This can be seen as rather emphasising the importance of ones actions rather than word, although words are still excessively important due to the integrated communication of the leaders with the employees. Furthermore, when communicating, it is important to focus on the actions and discussion of how these actions can be brought about in an ethical way. A leader must be able to cultivate trust among employees and also ensure that they know that their contribution to the firm is valued. They must know that their actions and behaviours are directly linked to the image of the firm. This can only be done by a leader that understands that implementing appropriate strategies to motivate ethical behaviour is essential in the success of an organisation.
Implementing ethical strategies will only be effective if the firm has employees which are naturally drawn to a decision that is morally correct. Thus it is essential that the firm originally employs people of high moral standards. This can be ensured through strategic interviews and interrogative questions which highlight these values and standards of the individual at first meeting