At Europe’s top 100 companies, high levels of trust set the stage for AI

Europe has more exposure to AI disruption, according to the International Monetary Fund. Developed countries with knowledge workers will be more affected, but also better able to take advantage of technology to increase productivity and boost growth.

But European workers may not agree to the change.

In partnership with wealth, we conducted a study of over 26,000 European workers by Great Place To Work®. We found that only a third of employees (34%) in a typical European workplace say they are excited about using AI tools at work.

Slightly fewer (25%) said their organization is making significant investments in their ability to use artificial intelligence.

Courtesy of Great Place To Work®

Trust is a key factor in AI adoption

How can companies build trust to accelerate digital transformation and gain employee buy-in? Companies that have achieved wealth The list of the 100 Best Companies to Work for in Europe™ in 2024 provides invaluable insight.

“Despite the economic challenges they face, these companies have found ways to provide more support to their people, developing a foundation of trust that is crucial to business success for years to come,” says Michael C. Bush, global CEO at Great Place To Work.

The biggest difference: Fairness

When comparing the companies on the list to a typical European workplace, fairness measures quickly draw a stark contrast.

At companies on the 2023 Fortune 100 Best Companies to Work For® list, 78% of employees say promotions are fair, compared to just 37% of employees who said the same at a typical European workplace. More employees at winning companies also said they get a fair share of the company’s profits (70% vs. 36% at regular jobs) and that managers at their companies avoid playing favorites (81% vs. only 43% in typical companies).

Courtesy of Great Place To Work®

When more employees feel their workplace is fair, companies are more likely to quickly adopt AI tools and thrive. As workers worry about how AI will affect their jobs or limit their career growth opportunities, companies with a proven track record of fair promotion will have more employees willing to take a risk in adopting AI.

The connection is also clear in the data. In our market study of 26,000 European workers, when employees said promotions within their company were awarded fairly, they were 29% more likely to be excited about using AI tools.

Similarly, when employees said they received training and professional development opportunities, they were 30% more likely to be excited about using AI tools.

How the Top 100 Build Trust

Here’s how the companies that made the list are building strong bonds with employees, leading to greater organizational agility and resilience:

1. Check total compensation to make sure each employee is getting their fair share

Do employees with the same base salary have the same opportunities to earn bonuses? Great workplaces ensure that every employee can share in the company’s rewards.

When employees believe they are getting a fair share of the company’s profits, they have a greater personal stake in the productivity gains and improved performance promised by new AI technology.

Cisco, ranked the fifth multinational company on the list, regularly reviews its compensation system and moves quickly to fix loopholes. Its pay equity program seeks additional rewards for employees, including promotions, bonuses and stock awards.

Fair pay does not mean that every employee is paid the same. Great companies think comprehensively about the benefits of working for the organization and constantly reevaluate systems that aren’t working for employees and their goals.

2. Invest in talent mobility

Great Workplaces offer a culture of continuous learning and development that ensures all employees have opportunities to learn new AI skills and develop into new roles using AI technology.

When employees can sign up for challenging projects or join different teams, they have more opportunities to learn new skills and grow their careers. These experiences can also play an important role in fostering and promoting equity within the organization.

At DHL Express, the top-ranked multinational company, employees can participate in workshops that guide them to reflect on their past achievements and develop a career plan. Employees also have access to a 360-degree feedback tool that collects feedback from managers, peers, direct reports and customers to help individuals do their jobs better. Feedback is provided and explained by trained coaches, and employees can also work with their manager to align around a development plan and set goals.

It is important for companies to also think about who has a harder time accessing opportunities in the organization.

At 20th-ranked Cadence, a focused development program targets women in the organization with coaching, and a mentorship program helps match people with a mentor who can open doors and help them accelerate their careers.

3. Talk candidly with employees about the future of AI in the workplace

Employees want to know how artificial intelligence will affect them. Great workplaces make sure employees are trained and comfortable discussing how AI will be used in products and workflows.

At Salesforce, ranked 11th multinational company on the list, all employees were required to complete a certification program to learn how to talk about artificial intelligence and innovation happening in the company. Within two months of the program’s launch, 92% of all employees completed the training.

However, the conversation about AI should go both ways. Large companies should offer employees a variety of ways to share feedback with leaders.

Salesforce employees take a 15-minute survey about their experience twice a year. The company makes the survey results available to every employee as part of a commitment to transparency leading to an 80% participation rate. Employees can filter results by location, lead, survey question, and more—enabling deeper conversations about what Salesforce does well and where it can improve the employee experience.

Ted Kitterman is Content Marketing Manager at Great Place To Work®.