Adopting the role of an educator is one of the most effective strategies for companies that want to gain trust, strengthen relationships, and attract opportunities. Knowledge, when transformed into content, not only connects businesses to their audiences but also drives sustainable growth.
According to the Edelman Trust Barometer, 61% of people trust brands that provide useful and educational information. This practice positions the company as a reference in its sector, while also strengthening ties with clients and employees, increasing retention and engagement.
ToJhonny Martins, vice-president ofSERAC, a hub of corporate solutions, a reference in the areas of accounting, legal, educational, and technology, every company should see itself as an educational company. "Educating is not just about teaching something new; it's about creating closeness, building trust, and transforming relationships. Companies should not be afraid to share what they know, as this opens doors to new opportunities," he states.
According to the executive, the impact of sharing knowledge goes beyond the clients, also reaching the internal teams. "Stored knowledge does not transform anyone. By teaching, you demonstrate leadership and prepare employees to grow alongside the company. This creates a cycle of learning that benefits everyone involved," he explains.
For Jhonny, the secret is to align knowledge sharing with the organization's values and culture. "By educating, you deliver value and create real impact. This is how trust is built, which is the most powerful element for creating lasting bonds and growing sustainably," he concludes.
One way to turn a company into an educational reference, according to Jhonny Martins, is to create useful and relevant content. "It is important to produce educational materials, such as articles, videos, and e-books that are useful to the audience and demonstrate the business's expertise," she suggests.
Another alternative, according to the executive, is to invest in internal training programs, promoting regular training sessions and creating a culture of continuous learning. "Regarding clients, some suggestions are workshops, webinars, or tutorials that help better understand the services or products can be offered," advises Jhonny.
The vice-president of SERAC also believes in open communication channels, such as social media, to share tips and best practices related to the sector in which the company operates. "An effective action is to reward employees who contribute to the dissemination of knowledge, whether internally or through external channels," concludes Jhonny Martins.
