THE POWER OF TRUST

BUSINESS PERSPECTIVESWELCOMEThe pace of business has never been quicker. Which is why we’ve designed our latest summary, so it can be read quickly and inspire you at home, in an airport or on the move. We’ve created Business Perspectives so you can keep on learning and keep your finger on the pulse of the latest trends, thought provoking issues and ideas that will disrupt the market. Through our live events, blog, webinars and summaries, we aim to arm you with the latest insights you need to lead the way in the fast-paced world of business and use your knowledge to improve your organisation.And of course we want you to join the conversation and have your say too. After all we’ve an inspiring network of alumni in over 100 countries and a postgraduate business community of over 90,000 professionals. So, there’s a lot of knowledge and expertise to share with one another.

PLEASE CLICK ON THE LINKS BELOW TO VIEW OUR BUSINESS PERSPECTIVES SUMMARY REPORTS:

INN

OV

ATIO

N

LEA

DE

RSH

IP

STRA

TEGY

CH

AN

GE

M

AN

AG

EM

EN

T

STRA

TEGIC

M

AR

KETIN

G

FINA

NC

IAL

MA

NA

GE

ME

NT

BUSINESS PERSPECTIVESTHE POWER OF TRUSTYou can never underestimate the power of trust. It dictates who you work with and who you work for and buy from. If you get it wrong the impact can be devastating. If you get it right, you’ll attract more customers and the very best talent. But who do we trust these days? Banks, media, food manufacturers and pharmaceutical companies have all given people very good reasons to be sceptical. And even those who we’ve trusted most of all, like the police, church and hospitals have all hit the headlines with scandals that have eroded our faith. According to the Edelman Trust Barometer 2014 ‘rank-and-file company employees’ have more credibility than executives. Employees have 12% less trust in their CEO than executives do. And when it comes to people trusting business - ‘a great deal’ that’s dropped from 17% to 10% over the last 12 months. So, what can you do about improving trust in your organisation? Well read on. Click on the links. And think about your people as brand ambassadors. Although as Jan Hills points out – trust could all be in our genes.

ED

ELM

AN

TRU

ST B

AR

OM

ETER

BR

AN

D

AM

BA

SSAD

OR

S

TRU

ST IN

BU

SINE

SS FALLIN

G

IS TRU

ST IN

OU

R G

EN

ES?

THE N

EU

RO

SCIE

NC

E

OF TR

UST

00SECTION HEADERSTORY HEADER

Hyperlinks – click on these to read related website articles. In this case click on the links below to view the different sections:

Page navigation - so you can zoom between stories 01 - 25

We hope you enjoy this insight into everything from social mediatransparency and sharing content to ethical packaging and brand newworking cultures.

Itemised storynumber

Business PerspectivesUser Guide

SOC

IAL M

ED

IA

CO

NTE

NT

PER

SON

ALISA

TION

RE

SPON

SIBILIT

Y

WO

RK

& C

ULTU

RE

01SOCIAL MEDIAJOINING INMany organisations have recognised that social networks offer a gateway to influence, and possibly greater trust. The trick though is to behave in the right way. This means listening to what’s being said, not just pushing messages onto people. PepsiCo’s Gatorade drink re-energised its brand by launching ‘Mission Control’ in 2010 to track and listen to what teen athletes were saying in the social media world. With its finger on the market pulse, Gatorade can now respond accordingly. Dell and Burberry are just two other companies that have adopted social media listening as a key strategy.

CLICK LINKS FOR FURTHER READING:

GA

TOR

AD

E’S

MISSIO

N C

ON

TRO

L

INSID

E MISSIO

N

CO

NTR

OL

DE

LL AN

D TH

E POW

ER

O

F LISTEN

ING

DE

LL’S SOC

IAL

CO

MM

AN

D C

EN

TRE

BU

RB

ER

RY

CO

NN

ECTIN

G

CLO

SELY

WITH

CU

STOM

ER

S

02SOCIAL MEDIAEMPLOYEE AMBASSADORSMany of us have substantial social networks of friends, work colleagues and business connections around the world. So it’s no surprise to see some employers trying to tap into this influential reach we have. Some offer support in writing LinkedIn profiles and elevator pitches. And there are rewards on offer too. Many companies are recognising the power ofinternal social media networks, with P&G and Cisco both using them to find the best connected, most influential and trusted peers to become ‘office influencers’ and help share news, change programmes and new products.

CLICK LINKS FOR FURTHER READING:

RE

WA

RD

AN

D S

OC

IAL

ME

DIA

SUPE

RC

HA

RG

ING

SO

CIA

L SH

AR

ING

SALE

SFO

RC

E, C

HA

TTE

R A

ND

E

XEC

UTI

VE

RET

RE

AT

RE

WA

RD

S

OFF

ICE

INFL

UE

NC

ER

S IN

HIG

H D

EM

AN

D

03SOCIAL MEDIASOCIAL MEDIA GARDENThe Social Media Garden project explored social media as an effective and trust-earning strategy. Obstacles included the failure of leadership to accept new ways of working. Unilever’s CEO, Paul Polman, supported this claim, saying ‘trust in our leaders is very low’ and ‘transparency at thevery top’ is essential. Lack of knowledge and understanding, of a clear return on investment (ROI) business case, and simple fear of the unknown, were also cited as barriers. Of course, some companies have fully embraced the power of social. Samsung listened to the social media chatter about Apple’s iPhones to help create their own successful smartphone.

CLICK LINKS FOR FURTHER READING:

PAU

L PO

LMA

N O

N

RE

-BU

ILD

ING

TR

UST

HO

W S

AM

SUN

G

HA

CK

ED

TH

E IP

HO

NE

RE

SULT

S FR

OM

TH

E

SOC

IAL

ME

DIA

GA

RD

EN

04SOCIAL MEDIASWITCHING ON TO IBMERSYou’d expect IBM to understand the power of social media. They have been tuning in to it for several years now, using social conversations to help drive both internal and external strategy. Within IBM, employees have been trusted to share in the corporate voice through IBM Voices, a fascinating insight into what the company is saying ‘right now’. It’s all about putting IBMers on the big stage - using the digital and social space for education, empowerment and trust. Thousands of employees now blog their own ideas, all contributing to the IBM reputation.

CLICK LINKS FOR FURTHER READING:

IBM

VO

ICE

S

BLO

GG

ING

AB

OU

T IB

M V

OIC

ES

HO

LME

S RE

POR

T - CR

EA

TING

A

SOC

IAL B

USIN

ESS A

T IBM

05SOCIAL MEDIASOLD ON TRUSTThe social web is home to millions of sales-people building relationships, sharing information and tapping into the latest trends. Oracle recognise the importance of social media by building a trust-based sales strategy, introducing training to help staff get the best out of platforms such as LinkedIn and Twitter. The online recruiter, Monster.com, identified benefitin encouraging staff use of social media - 100 staff could reach 13,000 potential candidates simply by posting on their own networks. And PwC now help prospective recruits build their e-profiles with a ‘Personal Brand Week’ experience.

CLICK LINKS FOR FURTHER READING:

OR

AC

LE S

OC

IAL

STR

ATE

GY

MO

NST

ER

AD

VIC

E O

N

SOC

IAL

REC

RU

ITIN

G

PWC

GET

PE

RSO

NA

L

OR

AC

LE G

ETS

SOC

IAL

06CONTENTLIQUID AND LINKEDIn a world where advertising messages are increasingly taken with a pinch of salt, brands are using content to build trust. After all, it adds genuine and authentic value to employees, customers and stakeholders. Which is why 95% of Fortune 500 CMOs cite branded content as an important marketing tactic to achieve branding objectives. Just look at the Liquid & Linked strategy from Coca-Cola that designs content to be leveraged in every corner of the brand ecosystem (Liquid) while always ensuring the messaging is tied to their business strategy (Linked).

CLICK LINKS FOR FURTHER READING:

BETTE

R TH

AN

AD

VE

RTISIN

G

LIQU

ID A

ND

LINK

ED

DO

ES A

NYO

NE TR

UST

YOU

R C

ON

TEN

T?

07CONTENTENGAGING WITH THE BOREDContent is a great way to build relationships. And as people have a low boredom threshold these days, Innocent have taken their strategy to the extreme with content designed for people wanting to ‘kill time’ and immerse themselves in all things Innocent - videos, charity work, blogs, galleries – you name it. And it’s all very informal. Innocent go to great lengths to make sure their brand maintains its interest. And they regularly update their content to become a destination point and add value to the brand relationship.

CLICK LINKS FOR FURTHER READING:

INN

OC

EN

T BO

RE

D

BE

ST PRA

CTIC

E – IN

NO

CE

NT D

RIN

KS

08CONTENTWHAT’S THE SCORE?Content marketing isn’t easy to measure in terms of engagement, sales, or effectiveness. After all, it’s a marathon not a sprint. But LinkedIn has launched ‘Content Marketing Score’, an insight tool to help brands become better publishers, so they can better connect with people. And all of your influencers and employees have a key role to play. Not only will their posts lift and influence your score, their enthusiasm and advocacy can help to build trust internally and externally by helping to create a culture of collaboration, learning and innovation.

CLICK LINKS FOR FURTHER READING:

LINK

ED

IN C

ON

TEN

T M

AR

KETIN

G SC

OR

E

EM

PLOY

EE

S AS IN

FLUE

NC

ER

S

LINK

ED

IN LA

UN

CH

ES

INSIG

HTS TO

OL

09CONTENTTHE SHARING ECONOMYWe may not trust corporations. But we do trust complete strangers. It’s why we’re letting them hop in our cars, sleep in our houses and look after our pets. Why? It’s all to do with the shared economy and websites like Lyft that enable anyone to turn their car into a taxi. The shared economyis big business and genuine competition. The potential is enormous. And the whole premise relies on trust. It’s going to be interesting to see where the journey takes us. Read the great article by Wired.

CLICK LINKS FOR FURTHER READING:

LYFT

AIR

NB

BB

C R

AD

IO B

RO

AD

CA

ST

SHA

RE

ECO

NO

MY

PIO

NE

ER

S

WIR

ED

AR

TIC

LE

10CONTENTTRIPADVISOROur next mobile phone. The car we buy. And where we go on holiday. These are all big decisions and major purchases. But instead of trusting a travel agent or phone store – many people turn to recommendations from complete strangers for the insight they need. In fact, 90% of consumers say that online reviews impact on their buying decisions. Websites such as TripAdvisor and Angie’s List are a big success. But ironically mistrust is their biggest danger. If people post dishonest views, they will start to lose their credibility.

CLICK LINKS FOR FURTHER READING:

ON

LIN

E

RE

VIE

WS

CR

OW

DSO

UR

CIN

G

KE

EPI

NG

C

RO

WD

SOU

RC

ING

H

ON

EST

11PERSONALISATIONRETAIL STORIESPersonalised communications are a key trend for building brand trust. Through technology, meaningful messages can be delivered at the right time through the right channels. And it’s proving a big hit in retail as 1% of a retailer’s online shoppers can generate 40% of total revenue. Macy’s used predictive analysis to create personalised email and web campaigns that boosted sales by 12%. While Farfetch provides a personal online shopping experience with tailored content and personalised FAQs to ‘give the best and most relevant experience throughout the entire shopping journey.’

CLICK LINKS FOR FURTHER READING:

FAR

FETCH

BU

ILDS TR

UST

PRE

DIC

TIVE A

NA

LYSIS

12PERSONALISATIONUP CLOSE AND PERSONALThe Clubcard is a success story that has helped to build brand loyalty with customers trusting Tesco with their shopping data to provide tailored offers. Dunnhumby is the company behind the Clubcard. And they are promising all new levels of personalisation through mobile and real-time data. So watch the story with interest as they allow customers to personalise their own loyalty programmes. It’s estimated that better customer intelligence can reap £billions for the UK economy. But customers need to trust you before they give you access to their data.

CLICK LINKS FOR FURTHER READING:

PER

SON

ALISA

TION

& TE

SCO

EA

RN

TRU

ST FOR

DA

TA

PER

SON

ALISE

D PLA

NS

13PERSONALISATIONKNOWING ME, KNOWING YOUBrands will go to great lengths to create better customer experiences and relationships. Through LinkedIn you can choose who you sit next to on your KLM flight. While the ‘Know Me’ service from BA aimed to provide a better service to customers through Google face recognition. But it created a debate that trust can go too far. It’s ironic that hard data can create very personable service levels. But asking for too much information puts customers off. They need a compelling reason to trust you with their data.

CLICK LINKS FOR FURTHER READING:

THE

‘KN

OW

ME

’ SA

GA

CU

STO

ME

R D

ATA

ME

ET A

ND

SE

AT

LESS

ON

S FR

OM

BA

14PERSONALISATIONSHARING MOBILE DATAMany people are reluctant to share data from their mobile – unless it adds value and they can trust you. For example, the location service on the Right Move app enables people to stand outside a property, press a button to get located and then view the property details. It benefits consumers and they understand the reason for their location being tracked. It’s the same with insurance companies who use telemetrics and analytics to personalise car insurance. But be warned some people aren’t happy sharing their data or receiving personalised messages.

CLICK LINKS FOR FURTHER READING:

RIG

HT

MO

VE

APP

INSU

RET

HE

BO

X V

IDEO

15PERSONALISATIONSPAM Vs TRUSTWill your message add value or annoy? It’s a fine balance and getting it right is the tricky bit. Beacons are popping up all over the place that ‘wake up’ apps when someone passes by them to push out notifications through Bluetooth. The potential is huge. But it could also be a big turn off (quite literally). Accenture report that retailers need to make the most of the store, remember loyalty and personalise to win trust. While Cisco reports that shoppers will share information but want personalised offers in return.

CLICK LINKS FOR FURTHER READING:

BE

AC

ON

TRU

ST

SEA

MLE

SS RETA

ILING

CISC

O R

EPO

RT

EV

OLV

ING

DA

TA

16RESPONSIBILITYBRAND’S BUILDING TRUSTIt’s great to see so many organisations passionate about corporate social responsibility (CSR) and doing the right thing. It creates trust. And some like GE are taking it even further. They’ve created Ecomagination, an initiative that encourages everyone to come up with good ideas to make a difference to the world. A tongue-in-cheek way to build trust and create a buzz is demonstrated by digital marketing agency John St. who released a viral video on ‘Catvertising’ to create a story, prompt a discussion and highlight their expertise.

CLICK LINKS FOR FURTHER READING:

ECO

MA

GIN

ATI

ON

ECO

MA

GIN

ATI

ON

CH

ALL

EN

GE

GE

& O

PEN

SO

UR

CE

IN

NO

VA

TIO

N

BU

ILD

ING

BR

AN

D T

RU

ST

CA

TVE

RTI

SIN

G

17RESPONSIBILITYSECOND LIFE PACKAGINGIs it the solution to gaining trust in a throwaway society? First there was the ‘circular economy’ where products are designed to make minimal impact on the environment during their lifecycle and beyond. Now there’s second life packaging where doing good for the environment is good for brand trust and sales. Packaging that can be repurposed appeals to the budget and environmentally conscious alike. There’s the light bulb company with packaging that can be turned into a lampshade. And biscuit boxes that can turn into a creative children’s toy.

CLICK LINKS FOR FURTHER READING:

THE C

IRC

ULA

R EC

ON

OM

Y

CO

OK

IE CR

EA

TUR

ES

BR

IGH

T THIN

KIN

G

SECO

ND

LIFE PAC

KA

GIN

G

18RESPONSIBILITYCLEAN SLATE COMPANIESA few years ago, big brands were all the rage. But now consumers are attracted to clean slate brands that don’t have any history, heritage or baggage. They can appear newer, faster, fresher and more open. As there’s a lack of trust in big business in developed countries, this advantage is seeing a boom for the new kids on the block. W Motors is taking the luxury car market by storm in the Middle East. While the social messaging app 2go is twice as popular as Facebook in South Africa.

CLICK LINKS FOR FURTHER READING:

TOP 10

BR

AN

D TR

EN

DS

CLE

AN

SLATE A

DV

AN

TAG

E

19RESPONSIBILITYBUILDING CUSTOMER TRUSTWhy is Amazon America’s most trusted company? Because people trust them to deliver. Trust is now at the forefront of many business strategies. Companies like More th>n are focusing less on sales and more on the customer experience and customer relationships. RBS have pinned their future on going from the least to the most trusted bank in the UK by2020. While Barclays could take 10 years to restore public trust. With collapses, mis-selling and big bonuses, turning trust around in financial services is going to be a major challenge.

CLICK LINKS FOR FURTHER READING:

MO

ST T

RU

STE

D U

S C

OM

PAN

IES

FIN

AN

CIA

L SE

RV

ICE

S B

UIL

DIN

G T

RU

ST

RB

S

MO

RE

TH>N

BA

RC

LAY

S

20RESPONSIBILITYGETTING TRUST WRONGWe trust organisations to make profits, be a good employer and look after their customers. But when that trust is broken, the effects can be devastating. Especially when it spreads like wildfire on social media. Apple faced a backlash for the way their supplier Foxconn treated its employees. Barbie got in trouble for her unethical packaging. While Ratners disappeared off the high street altogether after ridiculing its own products. Just look at the downfall of Lance Armstrong. From hero to zero. From winner to loser. You can’t trust a cheater.

CLICK LINKS FOR FURTHER READING:

ETH

ICA

L SU

PPLY

CH

AIN

LOSE

TR

UST

& Y

OU

’RE

LOST

BR

AN

D T

RU

ST L

ESS

ON

S

BA

RB

IE &

GR

EE

NPE

AC

E

21WORK & CULTURETRUST IN THE WORKPLACEWhen you’ve a shared future it’s important for everyone to trust each other. Honesty, transparency, communication and feedback have to be two-way. The important thing is to recognise the importance of trust in the workplace. It can improve productivity, engagement and innovation. You could even go as far as trusting your people to spend 20% of theirtime on innovation like Google do, or trust them to manage their own time off. There are many ways you can build trust – too many to list here. So, check out some great articles.

CLICK LINKS FOR FURTHER READING:

BU

ILD

ING

TR

UST

TRU

STIN

G E

MPL

OY

EE

S

HO

W T

O B

UIL

D T

RU

ST

CIP

D R

EPO

RT

TRU

ST IN

TH

E W

OR

KPL

AC

E

22WORK & CULTURETRUSTED AMBASSADORSYou need to trust your people to deliver a service your customers can trust. So, Starbucks is creating employee ambassadors through personalised training and community projects. They are inspiring trust internally to filter through externally. “We’ve up weighted our commitment in the training and development of our people because as brandambassadors our partners must truly embrace our values. We know that the longer we keep and develop our baristas, and the more they embrace our values the better our coffee and our service” - Brian Waring, VP of Marketing.

CLICK LINKS FOR FURTHER READING:

STAR

BU

CK

S BR

AN

D

AD

VO

CA

TES

YOU

R B

RA

ND

AM

BA

SSAD

OR

S

NIN

E WA

YS TO

WIN

TRU

ST

23WORK & CULTUREA HAPPY CULTURE“While there is no single right way to create a great workplace, the very best companies have managed to create a culture where employees TRUST the people they work for, have PRIDE in what they do, and ENJOY the people they work with” - Great Place to Work. This manifests itself inmany different ways. Microsoft builds trust through playing games. While at Zappos, they believe their culture is their brand, creating passionate employees and customers. Their employees even have the freedom to talk about Zappos any way they like.

CLICK LINKS FOR FURTHER READING:

MIC

RO

SOFT

BU

ILD

ING

E

MPL

OY

EE

TRU

ST

ZA

PPO

S C

ULT

UR

E

ZA

PPO

S B

Y F

OR

BE

S

GO

OG

LE B

EST

LA

RG

E

CO

MPA

NY

TRU

ST &

BIG

BU

SIN

ESS

24WORK & CULTUREHAPPY PEOPLEAre trust and happiness the secret of success? Southwest Airlines believe so. They’ve identified the personality traits they want. They want to attract happy people - “If you want to have fun, this is the place to work! We love our employees, we trust our employees, who in turn work very hard to give Positively Outrageous Service to our customers.” It’s aboutbuilding trust with their people and customers. But the flip-side of identifying personality traits is the use of algorithms in recruitment. Are we ready to trust it?

CLICK LINKS FOR FURTHER READING:

REC

RU

ITIN

G L

IKE

SO

UTH

WE

ST

KE

EPI

NG

EM

PLO

YE

ES

HA

PPY

ALG

OR

ITH

MS

TO R

ECR

UIT

CR

EA

TIN

G A

TR

UST

CU

LTU

RE

RIS

E O

F TH

E C

HIE

F E

XPE

RIE

NC

E O

FFIC

ER

(C

XO

)

25WORK & CULTUREFLEXIBLE TRUSTThe cloud, technology and remote access enable people to work anytime and from anywhere. Organisations benefit from longer hours and people answering emails on holiday. But it’s also created BYOD (Bring Your Own Device) and BYOS (Bring Your Own Social) cultures whereby the technology of your people can put your systems and files at risk. Then there’s the issue of home working. Technology enables it. Productivity can be increased. And flexible working can enable you to keep hold of your best talent. But some (famously Yahoo) still don’t trust it.

CLICK LINKS FOR FURTHER READING:

SOC

IAL M

ED

IA A

T WO

RK

BYO

D LU

ST AN

D TR

UST

HR

& TR

UST

RE

MO

TE WO

RK

ING

FLEX

IBLE W

OR

KIN

G

BUSINESS PERSPECTIVESTHE POWER OF TRUSTThank you for sharing in the big picture. We hope you enjoyed the journey and just some of the many innovations and trends happening right now. Don’t forget you can click on the links to explore much further.Our recent ‘The Power of Trust’ masterclass focused our thinking more on the workplace. Read on to discover some of the highlights from the event and to learn more about our webinar on 12 June and join in the discussion!

PLEASE CLICK THE LINK BELOW AND REGISTER:

DR STEVEN CHASE Director of People Thames Valley Police

The crime scene tape takes on a much bigger meaning when applied to trust. It represents legitimacy: people stand back out of consent rather than fear. Steven shared with us that ‘fundamentally, the Police rely on confidence in policing.’ Whilst he recognised the power of the digital revolution in shaping trusted relationships, he stressed the primary importance of human interaction. Steven argued that the ‘close up environment’ was essential, both in the community, and in the workplace, noting that the look in the Sergeant’s eyes influenced trust more than any conversation in the boardroom.

PROFESSOR ROSALIND SEARLE The Trust Hub Coventry University

High-trust organisations can work out much cheaper to run than their low-cost counterparts. With high trust comes more effective recruitment, better retention, increased customer referral and improved performance. Rosalind used John Lewis as a good example of an organisation that had banked enough trust to help it through its first ever large-scale redundancy programme. She also explained some of the key relationships that contribute to high trust - organisation, leadership, line managers, external relationships. Rosalind highlighted the hard work that’s required and the dramatic speed in which it can all go wrong, likening trust to something that ‘arrives on foot but leaves on horseback’.

BUSINESS PERSPECTIVESMASTERCLASS HIGHLIGHTSOn 22 May 2014 we were delighted to welcome industry experts, alumni and academics to the Double Tree Hilton at the Tower of London, to a masterclass entitled ‘The Power of Trust’. The focus was very much on the importance of trust in the workplace and we enjoyed perspectives from Thames Valley Police, Relate and Acas, as well as academic friends and colleagues. It was a day of shared insight into how levels of trust in organisations can make a real difference to staff performance, customer and user relationships, and ultimately, the bottom line.

THE TRUST ECOSYSTEMMuch of the day’s discussions revolved around four central pillars to what the CIPD often refers to as an ecosystem of trust in the workplace:

1. ABILITY2. INTEGRITY 3. PREDICTABILITY 4. BENEVOLENCE

ANNE SHARPChief ExecutiveAcas

Organisations spend too much time ‘telling’ rather than having a conversation. Anne cited the importance of ‘bottom-up listening’ in creating the right conditions for trustto flourish. With her finger on the pulse of employee relations, Anne was able to remind us of the importance of the smaller things - the car parking, the office layout - and of staying in tune with the front-line, understanding the mix of staff, their circumstances, needs and propensity to trust. We were also asked to consider the role of ethics, and the slippery-slope that we could all easily face - ‘Having a code of ethics and values on the wall is one thing; but leaders have to set example in their behaviour.’

RUTH SUTHERLAND Chief Executive Relate

Ruth started with the emotive reminder that ‘we are all wired for connectivity.’ Drawing on a recent CIPD report, commissioned by Spring Personnel, she shared that whilst one in five people fail probation periods, personality clashes were often a key factor. Explaining that breach of trust in the personal arena can be catastrophic, Ruth followed up by raising the importance of culture in being able to close the gap between where companies are and where they aspire to be.

DR DIANNAH LOWRYThe Open University Business School

Diannah picked up on a popular theme of the day - how trust can be supported by the four strong pillars in its ecosystem. Digging into this further, Diannah explained that whilst ability and predictability lend themselves to measurable outcomes, benevolence and integrity are not so tangible. The trick of course is to get the right mix. The central focus of Diannah’s session was to get the room thinking of the four pillars as a diagnostic toolkit to apply against any business - and in breakout groups that’s exactly what everybody did.

VOLKER PATENTThe Open University

Volker injected some humour into the serious matter of trust in recruitment and selection. Using Monty Python’s ‘Silly Job Interview’ and Pepsi Max’s own look at the interview process as extremes, Volker explained that whilst both an employer and an applicant sought trust, the relationship is usually asymmetrical. At the same time, both expose themselves to vulnerability, often seen as a prerequisite for trust to develop. We were reminded of the complexity of trust when Volker gave his interpretation of propensity: ‘applicants who are generally more distrusting place less emphasis on the perception of an employer’s trustworthiness.’

ANN FRANCKEChief Executive Chartered Management Institute

Joining the panel discussion in the afternoon, Ann encouraged the room to ‘be human’ in the workplace. Managers should take themselves and their ethics to work (so few do) and ‘avoid becoming an analytical junkie or robot.’ Jargon should be avoided if you’re trying to build trust. As Ann challenged, ‘If a ten year old can’t understand it, don’t use it.’ Everyone understood the final statement about not allowing mistrust to fester in the supply chain - ‘Mistrust equals horse-meat.’ We knew exactly what Ann meant.

PROFESSOR KIRSTIE BALLThe Open University Business School

After facilitating the day’s proceedings, with some very useful insights of her own, Kirstie offered her three big takeaways from the day:

1. TRUST IS AN INVISIBLE GLUE2. TRUST REQUIRES PEOPLE TO EMBRACE VULNERABILITY AND TAKE A LEAP3. REWARDS ARE PLENTIFUL IF A HIGH-TRUST STATUS CAN BE ACHIEVED.

SILLY JO

B

INTE

RV

IEW

PEPSI - IN

TER

VIE

W

PRO

CE

SS

THANK YOU TO ALL PRESENTERS, A VERY ENJOYABLE WEBINAR, LOTS OF THINKING TO DO!

IN MY OPINION, STRONG LEADERSHIP IS KEY, BUT HOW CAN WE DIFFERENTIATEBETWEEN GOOD MANAGEMENT AND GOOD LEADERSHIP?

I THOUGHT THE HOUR WOULD BE LONG, IT HAS FLOWN BY. BEEN REALLY FUN AND INTERESTING...

PERHAPS RISKS DON’T GET TO THE BOARD BECAUSE OF POOR CULTURE INCULCATINGFEAR OF IDENTIFYING THEM.

MANAGEMENT OF AGENCY THEORY TOPICS WITHIN ORGANISATIONS IS KEY TO RISKMANAGEMENT.

MANY THANKS, MORE OUBS WEBINARS PLEASE...

COMPLACENCY IS THE KEY TO NOT BEING PREPARED FOR UNEXPECTED EVENTS.

WHY WOULD ORGANISATIONS SHARE BEST PRACTICES IF IT UNDERMINEDCOMPETITIVE PERFORMANCE?

DISHONEST LEADERSHIP ENCOURAGES EVERYONE ELSE TO ACT IN THE SAME MANNER. WHAT IS THE POINT OF PLAYING BY THE RULES IF THOSE THAT MAKE THE RULES ARE SEEN NOT TO BE PLAYING THE SAME WAY?

Webinar12 June 2014

Over 100 participants from across the world tuned into our last webinar in March, sharing their views on the topic on ‘Responsible Finance Management’. Please join us at our next webinar to discuss the ‘The Power of Trust’. Registration is both free and simple.We will showcase video highlights from the masterclass and you’ll hear from our speakers why trust is key to long term competitive advantage, learn how to repair and build and understand how its dynamics work in your own organisation. PLEASE CLICK THE LINK BELOW AND REGISTER:

Guest blogger: KELLY DREWERY Director of Talent Glue and OUBS alumna

PEOPLE TELL US THAT TRUST IN THE WORKPLACE IS A GOOD THING…BUT LET’S BE FRANK,OFTEN IT ISN’T

Guest blogger: AHMED BAHWA Senior HR Manager Al Bakio International

BEST PRACTICES FOR CREATING THE CULTURE OF TRUST IN YOURORGANISATION

Guest blogger: JAN HILLS Partner, Head, Heart + Brain

THE NEUROSCIENCE OF TRUST AND HOW IT CAN IMPROVE YOURENGAGEMENT RESULTS

Guest blogger: RICHARD BYFORD Director of Stablebridge Ltd and OUBS Alumnus

4 WAYS TO BUILD TRUST: A BILLION WAYS TO LOSE IT

Guest blogger:KAREN DRURYConsultant, fe3 consulting

PARADISE LOST? TRUST AND BIG BUSINESS

FROM THE BLOGTHE POWER OF TRUST

THANK YOU FOR READING THIS SUMMARY AND A BIG THANK YOU TO EVERYBODY WHO HAS CONTRIBUTED.

PO

WE

RE

D B

Y

We’d like to thank Creative Commons and Google for sharing many of the images we’ve used and to acknowledge invaluable sources such as Forbes, the FT, the Guardian, YouTube and more. We’d also like to thank all of the companies, organisations and individuals we’ve referenced and quoted. All of the content we refer to is in the public domain and available online. In most cases, we haven’t generated the articles. We’ve explored a sea of information and simply highlighted the stories we think you should know about, signposting you to the original pages so you can discover more. We apologise if a link or two no longer works, but the sea of information on the web ebbs and flows all the time.