Is Marketing the Missing Link in Building Trust in Social Care?

Trust is critical in any successful relationship, but in social care, it takes on even greater significance. Supported people, their families, professionals and regulators place an extraordinary level of trust in organisations to provide not only excellent care but also transparency, integrity, and compassion. This trust is not built overnight. It requires intentional effort and a strategic approach.

Enter… your Marketing team.

While often associated with driving business development, marketing plays a crucial, albeit less visible or obvious, role in building trust across key stakeholder groups. When done well, it becomes a bridge connecting organisations to the people they support. And it’s this connection that generates understanding, reassurance, and confidence.

Transparency

The Foundation of Trust

Transparent communication is a non-negotiable in social care. Families want to know that their loved ones are in safe hands, receiving the care and support they need. Marketing professionals can support this by developing clear and consistent communication strategies that leave no room for ambiguity. Messaging that enables organisations to be clear and transparent, without causing chaos or posing risk.

Interestingly, in my research into the perceptions of marketing within social care organisations, only 41% of respondents stated that their organisation’s marketing team was involved in building brand reputation.

We seem to be missing an essential 59% here.

The tactics we use to communicate transparently are, overall, the responsibility of the marketing team – the communication channels, the content, the copywriting. Are we employing the right teams to deliver this work? Are the research results a simple misunderstanding of the role marketing teams play within social care organisations?

Some examples of how your marketing teams will be supporting with building trust through communication will range from creating detailed brochures, newsletters, or videos that explain the organisation's services, values, and approach to care; to updating websites and social media with real-time information covering everything from essential infection control measures to new and exciting activities happening within a care home. It’s these communications that will help towards reassuring families during their decision-making process and demonstrate an ongoing commitment to openness.

Transparency also extends to addressing challenges. A marketing team can help organisations communicate sensitive issues - such as a response to a critical inspection report or staff shortages - in a way that is honest yet constructive, showing families and regulators that the organisation is proactive in finding solutions.

Storytelling

Humanising the Sector

I love stories. Whatever the sector or the service, stories are one of the most powerful tools for building trust. They humanise an organisation, allowing stakeholders to see the people behind the services and the positive impact being made. It moves from a contract, an exchange, the delivery of a service… to real lives and the impact that these organisations have on those they support.

Marketing teams can showcase authentic stories of care through testimonials, videos, and case studies. For instance, sharing the journey of someone who has thrived under the organisation’s care can offer families tangible proof of the organisation’s expertise and compassion. Highlighting the dedication of staff members - whether through staff profiles or "day in the life" stories - can also demonstrate the values and commitment of the workforce.

This might sound straightforward. These stories are happening all around us every day. But it’s important to note that storytelling in social care requires sensitivity. The storyteller must ensure they have consent and present stories respectfully, focusing on empowerment rather than vulnerability. Pulling out of the everyday moments the real essence of what makes this story special. So, committing this role to a marketing professional is a must. And the right team will spend the time needed with colleagues, with people supported, to gather all the essential information to help humanise your organisation and celebrate the successes and joy that can be found across the sector.

Consistency

Demonstrating Professionalism

One of the most overlooked aspects of trust-building is consistency. Families, supported people, and professionals interact with social care organisations through multiple touchpoints - websites, social media, printed materials, phone calls, and face-to-face meetings. If messaging feels disjointed, or if there’s a disconnect between what’s promised online and what’s experienced in person, trust begins to crumble.

This isn’t just about using the same colours on your website and leaflets – most definitely not. It’s about ensuring that every piece of communication - whether digital or in print, verbal or written - reflects the same values, tone, and level of professionalism. A strong marketing function plays a crucial role in setting this foundation.  But consistency isn’t just their responsibility - it requires buy-in from the entire organisation.

Think about it. If a family sees a beautifully presented website that talks about warmth, compassion, and person-centred care, but then calls and speaks to someone who is rushed, uninformed, or unable to answer their questions, doubts creep in. If social media posts feel upbeat and engaging, but brochures feel sterile and corporate, which version of the organisation should they believe?

To avoid this, colleagues at all levels need to be equipped with the knowledge, confidence, and enthusiasm to embody the brand’s values in every interaction. This means:

• Training teams on the organisation’s core messages, so they feel confident speaking about services, values, and what makes them different.

• Creating accessible resources - from key messaging guides to FAQs - that make it easier for employees to maintain a consistent voice.

• Encouraging ownership, so marketing isn’t seen as a standalone function, but rather as a collective effort that everyone contributes to.

Marketing teams act as the gatekeepers of this consistency, but the best results happen when every colleague understands their role in reinforcing trust. Whether it's the wording of a social media post, the design of a care brochure, or the way staff answer the phone, consistency signals professionalism, reliability, and ultimately, trustworthiness.

Stronger Trust, Stronger Organisation

When trust is built, its impact reaches far beyond families and supported people. Colleagues feel more confident in their roles, knowing they work for an organisation with a strong, clear identity. Job satisfaction improves when employees feel proud of where they work and can confidently communicate the organisation’s values. Regulators and local authorities also take notice - consistently clear, transparent, and professional communication reinforces an organisation’s credibility and commitment to high standards.

In a sector that often faces public scrutiny, trust is an absolute essential. And marketing, often operating behind the scenes, plays a pivotal role in maintaining and strengthening that trust.

If your organisation is struggling with consistent messaging that people can believe in, I’d hazard a guess your marketing function is inappropriately resourced and unable to support this sufficiently. But this is a great example of wider objectives, beyond the perceived tactical functions of a marketing team, where such skills and insight can prove transformative. By prioritising transparent communication, authentic storytelling, and unwavering consistency, marketing teams don’t just promote an organisation - they reinforce its reputation, its credibility, and ultimately, its ability to deliver outstanding care.

Because trust isn’t just about words, it’s about action. And when organisations invest in the right marketing strategy, they’re investing in something much bigger: the confidence of the people who matter most.