Skip to main content

On-demand webinar coming soon...

Blog

Trust culture and organizational behavior

Every day and every interaction becomes another opportunity to showcase your company’s commitment to honesty, integrity, and justice

 

Kelly Maxwell, Content Marketing Specialist, OneTrust
March 9, 2022

N/A

The Great Resignation isn’t just about employees leaving low-paying jobs for more money; they’re moving on to find jobs that match their values at companies they trust. Companies with a strong corporate culture will survive this period of upheaval and change, will be better equipped to navigate any future shifts, and will benefit from better performance, higher employee retention rates, and so much more. Shifting our collective focus from profits and bottom lines, corporate culture is fast becoming a fundamental reason for employees to stay or move on. When your organization walks the walk and talks the talk, people stop and take notice.

Everyone is talking about trust. If you want to remain competitive in the marketplace, you should be too.

Request a free Ethics Training Demo today.

Making the business case for trust culture

More companies are measuring trust as a key metric for both internal and external partners, formalizing trust initiatives, and naming chief trust officers. So, what is behind this monumental shift? In the shadow of the Great Resignation, companies are taking a fine-tooth comb to their corporate culture, polishing up their policies and procedures, and building better relationships with consumers and shareholders alike.

The numbers don’t lie: 70% of customers say trusting a brand is more important now than ever before. And trust isn’t just about your external relationships. If a prospective employee has the choice between two companies, they will now, more often than not, gravitate towards the organization with a better reputation for ethical behavior. It is so much more than attracting new talent; it is about retaining current employees.

Trust allows brands to:

  • Win Brand Relationships
    • Trust (53%) is second only to price (64%)
  • Accelerate Down the Funnel
    • Nearly 1 in 3 loyal customers have a brand relationship built on the strongest trust level
  • Earn Loyalty & Attention
    • People with high brand trust (75%) will only buy products of that brand
  • Protect Against Headwinds
    • People with high brand trust (78%) are likely to recommend and defend the brand

Source: Edelman Trust Barometer Special Report: Brand Trust in 2020

Dismissing this movement as a side effect of the pandemic would be a mistake—after all, the Business Roundtable published its statement on stakeholder capitalism and the purpose of a corporation in 2019, months before the pandemic began. Organizations who don’t embrace trust-building will miss out on this real opportunity for competitive differentiation. Building trust is increasingly important as hybrid teams grapple with the resulting erosion of trust that comes from dispersed teams. Today, brands need to go above and beyond simply solving consumer problems and focus on how their work can inspire, educate, and enrich consumers’ and employees’ lives.

Organizational behavior and Expectation management

A culture of trust is based on much more than words. Think back to “Blackout Tuesday” in the summer of 2020 when brands were posting black squares to their social media pages. The backlash was almost immediate—consumers saw the gestures as empty when they weren’t matched by action. Consumer trust is hard-won and easily lost, placing more emphasis on your company’s actions. Gone are the days when a brand could make grand claims and never actually follow through.

So how does a company gain and keep trust among its consumers, employees, and the community in which it operates? Expectation management is a top priority when developing organizational trust; nothing breaks the trust of an employee or a consumer faster than a grand promise that never turns into action. This principle can be applied across your organization to solidify your corporate commitment to building trust. For example, managing the expectations of a whistleblower is just as important now as hearing their concerns in the first place. If a report is made with the unspoken expectation that a report will result in an official getting fired, and their expectations are unmet, that employee may never come forward again.

Reinforcing trust culture through Organizational justice 

Trust culture can’t exist in a vacuum; without the tactical steps of regular testing and refinement, the words will ring hollow. A high performer may hit their sales quota every quarter, but their exemplary performance should not insulate them from the consequences for wrongdoing. Trust culture is refined and reinforced at the intersection of employees’ willingness to speak up and management’s willingness to act.

Without the organizational justice element—that is, holding employees accountable regardless of their rank or department—your trust culture will be undermined rather than strengthened. If the process is fair and transparent, then the findings will be more trustworthy. When you go to the gym, you don’t get stronger without constant tear and repair, so think of your organizational trust culture as a muscle needing exercise and testing to improve. Put those reps in!

Leadership and Trust: Setting the tone from the top 

Becoming an emotionally intelligent manager isn’t easy. Setting the tone from the top means making every interaction, both at the micro and macro level, an opportunity for executives to demonstrate the company’s commitment to building trust. Just like representation in media matters, seeing ethical behavior in action can make it feel more accessible and even aspirational. But don’t think this means all executives need to be saints; when leaders own up to mistakes and show up as their whole selves, they actually help build trust in the workplace.

10 ways to build trust in professional relationships:

  1. Address conflicts as they come, following through for resolution
  2. Practice what you preach
  3. Strive for honesty and be direct when mistakes are made
  4. Clarify and respect boundaries
  5. Give and take, on both a short and long-term basis
  6. Assume positive intent
  7. Aim for consistency in your words and actions
  8. Crowdsource when possible, avoiding the appearance of playing favorites
  9. Give background information where possible, when making important decisions
  10. Recognize achievement and excellence

Cultivating a trust culture doesn’t need to be an overwhelming enterprise. Trust has its advantages, in the marketplace, board room, and in the office. Every day and every interaction becomes another opportunity to showcase your company’s commitment to honesty, integrity, and justice.

Request a free Ethics Training Demo today.

Follow OneTrust on LinkedInTwitter, or YouTube.


You may also like

Webinar

Ethics Program Management

From reactive to proactive: Transforming your ethics & compliance program

Join this webinar to hear experts explore actionable strategies employed by Ethics & Compliance programs to drive a more ethical culture.

September 12, 2024

Learn more

Infographic

Speak-Up Program Management

Modern slavery: Identifying the signs of forced labor in your supply chain

Looking up and down your organization's supply chain for key indicators is critical to preventing, identifying, and stamping out forced labor.

June 25, 2024

Learn more

Webinar

Speak-Up Program Management

EthicsConnect: Speak Up - Balancing Regulation with a Genuine 'Safe Space' for Employees

Network with fellow ethics professionals, collaborate in break out rooms, and learn how to over the challenges of meeting EU Whistleblower Directive compliance from experts.

June 13, 2024

Learn more

Webinar

Ethics Program Management

Drive employee engagement with Ethics Program Management

In this tech talk, we will walk you through the customer's employee journey utilizing our Ethics Program Management suite of tools.

May 21, 2024

Learn more

Webinar

Ethics Program Management

EthicsConnect: Risk - It’s not just for breakfast anymore

Join us for a deep dive into embedding privacy by design into the fabric of your business to promote the responsible use of data.

April 25, 2024

Learn more

eBook

Ethics Program Management

Business messaging apps: A guide to corporate compliance

How can your business use third-party messaging apps while staying compliant? Dive into key usage considerations based on the DOJ’s 2023 guidance.

February 13, 2024

Learn more

Infographic

Third-Party Risk

4 top-of-mind challenges for CISOs

What key challenges do CISOs face going into the new year? Download this infographic to hear what experts from industries across the board have to say.

January 30, 2024

Learn more

Webinar

Third-Party Due Diligence

Best practices for conducting third-party due diligence for ethics & compliance​

Join this webinar for best practices for conducting third-party due diligence for ethics and compliance.

January 11, 2024

Learn more

Webinar

Ethics Program Management

Ethics Exchange: Third-party applications and ephemeral apps

Learn practical advice on how to navigate the risks of ephemeral apps and employee privacy in BYOD world.

December 05, 2023

Learn more

Webinar

Speak-Up Program Management

Navigating the EU Whistleblower Protection Directive: New rules, new risks

Join our expert-led webinar where we explore the EU Whistleblower Protection Directive and practical steps towards compliance. 

November 02, 2023

Learn more

Webinar

Ethics Program Management

Ethics Exchange: Risk assessments

Join our risk assessments experts as we discuss best practices, program templates, and how provide an assessment that provides the best value for your organization.

October 25, 2023

Learn more

Webinar

Ethics Program Management

Ethics Exchange: Investigations

Join our live webinar and learn how to conduct comprehensive ethics investigations that are trustworthy and efficient.

September 07, 2023

Learn more

Webinar

Third-Party Due Diligence

Driving excellence in third-party risk management: An in-depth look at different due diligence approaches

Join our in-depth webinar and learn how to define third-party due dilligence levels and when to apply them during your vendor management lifecycle.

July 20, 2023

Learn more

Webinar

Third-Party Due Diligence

A shortcut to third party due diligence fundamentals

In this webinar, we examine the scope of third-party due dilligence, best practices, and industry trends driving greater scrutiny on third parties.

July 13, 2023

Learn more

Webinar

Third-Party Due Diligence

Sanctions and export controls: Ensuring compliance

Watch our live expert webinar on understanding global sanctions and export controls and how to reduce your organiztion's risk exposure and ensure compliance.

June 29, 2023

Learn more

Video

Third-Party Risk

Third-party management demo

See how OneTrust's third-party management solution can help scale your third-party lifecycle and evaluate vendors with real-time risk intelligence.

June 27, 2023

Learn more

eBook

Ethics & Compliance

Creating an effective code of conduct

In this eBook, learn how to create an effective code of conduct with six key steps. 

June 01, 2023

Learn more

Webinar

Third-Party Risk

Unpacking the third-party risk regulatory landscape in the Nordic region and beyond

In this live webinar, our expert panel discuss emerging third-party risk regulatory trends in the Nordic region and show how OneTrust can help your business stay complaint.

May 30, 2023

Learn more

eBook

Third-Party Due Diligence

The global regulations driving third-party due diligence

Download our eBook learn how to start building a robust third-party due dilligence (TPDD) strategy that protects your brand and minimizes risk.

May 30, 2023

Learn more

Webinar

Third-Party Due Diligence

Ethics live Demo: Third Party Due Diligence webinar

Learn how OneTrust's Third-Party Due Dilligence, backed by Dow Jones, can help provide your business the data it needs to find trustworthy third parties and mitigate risk.

May 18, 2023

Learn more

In-Person Event

Ethics & Compliance

Ethics Exchange: Practical deep dive for third-party due diligence

Organizations are accountable for third-party actions, so they need robust due diligence to protect their reputation. Learn more at our ethics exchange event.

May 11, 2023

Learn more

Checklist

Ethics Program Management

Policy on development and administration of policies template

Get a head start on your ethics program and create a policy on development and administration of policies with our customizable template.

May 10, 2023

Learn more

Webinar

Third-Party Due Diligence

Maturing your third-party due diligence program: Process, data & technology

Experts at OneTrust and Dow Jones discuss third-party due diligence, covering industry trends, challenges, and how to streamline the process with technology.

April 27, 2023 1 min read

Learn more

Webinar

Ethics & Compliance

Unpacking the global third-party due diligence regulatory landscape

Learn how a strategic plan for compliance can help companies eliminate human rights and environmental violations and avoid costly consequences.

March 06, 2023

Learn more

Webinar

Ethics & Compliance

Third party due diligence – A practical deep dive

In this session, we'll look into the scope of third-party due diligence and a deep dive into practical implementation aspects and best practices for organizations.

December 13, 2022

Learn more

Report

Trust Intelligence

Trending toward trust

The "Trending toward trust" report from OneTrust highlights seven key trends that organizations need to know.

December 12, 2022

Learn more

Webinar

Ethics & Compliance

The number one metric for effective compliance programs: Continuous improvement

Join our webinar to learn how to develop and/or maintain a High-Quality E&C Program and what role data analytics play in improving your compliance program.

November 27, 2022

Learn more

Webinar

Ethics & Compliance

Best practices for conducting third-party due diligence for ethics & compliance

In this session, we'll explore the scope of third-party due diligence and best practices, such as industry trends driving greater scrutiny on third parties.

November 16, 2022

Learn more

Webinar

Ethics Program Management

Live demo: Conflicts of interest management webinar

Learn how to develop a holistic disclosure program, how to make it part of your risk assessment, and how to use it to meet regulatory obligations.

November 01, 2022

Learn more

Checklist

Ethics & Compliance

The CECO’s third party checklist

Use this checklist to ensure that your ethics and compliance program is effectively managing third parties across the entire relationship lifecycle.

October 28, 2022

Learn more

eBook

ESG & Sustainability

The CECO’s guide to managing third parties eBook

Download this eBook to learn the six steps in the lifecycle of risk-based third-party due diligence, compliance terms, and conditions, payment terms, etc.

October 27, 2022

Learn more

White Paper

Ethics & Compliance

Central vs. local intake and case management under the EU Whistleblowing Directive white paper

Download this white paper to learn the specific intake and case management requirements for local subsidiaries and offices across Europe.

October 25, 2022

Learn more

Webinar

Ethics & Compliance

The role of disclosures in risk assessment and management

In this webinar, we’ll discuss developing a holistic disclosure program, making it part of your risk assessment, and using it to meet regulatory obligations.

October 04, 2022

Learn more

White Paper

Ethics & Compliance

What CCOs need to know about the DOJ compliance certification requirement white paper

Download our white paper to learn how the DOJ’s new policy will empower CCOs, and discover what opportunities this new policy presents for your program.

September 01, 2022

Learn more

Webinar

Ethics & Compliance

How to transform your ethics management program through effective employee engagement

In this webinar, we’ll discuss how to develop a successful ethics management program and how to promote trust by developing awareness.

July 28, 2022

Learn more

White Paper

Ethics & Compliance

DOJ’s 2020 update to the evaluation of corporate compliance programs

This white paper explores the 2020 DOJ Compliance Guidance Update and where it takes corporate compliance programs this year and beyond.

July 15, 2022

Learn more

Checklist

Ethics & Compliance

DOJ self-assessment checklist

This enhanced DOJ guidance sets out a baseline, or the minimum standards, to demonstrate an effective ethics & compliance (E&C) program.

July 08, 2022

Learn more

Webinar

Ethics & Compliance

Conflicts of interest and disclosures

Join this roundtable with your peers and experts in ethics and compliance to discuss how to build a successful conflict of interest management program.

July 08, 2022

Learn more

Webinar

Ethics & Compliance

Effective policy governance and distribution

Join this roundtable to discuss how to create effective policies, run effective campaigns and report on each policy’s performance and influence. 

July 08, 2022

Learn more

Webinar

Ethics & Compliance

GDPR and the EU Whistleblower Protection Directive webinar

Join this webinar to learn how to review your whistleblowing processes to comply with the EU Whistleblower Protection Directive, the GDPR and others.

July 06, 2022

Learn more

Webinar

Ethics & Compliance

Hotline reporting under the EU Whistleblower Protection Directive: Unseen consequences, issues & practicalities

While there have been many articles and discussions around the EU Whistleblower Protection Directive, several significant issues have largely gone unnoticed. 

July 06, 2022

Learn more

Webinar

Ethics & Compliance

A hotline innovation masterclass: communications, awareness & confidentiality

Learn how to effectively train and raise awareness on your hotline and how to share information on the Directive so that your company remains compliant.

July 06, 2022

Learn more

Webinar

Ethics & Compliance

Evaluating hotline vendor compliance with the EU Whistleblower Protection Directive

Join us to learn how to choose a hotline vendor, and we also cover the onboarding and implementation process so that you can meet the Directive's deadline.

July 06, 2022

Learn more

Interactive Tool

Ethics & Compliance

Compliance KPIs worksheet interactive tool

Use this worksheet to understand what data you currently have, what you're lacking that may be important, and what certain data points may indicate.

July 05, 2022

Learn more

Webinar

Ethics & Compliance

Whistleblower retaliation under the EU Whistleblower Protection Directive: the reverse burden of proof

Learn how to implement anti-retaliation measures, and how to detect retaliation throughout the whistleblowing process using some new and novel techniques.

July 05, 2022

Learn more

eBook

Ethics & Compliance

14 key requirements to effective conflicts of interest management

Read this eBook to learn the key requirements that are fundamental to building a successful conflict of interest management program.

June 30, 2022

Learn more

Checklist

Ethics & Compliance

Annual compliance program checklist

Download our annual review compliance checklist to evaluate your E&C compliance program, identify key gaps, and prepare for the future.

June 30, 2022

Learn more

Checklist

Ethics & Compliance

Anti-retaliation checklist for compliance programs

Use these 19 questions to take a holistic look at how your program can improve training, investigations, policies, & more to prevent retaliation before it occurs.

June 17, 2022

Learn more

Checklist

Ethics & Compliance

EU Whistleblower Directive checklist

Assess your company's EU Whistleblower Directive compliance with this interactive checklist. 

June 16, 2022

Learn more

eBook

Ethics & Compliance

Ultimate guide to the EU Whistleblower Protection Directive

Download our free eBook on the EU Whistleblower Protection Directive learn its key requirements, who's protected, and answers to common questions. 

June 07, 2022

Learn more

eBook

Ethics & Compliance

The secret to effective policy management

Download this eBook and discover how a centralized policy management system helps drive compliance and ethics policy effectiveness. 

May 11, 2022

Learn more

eBook

Ethics & Compliance

How to build a speak-up culture

Download this step-by-step guide on building a speak-up culture and improve reporting rates. 

April 25, 2022

Learn more

eBook

Ethics & Compliance

Quick guide to the EU Whistleblower Directive

Use this guide to learn how the new EU Whistleblower Directive will be enforced, who is subject to it, and how to comply with it.

April 20, 2022

Learn more

Infographic

Ethics & Compliance

Infographic: The impact of an effective helpline on speak-up culture

Download this infographic and learn how an effective helpline is key to building a speak-up culture. 

April 08, 2022

Learn more

Interactive Tool

Ethics & Compliance

A simple conflict of interest disclosure form template

Download and customize this conflict of interest disclosure template to begin collecting voluntary disclosures at your organization.

April 05, 2022

Learn more

Webinar

Third-Party Due Diligence

7 best practices for conducting third-party due diligence for ethics & compliance

Watch this webinar and learn the seven best practices for third-party due diligence. 

January 03, 2022

Learn more

Webinar

Privacy & Data Governance

Data breach vs. ethics breach: How to prepare for both

In this webinar, we review case studies and tips from recent breaches and analyze which situations qualify as an "ethics breach."

July 07, 2021

Learn more