AUTHENTICITY IN COMMUNICATION IS VITAL TO THE INTEGRITY AND REPUTATION OF YOUR ORGANISATION
What is authenticity? Many different things to many different people.
Some would say it’s linked to purpose, others to a defined set of values and/or behaviours, that it’s about being true to yourself and what you are, or that it’s simply about keeping it real, or at least appearing to do so.
What’s certain is that the perception of authenticity – by your stakeholders and your people – is a business imperative.
90% of consumers buy into authenticity and 83% of marketers say authenticity is important to their brands. Authenticity (particularly in leadership) leads to job satisfaction, organisational commitment and work happiness – all factors in a high employee engagement score.
If authenticity is so important, should it not be measured alongside other key metrics like sales, profitability, reputation, engagement and brand health?
What links all expressions of authenticity is how they are communicated. If your communication isn’t authentic, then how are your stakeholders going to know that you are? Start by assessing, evaluating and measuring communication authenticity – it’ll provide a clear indication of how you’re doing overall.