In evaluating the variables that influence that attitudes and behaviors of external stakeholders, Edelman’s 2016 Trust Barometer focused intently on internal stakeholders—employees, specifically. Among the key findings is that employees of companies which are engaged in societal issues are markedly more committed to their company on many levels.
For example, 66 percent of employees who work at companies that are not engaged in societal issues say that they would recommend their company’s products and services to others. But if a company does engage in broader societal issues, that number rises to 87 percent—an arresting 21-point increase in the level of advocacy that will have a marked impact on that company’s bottom line.
The connection between purpose, employee loyalty and advocacy is clear—and will drive far broader engagement across the broader population. Equally valuable, if only for purpose-centered companies, is the competitive advantage of attracting a retaining industry-leading talent. Compounding these advantages is the fact that six in 10 respondents to the 2016 Trust Barometer say that they actively recommend companies they trust to their peers. And 75 percent, according to our Earned Brand study, say that those peer recommendations help them make purchase decisions about brands.
Edelman helps organizations connect, inspire and engage employees in a shared purpose that goes beyond profit.
For more information, please contact Tamara Snyder.