happy employees directly on the website. This is especially true if you are a service business.
If you have recording talent in the company, a video statement from one or more employees can make a great impact. Done well, it works even better than photos plus quotes.
And last but not least: Social media is the ideal place to let your employees have their say. Here, too, you're not just addressing new employees. Your B2B customers are also on the move on LinkedIn. On Instagram and Facebook, your B2C customers. They all like to see how happy your employees are with you.
It pays to be good to your employees and to do this in the Website content to show. Potential new employees will appreciate this, as will potential new customers and other target groups. Your entire company will look more trustworthy.