Do you know who will be the hardest to crack when you are building a brand? Your employees

If you ever ask an employee for their honest opinion on their employer, it is more surprising to get positive feedback than a negative one. The vice versa is also always somewhat of a tepid, politically correct statement like “I’m straight with my people and believe there is always room for improvement”, which reflects a kind of psychological distance in between.

Most entrepreneurs spend a sizable amount of effort and time in world-building. As well-meaning and important that may be, it is impossible to do without a team of dedicated people. In a start-up ecosystem, employees are the very first customers of the idea who in exchange, offer their talent to realize it. Close quarters during work expose the belief system of the founder and personal integrity more than any other setup, which makes it even more important to establish trustworthy relationships at the workplace. It shouldn’t be a surprise when employees switch to a place where they are offered faith even if it means a slight compromise on their compensations. Simply put, they won’t stick around when promises don’t match their reality.

How trust plays out

Work culture inherently demands competition, which also begets the first strategic response to which is distrust. Within an organization, the people running the show should be able to exhibit decision making capabilities that exemplify a thought direction that is dependable. The belief in the vision of the mission begins with well designed, consistent, and fair policies. Personal trust that employees put in their immediate superiors further cements that expectation on both, the development of the company and their own career. When any of these confidences are violated, the organization structure comes in immediate danger of collapsing. Even the most beloved companies are not immune to the consequences when they fail the brand they have created. In 2018, Google employees protested and were begrudged at Google’s deviation from its cultural rule with a partnership with the Pentagon to develop AI. This goes to show, employees collectively make up the moral compass of a company.

Becoming employer brands

Employee perks, friendly policies, sensible leave structure, profit sharing, and other such rewards sound great but fall through the cracks in the leadership. Their inability to deliver a safe work environment, leaves employees waiting for the impossible.

· Constructive praise that promotes teamwork helps employees look at the bigger picture to actively trust each other and the vision.

· Instead of going dark due to external pressures, addressing the team in time of crisis. A simple conversation within the team gives employees a reason to trust the leader and even increases their loyalty towards the company.

· A formal forum and chance to voice opinions freely resolve conflicts much more easily than retribution and anger. A founder with this particular affliction is bound to lose their team even if the idea was groundbreakingly revolutionary.

· A truthful celebration of a distinct team culture through creative marketing creates an allure for the brand and induces a sense of aspiration.

· Start-ups promise freedom from bureaucracy yet fall prey to it by inhibited decision making. The team should be able to take ownership of the execution of tasks while the act of reporting is reduced to the act of informing. An extensively tedious review process can suffocate your people.

Stay tangible as a founder

When one opens the doors to honest communication and asks for employee feedback, a stronger bond is formed. Give what you want, it is really that simple. The more purposeful, open, and empathetic leaders are the higher targets are met at work. Transparency is key, logically explained actions are more believable. Trust isn’t measurable on a scale and is hard to pin down, but with emotional intelligence, this crucial ingredient of the start-up mix can make a break the next big thing.