A new UAE-focused trust study suggests companies may be overlooking a powerful asset: their own employees. The 2025 Edelman Trust Barometer UAE Brand Trust special report reports that 78% of UAE residents say they trust a brand’s employees to provide accurate information about the company.
While the findings point to the credibility of people inside organizations, the survey also underscores a communication gap in the way many businesses present themselves to the public. In a commentary shared alongside the survey, production executive Reim El Houni, CEO of Ti22 Films, said her work over the years has shown the importance of having leaders and subject matter experts be visible in a way that audiences perceive as credible.
El Houni leads Ti22 Films, an award-winning production company that has produced content for global brands, government entities and broadcasters, including Expo 2020, COP28 and the Dubai One daily show DXB Today. Through a programme she described as Mission Visible, she said she trains chief executives and their leadership teams to communicate in ways that are trusted by stakeholders.
What the Edelman data says about trust
According to the Edelman UAE 2025 Brand Trust special report, the 78% figure is based on a 2025 survey conducted for the UAE. The report specifically relates to trust in employees as accurate sources of brand information.
El Houni’s public-facing focus aligns with the same theme. Her programme, as described in the release, is designed to help executives and leadership teams become recognizable and credible voices for their organizations and industry, rather than relying primarily on corporate branding.
From corporate logos to people
The release frames the central question as whether companies are using the right messenger. Rather than presenting corporate communication as driven mainly by logos and brand identity, it argues that expertise and leadership visibility can be part of building credibility.
In addition to the survey statistic, El Houni highlighted several communication topics she said she can discuss, including why companies may be keeping experts out of camera view and what executive teams should consider when media engagement begins.
Availability for interviews and commentary
The pitch accompanying the Edelman survey states that El Houni is available for interview requests, expert commentary, or a bylined article related to employee credibility and leadership communication.
The company claims a focus on training leadership teams to improve how they are perceived as trusted sources. No additional survey results beyond the 78% figure were provided in the release.
