The consequences of the COVID-19 pandemic on trust levels and the relationship between companies and their employees are some of the topics analyzed in Edelman’s special study, made available in Portugal by EDC.
In recent weeks, we have witnessed the consequences of low levels of trust in governments and the media. It has been obvious how large groups of people have ignored essential recommendations from health authorities, doubting the veracity of the information provided or relying on data that is nothing more than misinformation. At the same time, many companies have filled this void by taking responsible positions and providing information from credible sources, such as scientific organizations, public health authorities, and others, and recognizing that their employees require frequent updates and rapid changes in workplace safety and protection policies.
At this time of greater challenges, EDC would like to share Edelman’s exclusive report to provide a better perspective on the scenario we are living in. This report is the result of a study carried out in 10 countries between March 6 and 10—Brazil, Canada, France, Germany, Italy, Japan, South Africa, South Korea, the United Kingdom, and the United States of America.
Key findings of the study
Most credible source? Communication between employees
The findings of the 2020 Edelman Trust Barometer highlighted the weaknesses of governments and the media when it comes to public trust. In Edelman’s study, communication between employees is the most credible source of information about the coronavirus. 63% of people say they believe this information, compared to 58% for government websites and 51% for traditional media. A third of people say they would never believe data from traditional media if it were their only source of information.
Most credible professionals? Scientists and doctors
Scientists and doctors are the professionals who deserve the most trust, with ratings ranging from 68 to 83 percent. Government officials and journalists are at the bottom of the ranking, with less than 50 percent. The CEO of the respondents’ employer scores 54% on the trust index, and 85% say they want to “hear more information from scientists and less from politicians.” Nearly 60% of respondents fear that the crisis is being exaggerated for political reasons.
My company is better prepared than my country
In eight out of ten countries, “my company” deserves more trust than the respondent’s country. This data is confirmed by the high levels of trust in “my company” and its ability to respond effectively and responsibly to the impositions of the coronavirus (62%).
Governments and companies: the same team
Neither companies nor governments deserve trust as the sole forces fighting the virus. There is almost twice as much trust in a joint effort as in the ability of governments to fight this war alone (45% versus 20%).
High expectations for companies
78 percent of respondents expect companies to protect their employees and the community. 77% say they expect companies to adapt their operations by promoting teleworking and canceling non-essential events and business trips. Respondents expect companies (73%) to adapt their HR policies, guarantee paid leave, or prevent at-risk employees from working on company premises, among other measures.
Conclusions
“Given the current state of mistrust, companies will have to fill an ever-growing void—that of a shortage of credible information. It is urgent that we make quick decisions and allow our employees to feel part of a broader social movement that is fighting this crisis. CCOs should initiate regular briefings with employees and health authorities to provide reliable content that can be shared with families and the community. They are asked to promote teleworking initiatives to ensure that companies and employees contribute to knowledge and not to panic,” says Richard Edelman, CEO of Edelman.
Edelman and EDC support companies and organizations in better understanding the coronavirus pandemic and its implications, specifically with regard to managing communication with employees. This study aims to provide an overview of the situation and guidelines for creating strategies and policies so that companies can develop the most effective efforts and responses.
