Trust – The currency of Employer Reputation

14 January 2026

The 2026 Edelman Trust Barometer reveals insights and challenges that organisations need to address to thrive and prosper in a world of increasing insularity. The report highlights the position of ‘My Employer’ as the most trusted institution (78%), meaning that organisations must embrace a new mandate and step up as the primary ‘trust brokers’ in breaking down barriers and bridging divides.

Insularity is not just a social trend, but a bottom-line business issue that directly affects productivity, performance, attraction and retention. Organisations must also look at how they protect its people from external volatility and technological shifts. Employee concerns are at an all-time high from thoughts of recession, trade conflicts and being left behind or replaced by AI. Trust has shifted from “we” to “me,” reshaping how employees prioritise local and personal influence over distant authority.

So how should organisations respond to this new mandate, build trust and strengthen their Employer Reputation? The report highlights the following:

  1. Promote a shared identity and culture that emphasises unity.
  2. Build cross-functional teams that require diverse values to work together effectively.
  3. Deliver mandatory training for engaging in constructive dialogue during times of conflict.

At the heart of this, is a defining leadership capability – the ability to navigate difference and unite people around a shared purpose.

So as ‘trust brokers’, how can organisations build trust to strengthen Employer Reputation?

  1. Invest in “local” credibility – Trust has shifted from global authorities to local circles – listen, act, and be human
  2. Leverage peer trust: Employees trust co-workers and CEOs more than anyone else, use this to strengthen connections and influence.
  3. Harness the “vouching” effect: 57–62% would trust a company if someone they trust vouches for it – empower your internal storytellers.
  4. Bridge the trust gap: An employer’s reputation now depends on how it treats its most vulnerable workers.
  5. The low-income trust boost: Low-income employees experience an 18-point lift in trust when organisations get trust right.
  6. AI equity: Responsible employers address the 54% of low-income workers worried about being left behind by AI.
  7. Promote shared identity: Bring together people with different values to cooperate and succeed.
  8. Build value-diverse teams: Create teams that require people with different values to cooperate to succeed.
  9. Mandatory training: Equip employees to engage in constructive dialogue during times of conflict.

If all the above helps organisations to build trust, curate a reservoir of goodwill and manage Employer Reputation, the question remains – how do you measure it?

For the past 2.5 years, Ceriph and Aston University Business School have partnered to explore what drives Employer Reputation. Our model and diagnostic are now ready to help your organisation. Get in touch to learn more.