If business wants to regain the public’s trust, they’re going to have to be trustworthy, and employees are the key. Here are three basic steps to engage your employees, build social capital, and win stakeholder trust.
There’s been a lot of discussion about elevating corporate responsibility to become a strategic driver of your business. Most companies would like to benefit from their ethical efforts in the form of increased customer attraction and loyalty, yet few have figured out how to do it successfully. When marketing and PR are relied on, it can often backfire in accusations of greenwashing. The secret is to apply brand-strategy principles to build your ethical reputation.