In whom or what do we trust?

We live in a world where, every day, we witness more lies, scandals, and deception than ever before.

We were promised £350m per week if we left the EU – where’s that gone? And remember the COVID parties at Downing Street whilst we all stuck to the rules? Before Trump, did you ever think you’d see the US President reposting an image of himself as Jesus? We’ve all seen those appalling news reports of the police murdering people on the streets of America and finding out in the UK that they misled us by blaming the fans for the Hillsborough disaster. Another politician is murdered amid the plea for decent leaders.

The corporates are no better: fraud – guilty, manslaughter – guilty, disaster – guilty, and greenwashing – guilty. Advertisers claim clean diesel, widespread AI-faked content making outlandish claims, and general puffery. Misinformation and disinformation – even the BBC “edits” the truth. The role models that have become monsters – a nurse convicted of killing babies, teachers molesting their pupils, and that US President again – accused of inciting riots. The rise of criminal cyber-attacks at a personal and state level – shutting down Jaguar Land Rover for 5 weeks – reportedly costing £1.9bn. Alongside all this, the geopolitical turbulence, instability, and unrest.

Who or what do we believe?

TV writers imagine technology but with dystopian consequences in “The Capture” – it’s deepfake in real time called “Correction”. How far from the truth is it? Or the mildly amusing “Deep Fake Neighbour Wars” with Idris Elba and Kim Kardashian at war over the communal garden in Catford! Like all good entertainment, we are expected to willingly suspend our disbelief. But I don’t know about you; I am finding it increasingly difficult to separate fiction and non-fiction, the facts from the lies – the utter disbelief of the news I consume every day.

Now imagine you’re looking for a job.

Why would you believe what an employer claims on their careers site when you’ve learnt that Post Office workers have been sent to prison because of a software error? My theory is that there is a huge surge of cynicism and that everything we claim about equality, equity, progression, support, impact, development, friendly culture, etc. is taken with a large dash of (heart attack-inducing) salt.

So, I say we should truly open our employer worlds and allow people to see the whole truth. Show them the great things and the not-so-great things so they can make a well-informed judgment. What’s more believable than when someone owns up and takes the warts-and-all approach? Wouldn’t that be refreshing? Imagine it: rather than “it’s a fast-paced environment”, you say “you’re going to work your socks off”.

Don’t you want your employer brand to attract the right people and let others filter themselves out?

Edelman (the PR agency famous for its Trust Barometer) has identified a world of polarisation caused by economic displacement, cost of living, discrimination, geopolitical unrest and tension, misinformation and the global pandemic. They conclude trust has visceral power, but the absence of trust can be corrosive.

I’m arguing here for radical transparency – to fully describe the deal you make with employees. Not hiding it behind positive spin. Enable your people to tell their real stories that set out the challenges as well as the opportunities. The highs and the lows that reveal the truth and rebuild trust.