Adopting the role of educator is one of the most effective strategies for companies looking to build 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 tightening bonds with customers and employees, increasing retention and engagement.
According to Jhonny Martins, Vice President of SERAC, a hub of corporate solutions renowned in the areas of accounting, legal, educational, and technological, 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 it opens doors to new opportunities,” he states.
According to the executive, the impact of sharing knowledge goes beyond clients, also reaching internal teams. “Hoarding knowledge doesn’t change anyone. By teaching, you demonstrate leadership and prepare employees to grow alongside the company. This creates a cycle of learning that benefits all involved,” he explains.
For Jhonny, the secret lies in aligning knowledge sharing with the values and culture of the organization. “By educating, you deliver value and create real impact. This is how trust is built, which is the most powerful element for forging 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 for the public and demonstrate the business’s expertise,” he suggests.
Another alternative, according to the executive, is to invest in internal training programs, promoting regular training and creating a culture of continuous learning. “Regarding customers, some suggestions are workshops, webinars, or tutorials that help better understand the services or products that can be offered,” Jhonny advises.
The vice president of SERAC also believes in open communication channels, such as social media, to share tips and best practices related to the industry 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,” Jhonny Martins concludes.
