5 ways Assurance creates authenticity internally

Authenticity in communications isn’t just a matter of being straightforward for its own sake; the financial benefits to the organization are immense.

A higher-trust culture produces better financial results by building better innovation and higher customer satisfaction, says Steven Handmaker, chief marketing officer at Assurance, one of the largest U.S. independent insurance brokers.

“Developing that high-trust culture isn’t an accident,” Handmaker says. “It takes work. The reason a lot of companies go about the work of the high-trust culture is [that] we know the financial results that come from it.”

Yet as trust in organizations falls worldwide, how so you create and sustain the authentic communications necessary to build trust?

In a new Ragan Training video, “The Importance of Authenticity in Internal Communications,” Handmaker offers tips for building authenticity that boosts the bottom line and can cause voluntary turnover to plummet to half that of one’s peer organizations.

1. Let comms do the communicating.

It was a strategic decision at Assurance to place all communications in the hands of the experts. That means human resources doesn’t communicate directly with employees.