How to Build Brand Trust Using Employee Advocacy

Building brand trust on social media is no longer an option; it is an absolute must. In an era where consumer scepticism runs rampant, establishing and maintaining trust can set your brand apart from the competition.
But what exactly is brand trust, and how can it be cultivated through social media? In this comprehensive guide, we delve deep into the essence of brand trust, its significance, and actionable strategies to build and maintain trust on social media platforms.

What is Brand Trust?
What Makes a Brand Trustworthy?
How to Build Brand Trust
Opportunities to Build Brand Trust:
Employee Advocacy: A Powerful Tool for Building Brand Trust
Employee Stories (Voices of People): Share Authentic Experiences
Personal Branding: Enhance Credibility
Transform Employees into In-House Influencers
Summing Up

What is Brand Trust?

Brand trust refers to the confidence that a brand enjoys among the customers, to deliver on its promises. It goes beyond mere satisfaction with products or services; it’s about establishing a genuine connection based on reliability, integrity, and transparency. Customers who have trust in a brand are more likely to stick with it for a lifetime, recommend it to others, and ignore occasional errors.

What Makes a Brand Trustworthy?

Building brand trust is a many-sided process that includes various factors and touchpoints. Here are the key elements that make brand trust:

Consistency: Consistency breeds familiarity and reliability. Brands that maintain consistency in their messaging, quality, and customer experience across all channels instil confidence in their audience.
For example, Apple’s unwavering commitment to sleek design and user-friendly technology has earned it a reputation for consistency and reliability.
Transparency: In an age of information overload, transparency is what people love to have. Brands that are open and honest about their values, practices and shortcomings – be they minor or major, build trust with their customers and prospects as well.
Take Patagonia, for instance, which transparently communicates its sustainability efforts and ethical sourcing practices, resonating with environmentally conscious consumers.
Authenticity: Authenticity is the bedrock of trust-building. Brands that stay true to their identity, values, and purpose resonate with consumers on a deeper level.
Dove’s “Real Beauty” campaign, which questions traditional notions of beauty while promoting diversity and body positivity, is a glowing example of authenticity in action.
Focus on the Customer: Building trust requires placing the client at the core of every action. Companies that put the needs of their customers first, pay attention to what customers have to say, and answer questions right away show that they care about their target market.
Due to its unwavering commitment to the ease and happiness of its customers, Amazon enjoys an unmatched level of trust and loyalty.
Social Proof: Human beings are inherently social creatures, and we often look to others for validation and guidance. Brands that leverage social proof through customer testimonials, reviews, and user-generated content build credibility and trust.
Airbnb, for example, showcases authentic guest reviews and ratings to reassure prospective travellers and foster trust in its platform.

Why is Brand Trust Necessary?

The importance of brand trust can’t be overstated, particularly in today’s hyperconnected and hypercompetitive business landscape. According to the Edelman Trust Barometer, 59% of consumers are more likely to become new customers of a brand, and 67% of them will stay loyal customers to the brand, given they trust the brand. This highlights the paramount importance of building and maintaining trust in today’s competitive marketplace.

Here is why brand trust is more important than ever:

Differentiation: In a sea of endless choices, brand trust sets you apart from the competition. When consumers trust your brand, they are likely to choose you over alternatives, even if they come at a lower price point.
Customer Loyalty: Trust breeds loyalty. Customers who trust your brand mostly become repeat buyers, brand advocates, and even brand ambassadors, driving sustained growth and profitability.
Crisis Resilience: Building trust acts as a buffer against crises and challenges. Brands with a strong foundation of trust can weather storms, navigate controversies, and emerge stronger on the other side.
Market Leadership: Trusted brands command authority and influence in their respective industries. They set the standard for excellence, innovation, and ethical conduct, shaping market trends and driving industry-wide change.

How to Build Brand Trust

Building brand trust on social media requires a strategic approach. Here are five detailed steps to get started with:

Be Transparent and Authentic

Transparency and authenticity are cornerstones of brand trust. Customers want to know that your brand stands for more than just profits.

Share ‘Behind-the-Scenes’ Content: Provide insights into your operations, culture, and values. This brings in the human element to your brand, resulting in a deeper connection.
Admit Mistakes: When errors occur, acknowledge them publicly and outline the steps you’re taking to rectify the situation.
Honest Marketing: Never bring in exaggerations and false claims when you promote the brand. Authenticity resonates more with audiences.

Engage with Your Audience

Active engagement is a clear indication from your brand to the outer world that you value your customers and are attentive to their needs.

Respond to Comments and Messages: Whether positive or negative, timely responses show that you care.
Host Live Q&A Sessions: These allow direct interaction with your audience, providing transparency and immediate engagement.
User-Generated Content: Encourage your followers to share the experiences of your products and feature them on your channels.

Provide Value Through Content

Content is a powerful tool for building trust when it provides real value to your audience.

Educational Posts: Share tips, ‘how-to’s, and informative articles relevant to your industry.
User Testimonials: Highlight customer reviews and success stories to provide social proof.
Case Studies: Detailed case studies demonstrate how your products or services solve real-world problems.

Demonstrate Social Responsibility

The present-day customers want brands to contribute positively to society and the environment. Showcasing your social responsibility can significantly enhance brand trust.

Support Causes: Align your brand in line with the social causes that strike a chord with your audience.
Sustainable Practices: Highlight your commitment to sustainability through eco-friendly practices and products.
Community Involvement: Share stories of your involvement in community projects or charitable activities.

Maintain Consistency

Consistency across all touchpoints is vital for trust. This means delivering the same high-quality experience every time.

Brand Voice and Messaging: Make sure that your brand’s voice and messaging remain consistent across all social media platforms.
Customer Experience: Provide a seamless and consistent customer experience, from initial contact through post-purchase support.
Content Calendar: Use a content calendar for regular and consistent posting.

Humanize Your Brand

Behind every brand are real people with stories, personalities, and emotions. Humanize your brand by sharing employee stories, customer testimonials, and relatable content that resonates with your audience on a personal level.

Opportunities to Build Brand Trust

In today’s digital age, the opportunities to build brand trust are virtually limitless. Leveraging the specific opportunities can further solidify brand trust. Here are some innovative approaches to foster trust on social media:

Interactive Content

Leverage interactive content formats such as polls, quizzes, and live Q&A sessions to engage your audience actively.
Interactive content fosters two-way communication, encourages participation, and strengthens connections with your brand.

Community Building

Create experiences and forums where like-minded individuals can connect, share experiences, and support each other.
Building a sense of belonging cultivates more belief and devotion among the community members and further deepens the bond they have with the brand.

Employee Advocacy

Encourage your employees to share positive experiences and insights about your brand on social media.
Employee Stories: Share stories and achievements of your employees.
Personal Branding: Support your employees in building their personal brands, which in turn enhances your brand’s credibility.

Cause Marketing

Align your brand with social causes and initiatives that resonate with your values and mission.
Engaging in cause marketing not only demonstrates your commitment to making a positive impact but also builds trust with socially conscious consumers.

Transparency Reports

Provide regular updates and transparency reports on your business practices, sustainability efforts, and social impact initiatives.
Transparency reports demonstrate accountability, build trust, and showcase your commitment to ethical business conduct.

Influencer Partnerships

Partner with influencers and thought leaders who align with your brand values and target audiences.
Influencer partnerships help to amplify your brand message, reach new audiences, and build trust through endorsements.

Employee Advocacy: A Powerful Tool for Building Brand Trust

Employee advocacy is a potent strategy for building the trust factor for your brand and a loyal customer base. Here’s how employee advocacy can build brand trust, along with specific examples to illustrate its impact.

Employee Stories (Voices of People behind the Brand): Share Authentic Experiences

An effective way to make use of employee advocacy is by sharing genuine employee stories. Highlighting the achievements and experiences of your team members can create a relatable and authentic image for your brand.
For example, consider sharing a story on your brand page, about an employee who developed an innovative solution to a common problem that persists in the industry. This not only highlights the in-house talent but also builds the trust factor. People are more likely to trust and engage with content that feels real and personal.

Personal Branding: Enhance Credibility

Supporting your employees in building their personal brands is another crucial aspect of employee advocacy. When employees establish themselves as experts in their field, it not only enhances their credibility but also reflects positively on your brand.
Consider encouraging your team members to share their domain knowledge and insights on LinkedIn. By positioning themselves as thought leaders, they indirectly elevate the prestige of your brand. This approach not only boosts their personal brand but also enhances the overall image of your organization.

Transform Employees into In-House Influencers

With Socxo, you can seamlessly transform your employees into in-house influencers. Socxo’s platform enables your team to share their expertise and experiences in a structured manner, ensuring consistent and impactful messaging. Here’s how Socxo can make a difference:

Diverse Content Mix

Socxo allows employees to create and share a mix of content from blog posts and videos to infographics and social media updates. This diversity keeps audiences engaged and reinforces the brand message through multiple touchpoints.

Example: Consider a marketing specialist who creates a video series on digital marketing strategies, while a sales representative could write articles about effective sales techniques, and a developer can provide insights on how to deliver innovative solutions.
This variety not only keeps the audience engaged but also reinforces the depth and breadth of knowledge within your organization.

Content Creation Tools

With Socxo, empower your employees to build their personal brand with curated content as well as tools that enable them to create content – making it easy for them to share their unique perspectives.
This not only enriches their personal brand but also contributes to the authenticity of your brand’s narrative.

Boosting Thought Leadership

By encouraging employees to share their domain expertise, Socxo helps position them as thought leaders. This not only builds their professional reputation but also enhances the credibility of your brand in the eyes of consumers and industry peers.

Example: A healthcare professional sharing the latest trends in medical technology and robotic surgical processes can enhance the credibility of the organization where he works, and his personal brand as well. As these thought leaders gain recognition, your brand benefits from increased trust and respect within the industry.

With Socxo, transform your employees into your ‘in-house influencers’, by encouraging them to share their expertise in their domain on social media. This not only boosts their personal brand but also adds to the overall image of the organization of which they are a part – With a diverse content mix and features to create one’s content, Socxo’s employee advocacy approach effectively transforms employees into thought leaders, while also bolstering the brand trust.

Summing Up

In the ever-evolving landscape of social media, brand trust drives meaningful connections, fosters loyalty, and fuels sustainable growth. By prioritizing authenticity, transparency, and customer-centricity, brands can lay the foundation for enduring trust and emerge as beacons of integrity in a crowded digital marketplace.

Remember, building brand trust is not a one-time endeavour; it’s an ongoing commitment to honesty, reliability, and excellence in everything you do. Get ready to embrace the journey, roll up your sleeves, and witness trust becoming your key asset for social media success.