By Isabelle Myeisha Cembrano, Aboitiz Scholar – UP Baguio
Trust goes a long way. You will be surprised as to how it can widen your horizons and lead you to enter new rooms— even one where the Reputation Council was held.
It was only the second day of my Aboitiz Equity Ventures (AEV) Internship under the Reputation Management Department when I found myself in a meeting where its seats were occupied by many esteemed officers from the Aboitiz Group Reputation Council.
The Reputation Council convened last July 2, led by AEV Chief Reputation and Sustainability Officer, Ginggay Hontiveros-Malvar, where she discussed The 2026 Edelman Trust Barometer.
The reports read on the world’s leading studies on institutional trust, reminding us that “reputation today is earned less through corporate messaging and more through everyday experiences”.
In that exact moment, it struck me how I was in the same room where the everyday realities of A-People unfolded and where solid trust was first established.
As The Edelman Trust Barometer report showed that while businesses remain highly trusted, they are now expected to bridge societal divides rather than just manage reputation.
It deviates from the traditional PR strategies companies have been accustomed to by highlighting instead how trust is increasingly built as people retreat into trusted, more local circles.
However, as global trends evolve, mere communication is not enough to build trust alone.
Building competence and connection
In Aboitiz, efficient trust and communication has always come from the communities it operates. This has a direct influence on the reputation of the business which is continuously shaped by the everyday experiences and interactions among its employees.
A prime example of this is AEV’s DIY website that was built only under Php100,000. The project was spearheaded by my mentor and AEV’s Digital Marketing Officer, Gail Quintos, and her one team member in a span of three months.
This feat reflects the strong dedication of her team to achieve a common goal, especially in such a limited amount of time. Albeit a small team, it promoted a more focused, tightly knit working experience for them that made the job easier, more cost-saving, and the quality imminently better.
As an intern myself, this revelation made me understand that surrounding yourself with the right people and having trust in oneself to handle a heavy responsibility, such as revamping a website, can move even the most impossible mountains.
It counts to have confidence in oneself when navigating new experiences, but it also counts just as much if one knows how to trust and learn from the leadership of the people around us.
Applying lessons on trust for career growth
This is where networking or “connecting with the connectors” comes to play. Franz de la Fuente, AIC Corporate Communications and Brand Manager, emphasized this by discussing how A-People should join professional organizations such as Public Relations Society of the Philippines (PRSP), International Association of Business Communicators (IABC), or International Public Relations Association (IPRA) Philippines.
For many rising communication professionals like myself, Franz encouraged us to connect with like-minded individuals in the Philippines who also belong in the same industry.
As we navigate through the corporate world, it is by getting involved in professional organizations that make for the perfect avenue to learn continuously, find mentors, and stay ahead of industry trends.
This is how networking becomes a two-way street: a journey of both learning from industry leaders and eventually giving back to the profession with our skills and knowledge.
In a techglomerate company such as Aboitiz, it has always been our mission to look for new ways for innovation to advance businesses and communities. In doing so, one must always upskill themselves and trust that our team members are the ones who can help us grow exponentially.
So take that first step. Attend that event, meet that person, and ask that question.
After all, it is our trust in ourselves and our willingness to learn from others that will lift us up to live a lasting and impactful career path.