Building and Maintaining Trust in
Virtual Teams
Colin Hughes
Technological University Dublin, Ireland
Mark NK Saunders
Birmingham Business School, University of Birmingham, UK
This is a pre-publication copy of:
Hughes, C. and Saunders M.N.K. (2021) Building and maintaining trust in virtual teams. In D.
Wheatley, I. Hardill and S. Buglass (eds) Handbook of Research on Remote Work and Well-Being
in the Post-COVID-19 Era. Hershey, PA: IGI Global. pp. 264-285.
ABSTRACT
The Covid-19 pandemic led to widespread adoption of Virtual Teams (VTs), the prevalence of
which had already been increasing steadily. However, studies show that VTs often fail to meet
their potential, highlighting the centrality of trust to enable success. While trust is important at the
team member level and the focus of much of the extant research; it also underpins effective virtual
leadership. Following a review of the VT and trust literatures, research conducted within three
global technology companies across Europe, Middle East and Africa is used to provide insights
into trust development in virtual leader-member dyads. Along with highlighting the challenges of
building trust remotely, the research findings highlight leaders’ behaviours that can both
demonstrate their own trustworthiness to VT members and their trust of VT members. These
behaviours are integrated into a framework for enabling high trust VT leadership emphasising
member-centricity.
KEYWORDS
Trust, Virtual Teams, Leadership, Member-Centricity, Leader-Member Dyad, Trust Development,
Leader Behaviours, Trust Building, Trust Maintenance.
INTRODUCTION
The advent of Covid-19 forced organizations and employees to adopt remote working and, for
many, to work in virtual teams (VTs). This transition was facilitated by the experience of VTs
developed over several decades and a large volume of research on their effectiveness. Within this
research, scholars identified trust as an essential ingredient of VT success (Breuer et al., 2016;
Romeike et al., 2016), research being focused predominantly at the team member level (Breuer et
al., 2020; Cheng et al., 2016; Jarvenpaa & Leidner, 1999).
While trust between team members is important, VT leaders having an important role in creating,
reinforcing, and maintaining such trust. As such, there is also a need to build trust between leaders
and individual team members (Hacker et al., 2019). The importance of this has been highlighted
in the trust literature (Ferris et al., 2009; Jawahar et al., 2019; Knoll & Gill, 2011; Sue-Chan et al.,
2012). However, studies have generally treated leader-member trust as unidirectional, focusing on
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members’ trust in leaders, rather than treating trust as mutual or reciprocal (Jawahar et al., 2019;
Nienaber et al., 2015). This is problematic as research suggests that trust levels between dyad
members are not always mutual (Korsgaard et al., 2015) and the benefits of trust are only realized
when the leader and member trust each other (De Jong & Dirks, 2012). In particular, there is
limited research regarding how VT leaders effectively develop and maintain relationships with
individual members (Liao, 2017); and consequentially we know little of the antecedents to trust
development in virtual leader-member dyads. Such knowledge is important as trust may form
differently in a virtual environment (Coppola et al., 2004), and by utilizing theories developed for
the face-to-face context researchers risk ignoring variables that are particular to the virtual context
(Breuer et al., 2020). This chapter therefore considers how leaders demonstrate both their own
trustworthiness to members and their trust of members within virtual leader-member dyads,
presenting findings from empirical field research conducted by the first author within three global
technology companies.
The chapter commences with a consideration of the defining features of VTs and their growth
within organizations. It then discusses both the benefits and challenges associated with VTs. Given
its centrality to VT leadership effectiveness, trust is then defined, along with the factors which
influence trust development and the various levels of trust possible within a dyadic relationship.
Next the chapter focuses on the specific role of trust in VT leader-member dyads before
introducing the empirical research study which reveals those behaviours which signal a leader’s
own trustworthiness to VT members and their trust of these members. Drawing on this, a
framework for enabling high trust VT leadership is outlined and discussed highlighting the
practical implications for organizations in a post-Covid world.
BACKGROUND
Virtual Teams: Form, Growth and Functioning
VTs have many forms. They can be fully virtual, where members never meet (Kimble, 2011), or
semi-virtual/hybrid in nature, encompassing both virtual and co-located members (Webster &
Wong, 2008). VTs may be established on a temporary basis, to accomplish a specific task or
project, or on a more permanent basis, focussing on routine tasks (Alsharo et al., 2017). VT
members may be remote workers, working from home or away from the office either some or all
of the time, or they may work from offices in different locations. As such, members of virtual
teams can be separated geographically, temporally and culturally (DeRosa et al., 2004; Hertel et
al., 2005; Jarvenpaa & Leidner, 1999; Piccoli & Ives, 2003).
The one element common to most definitions is that VT members communicate primarily via
technology, rather than in person (Breuer et al., 2020). However, given the increased use of
technology by co-located teams, almost all teams can be considered at least partially virtual (Liao,
2017). Consequently, researchers have begun to consider all forms of team along a continuum of
virtuality rather than contrasting virtual with co-located teams (Martins et al., 2004; Schaubroeck
& Yu, 2017; Zigurs, 2003). VTs therefore encompass a wide variety of team types with labels such
as transnational teams (Shapiro et al., 2002), global virtual teams (Kayworth & Leidner, 2000),
computer-mediated teams (Wilson et al., 2006) and e-teams (Zaccaro & Bader, 2003). Given this,
VTs are defined in this chapter as: teams whose members might be culturally, temporarily and/or
geographically dispersed and who collaborate primarily via information and communication
technologies in order to accomplish specific goals.
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The growth of VTs prior to Covid-19 has been well documented. Initially adopted in the 1990s for
short-term projects, they quickly became more mainstream. In 2009, 78% of European executives
reported using VTs in their organization (Witchalls, 2009) and by 2014 90% of executives
worldwide confirmed the use of VTs in their organizations, prompting the claim that VTs were the
new normal and the team framework of the digital age (Dennis et al., 2014). Although it is difficult
to determine the exact prevalence of VTs across specific organizations and in different countries
prior to Covid-19, it is clear that usage rates were already high and that VTs were already
considered commonplace (Hacker et al., 2019; Maes & Weldy, 2018; RW3 Culture Wizard, 2018).
Such growth is unsurprising given the range of benefits cited in the literature. Use of VTs allows
organizations to recruit talented employees (Mysirlaki & Paraskeva, 2019) and to bring together
teams with greater levels of diversity and experience (Greenberg et al., 2007; Hunsaker &
Hunsaker, 2008 Kirkman et al., 2002) to work on problems and identify opportunities
(Schaubroeck & Yu, 2017). VTs can be rapidly formed and disbanded (DeRosa et al., 2004),
allowing organizations the flexibility to respond quickly to competition (Bell & Kozlowski, 2002).
They also enable organizations to maintain a global presence (Monalisa et al., 2008) and provide
enhanced levels of customer service and a closer connection to suppliers and customers (Hertel et
al., 2005). Furthermore, the use of VTs can help reduce office expenses (Kayworth & Leidner,
2000), travel time and related costs (DeRosa et al., 2004; Mysirlaki & Paraskeva, 2019). From an
employee perspective virtual working can reduce commuting time, allow for greater focus (EY,
2020) and better work-life balance (Ruiller et al., 2019); these benefits can in turn translate into
greater job satisfaction, lower absenteeism and higher employee retention (Pattnaik & Jena, in
press).
However, not all VTs live up to such expectations (Greenberg et al., 2007; Savolainen, 2014).
Many face challenges associated with differences in geography, time zones, organizational and
national cultures, language, work practices and technology (Dube & Robey, 2008; Ross, 2006).
As a team becomes more virtual, greater geographical and temporal dispersion increases
complexity, making effective functioning more difficult (Zigurs, 2003) with potential for isolation
and disconnection from peers and supervisors (Ruiller et al., 2019). Workload and commitment
issues associated with social loafing and absenteeism can be amplified (Hertel et al., 2005) and,
where members are part of multiple teams, this can lead to role overload, misunderstanding and
conflict (Jarvenpaa & Leidner, 1999; O’Hara et al., 1994). Technology-mediated interaction can
exacerbate communication issues (Schaubroeck & Yu, 2017) hindering group cohesion,
satisfaction (Warkentin et al., 1997) and knowledge sharing (Dube & Robey, 2008). Moreover,
members may feel obligated to be connected always, negatively impacting work-life balance and
damaging trust (Hacker et al., 2019).
While such issues have potential to reduce the advantages of VTs (Schaubroeck & Yu, 2017),
researchers have identified trust as a possible solution. Regarded as an essential ingredient of VT
success (Daim et al., 2012; Kanawattanachai & Yoo, 2002; Paul & McDaniel, 2004; Zaccaro &
Bader, 2003), trust has become one of the most studied aspects in the VT literature (Gilson et al.,
2015). It has been found to positively impact upon knowledge sharing and collaboration (Alsharo
et al., 2017; Paul & McDaniel, 2004), team dynamics, proactiveness, optimism, frequency of
communication and feedback, and task output (Jarvenpaa et al., 1998). A meta-analysis conducted
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by Breuer et al. (2016) found team trust to be positively related to team effectiveness, team
satisfaction, team cohesion and team commitment. In other words, trust is the glue bonding
physically isolated individuals together (Wilson et al. 2006), creating an emotional link which
connects team members (Lipnack & Stamps, 1997) and helps prevent physical distance from
creating a psychological distance (O’Hara et al., 1994).
Exploring Trust
Trust is a complex and multidimensional phenomenon (Lewis & Weigert, 1985), with multiple
meanings (McKnight & Chervany, 2001), having been studied within a range of disciplinary lenses
and filters such as psychology (e.g. Rotter, 1967), economics (e.g. Williamson, 1993), philosophy
(e.g. Hosmer, 1995), sociology (e.g. Luhmann, 1979) and political science (e.g. Barber, 1983).
Despite these differences, common characteristics can be identified. These comprise the
willingness of one person (the trustor) to be vulnerable to another whom they rely on (the trustee)
based on positive expectations of them, where a risk is present (Mayer et al., 1995; Rousseau et
al., 1998).
Such trust decisions are shaped by a range of latent and overt influences (Dietz et al., 2010), being
generated on the basis of good reasons and previous experiences, a trustor’s decision being
strongly influenced by their own propensity to trust along with their perception of the trustee’s
trustworthiness (Lewis & Weigert, 1985). Propensity to trust is therefore a characteristic of the
trustor, and trustworthiness a quality of the trustee (Dietz & den Hartog, 2006). Mayer et al. (1995)
summarise these trustee qualities in their integrative model of trust development in organizational
settings as the components: ability, benevolence and integrity. Ability refers to the skills,
competencies, and characteristics that have influence in the domain of interest (Knoll & Gill,
2011). For example, a potential trustee who has excellent communication skills is likely to be
trusted to deliver an important sales presentation, even if their analytical skills are more limited.
Benevolence refers to benign motives, kindness towards the trustee and a genuine concern for their
welfare, often suggesting some form of attachment (Dietz & den Hartog, 2006). In contrast,
integrity is a multifaceted factor which relates to a trustee’s adherence to a set of principles which
the trustor deems acceptable (Mayer et al., 1995) along with their behaviours and actions matching
their words, referred to as their behavioural integrity (Whitener et al., 1998). All three components
may be potentially significant as a trustor may decide not to trust if she or he considers any of the
qualities both important and lacking in the trustee (Dietz & den Hartog, 2006). Alternatively, the
trustor may overlook one component, if the trustee excels in another that is more important to the
trustor; trustworthiness being context specific (Nooteboom, 2002).
Research suggests that different components of trustworthiness may be more or less important in
different relationships. In their meta-analysis of trust studies Colquitt et al. (2007) found integrity
to be the most important basis of leader trustworthiness, while other studies suggest that an
employee’s perceptions of a leader’s trustworthiness may be based mainly on perceptions of
benevolence (Meyerson et al., 1996; Knoll & Gill, 2011). In the majority of contexts, trust develops
over time (Mayer et al., 1995; Lewicki & Bunker, 1996). Following Lewicki and Bunker’s (1996)
evolutionary model, a trusting relationship commences with the trustor weighing up costs and
benefits rationally, focusing upon the cognitive components of competence and integrity. Within
such calculus-based trust assessments, there is risk due to the information being incomplete and
the need to focus upon proxies (Kramer 1999) and information from others (Burt & Knez, 1996).
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By suspending this uncertainty and being willing to make themselves vulnerable, the trustor makes
an initial leap of faith to trust the trustee (Möllering, 2006). Lewicki and Bunker (1996) argue that,
as the trustor gains more insights about the trustee and their actions, a deeper level of knowledgebased trust may develop. Where this relationship develops further, trust is based on a shared social
orientation as well as knowledge, the affective component of benevolence gaining importance in
what Lewicki and Bunker (1996) term identification-based trust.
As a willingness to be vulnerable, trust is regarded as an attitude (Robinson, 1996) or psychological
state (Rousseau et al., 1998). Such trust is demonstrated usually through either reliance- or
disclosure-related behaviours (Gillespie, 2003) whereby the trustor takes a ‘leap of faith’
(Möllering, 2001) and accepts risk (Dietz et al., 2010) in the expectation of a positive outcome.
Such trusting behaviours can influence felt trustworthiness (Lester & Brower, 2003) on the part of
the trustee, impacting upon their behaviour and their trust in the trustor (Gillespie, 2003). Each
member of the dyad is both a trustor and a trustee, and each party’s trust will be influenced by the
other’s trust in them (Ferrin et al., 2003). Therefore, when considering trust in VT leader-member
relationships it is important to focus on both leader and member perspectives regarding trustworthy
and trusting behaviours.
Leadership, Trust and Virtual Teams
Research has highlighted the role of leadership style in influencing followers’ trust in their leaders
(Fulmer and Gelfand, 2012), certain leadership styles having been linked clearly to trust building.
Within this research has included work on leader behaviours and theories outlining transactional, transformational- and authentic-leadership.
Transactional leadership takes place through a series of exchanges between leaders and followers.
Leaders provide structure, establish rules and norms and specify the rewards or recognition the
follower will receive for a specific level of performance – this being referred to as Contingent
Reward. Using management by exception, either active or passive, leaders focus on mistakes,
intervening when standards have not been met (Bass et al, 2003). Research suggests such leaders
can be seen as trustworthy due to their perceived fairness, dependability and integrity (Dirks &
Ferrin, 2002; MacKenzie et al., 2001).
While transactional leaders focus on employee rewards, transformational leaders seek to shift
followers’ attention from self-interest to a collective higher purpose, mission or vision (Kindarto
et al., 2020). Such leaders set out a clear and compelling vision and arouse a strong individual and
team spirit (inspirational motivation). Putting followers’ needs before their own they maintain
consistency in relation to ethics and values (idealised influence). They encourage followers to
question traditional ways of doing things, encouraging innovation and creativity (intellectual
stimulation) whilst treating followers individually but equitably, showing concern and supporting
their development through coaching or mentoring (individualised consideration) (Bass & Avolio,
1995; Bass et al., 2003). Such transformational leaders espouse trustworthy characteristics such as
honesty, integrity and truthfulness (Bauman, 2013; Kouzes & Posner, 1987). They have been
found to focus on ensuring care and concern are present and developing strong relationships with
employees. A key feature of transformational leaders is their high moral and ethical standards
(Bass & Avolio, 1995) and their focus on developing strong relationships with employees, gaining
their trust, respect and admiration. Research suggests that a transformational style is more closely
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related to trust than a transactional leadership style (Dirks & Ferrin; 2002; Gillespie & Mann, 2004;
Holtz & Harold, 2008).
Authentic leaders are “those who are deeply aware of how they think and behave and are perceived
by others as being aware of their own and others’ values/moral perspectives, knowledge, and
strengths; aware of the context in which they operate and who are confident, hopeful, optimistic,
resilient, and of high moral character” (Avolio, Luthans and Walumbwa, 2004, p.4). Such
leadership involves demonstrating authentic behaviour despite external pressures (Gardner et al.,
2005), it having attracted increased attention due to growing interest in leader morality and
declining trust levels (Lyubovnikova et al., 2017). Wong and Cummings (2009) argue that
authentic leadership is essential for building trust because of its focus on honesty, integrity and
high ethical standards, while Avolio and Gardner (2005) posit that all transformational leaders are
in fact authentic.
A second strand of leadership theory focuses on leader-follower relationships, Leader-MemberExchange (LMX) being one of the best-known theories. Proposed as an alternative to traditional
theories focusing on leadership characteristics, situational features, or an interplay between the
two (Gerstner and Day, 1995), LMX focuses on dyadic leader-follower relationships. Some
authors make a link between LMX and both transactional and transformational leadership, arguing
that low-quality LMX relationships are similar to transactional leadership, while high quality LMX
relationships are analogous to transformational leadership (Graen and Uhl-Bien, 1995). There is
general agreement amongst researchers that LMX is intertwined with mutual trust (Bauer and
Green, 1996; Sue-Chan et al., 2012).
While studies of trust in traditional co-located environments have identified links between various
leadership styles and trust, such traditional leadership styles and skills may not be suitable for
virtual leadership (Pauleen, 2003). Research argues that VT leaders may need to place a greater
emphasis on people and their interactions (Savolainen, 2014) and specifically on developing high
trust relationships (Pauleen, 2003; Hacker et al., 2019), trust acting as a mediator between
leadership style and VT performance (Sedrine et al. in press). However, despite research linking
trust to the effectiveness of leader-member relationships (Dirks & Ferrin, 2002; Ferris et al., 2009;
Hope-Hailey et al., 2012; Jawahar et al., 2019) VT trust scholars remain focused largely on trust
at the team member level; with comparatively little focus on trust between individual VT leaders
and members and limited guidance for VT leaders seeking to build high trust relationships with
followers.
EXPLORING VT LEADER-MEMBER TRUST
To better understand VT leader-member trust development, research was conducted by the first
author within three global technology companies. These organizations were chosen due to the
growth of virtual teams in the technology sector (Daim et al., 2012), such multinational
organizations being almost twice as likely to use virtual teams compared to organizations with
domestic operations (SHRM, 2012). The study, conducted between 2017-2020, involved leaders
and members in 20 dyads, based in various locations across Europe, Middle East and Africa
(EMEA). Seeking perspectives of both leaders and members, the research addressed the question
as to how leaders demonstrate both their own trustworthiness to members and their trust of
members? A mono-method qualitative methodology was employed, involving some 40 separate
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in-depth interviews of approximately one hour’s duration with leaders and members in VT dyads,
25 via videoconference and the rest in person. Thematic analysis (Braun & Clarke, 2006) of the
transcripts revealed the importance of leaders’ own trustworthiness (as trustees) and their trust (as
trustors) of team members. It is these behaviours that provide the focus for the next section, being
presented subsequently in the discussion as a framework for enabling high trust virtual leadership.
LEADERS’ TRUST DEMONSTRATING BEHAVIOURS
Within VTs, leaders were, with very few exceptions, viewed by their members as being highly
trustworthy, trust being knowledge- or identification-based. Within dyad trust was driven by two
categories of leader behaviours: (1) the leader’s demonstration of their own trustworthiness to
members through their behaviours; and (2) the leader’s demonstration of their trust of their team
members; members’ ‘felt trustworthiness’ in turn impacting positively on trust in the relationship.
Leader Behaviours Demonstrating their Trustworthiness to Members
Mayer et al.’s (1995) ABI bases of trustworthiness have been well supported in a range of studies
(Breuer, et al., 2020; Jarvenpaa et al., 1998; Robert et al., 2009). This study, like others, found that
benevolence and integrity were dominant influences on members’ perceptions of leader
trustworthiness. Members rarely mentioned the ability basis of trustworthiness, but their leaders
were, for the most part, very experienced having significant responsibility in very large
organizations. Members took for granted their leader’s ability due to their experience and seniority
within the organization. Reputation and third parties played a role in influencing these perceptions,
with members referring to LinkedIn profiles and seeking insights from third parties.
While leader benevolence was found to influence members’ perceptions of their trustworthiness,
unlike in previous quantitative studies (e.g. Colquitt et al., 2007; Knoll & Gill, 2011) specific
benevolent leader behaviours were identified. VT members wanted ‘member-centric’ leaders who
supported them both personally and professionally. They trusted leaders who cared for them as
people and were not solely focused on work tasks or targets, or on their own agenda. Members
argued that leaders’ care and concern for them and other team members was more important in
virtual environments and that such benevolence had to be genuine, this also being recognised by
VT leaders.
Supporting, Protecting and Being Fair
When asked about trusting their leader, members most frequently cited behaviours related to
supporting, protecting and adding value; highlighting how trust was based on knowledge of the
other. These comprised providing support in both personal and professional contexts, the latter of
which helped members achieve their goals and thus was seen as adding value. Highly trusted
leaders demonstrated general humanity towards others, with team members commenting on their
benevolent behaviours towards the wider team noting: “I trust him … he cares about people…”.
Leaders emphasised the importance of offering personal support, their need to be aware of
members’ personal contexts and to be empathetic. Members mentioned the impact of specific
incidences of personal support on their trust in the leader, for example: “…but also on a personal
level… I lost my parents a couple of years ago, they had cancer … sometimes you just need some
advice right… he gave me really good advice … I really trust him…”.
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Instances of protecting included leaders’ support of members’ work-life balance. Such balance
was particularly challenging where VT members had colleagues or customers in different countries
and/or time zones, necessitating frequent travel and longer working days. Leaders respected
members’ personal time such as evenings and weekends by encouraging members to take a more
balanced approach to their work commitments. This was appreciated considerably by members
who recognised their leader’s genuine concerns for their own and their families’ welfare:
…when we (are) travelling a lot he says ‘ye know guys I feel the same, I just want you to
think about yourself … so make sure you balance work and family’... that’s the difference,
some people expect regardless, even if they know that it’s really tough but … he always says
‘if it’s not possible just say so guys’… he definitely thinks about the welfare of everybody…
Within their professional context, members cited numerous instances in which leaders had
supported them, showing benevolence in addressing issues or overcoming barriers to their career
progress. They also mentioned how such support impacted positively on their trust of their leader,
one noting: “… I think the trust is, you know when you feel like your boss is going to back you up.”
As in previous research, workload was potentially problematic for those members belonging to
multiple virtual teams (O’Hara et al., 1994; Jarvenpaa & Leidner, 1999). In these instances,
members particularly valued the support of their leaders when seeking to manage their workload.
Leaders emphasised the need to be seen as fair in such situations, ensuring a balanced and
manageable workload for the member, demonstrating their support and protection for their
members.
Career Development and Coaching
The majority of leaders provided support through coaching and career development, such membercentric benevolent actions demonstrating their trustworthiness. Members spoke in general terms
about how leaders’ actions to develop them in their career engendered trust, one member typically
commenting: “…you trust your manager you know that he will guide you … will let you grow in
your career…this is what defines trust to me.” Both leaders and members frequently emphasized
the importance of coaching, leaders stressing that, as virtual leaders, they had to be coaches to
members who were not physically co-located. This was particularly important for members who
were new to virtual working. Coaching was viewed positively by team members, being seen as a
clear example of leader benevolence, both in enabling their current role and in terms of their career
progression. Typically, a team member noted: “…it (coaching) made me feel that … this person
not only wants a success for his team, but he wants a success for the person in front of him …so
that made me feel more relaxed and comfortable to trust his opinion.” Their leader commented:
“… the more we went with the coaching the more it (the relationship) improved… it’s really about
… showing … that you care about the people …”
A common focus of coaching conversations was member visibility. Leaders emphasised the need
for members to be visible and be seen to contribute beyond their role description, in order to
increase their chances of career progression but understood the challenges involved for virtual
workers. To this end, leaders provided opportunities for members within their own networks,
emphasising their members’ abilities to other senior colleagues; their behaviours demonstrating
their trust of members and impacting positively on reciprocal trust. Members and leaders cited
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instances whereby a leader actively helped a member to find a new role, despite not wanting to
lose a highly performing employee. Such actions were deemed by members to be strongly
member-centric demonstrating both integrity and benevolence, leaders placing their members’
needs before their own.
Discussion thus far has focused on member-centric benevolent behaviours that demonstrate leader
trustworthiness to members. However, a minority of leaders were viewed by members as focused
on the tasks at hand and their own career, with little regard for member development or career
advancement, demonstrating no real benevolence and often little integrity. The impact of such
behaviours was noted by one member: “It's not really a relationship I would say it's more based
on ‘so what is your target. When are you going to bring the numbers in … and can it not be
higher?’ nothing to do with eh personal …’What are your goals in life or what do you want to
achieve? Where do you see yourself next’, it has nothing to do with that.” In such situations,
assessments of leaders’ trustworthiness appeared to be more calculus-based.
Communicating Beyond the Agenda
VT leaders emphasized that a lack of face-to-face interaction could impede coaching and career
development discussions. Both leaders and members bemoaned the agenda focused nature of
virtual communication, and discussed the need to move “beyond the agenda” to support members,
one leader highlighting the challenge by contrasting face-to-face and virtual teams:
…I think what is missing…it’s on my leadership or maybe his own development plan…he
can feel a bit alone for that …(member) deserves to grow in ORG C but I’m not giving him
the time to do that…you know for example today I spend three hours with one of my guys in
Barcelona in a room working on that. I haven’t done that with him because you know it’s by
phone, so everything’s been quicker you know with just a call…you’re not sitting face-toface talking about life or talking about the development plan... It’s much more agenda
focused.
There was ample evidence of leaders and members in trusting relationships making the effort to
go ‘beyond the agenda’ when communicating virtually, resisting the urge to stick rigidly to
business and ensure a level of personal connection. This involved learning more about members,
their personal lives and their challenges, which in turn helped enable higher levels of support.
Leaders also spoke of their efforts to still physically meet members, several highlighting the
importance of face-to-face contact when coaching. Acknowledging the greater effort needed for
virtual compared to co-located team leadership, all leaders emphasised the importance of
demonstrating benevolence, their views being summarised by one: “…when you’re onsite, people
can trust you because they see you care because of your body language, because eh you are smiling
etcetera. That does not happen virtually. You need to be intentional in showing that you care.”
Ensuring Availability and Perceived Proximity
In demonstrating benevolence and integrity to members, leaders recognised the importance of
leveraging multiple forms of communication to help ensure their availability and perceived virtual
proximity to members. One explained:
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It’s not about physical presence, it’s about me managing you and you have all my support
so if an employee knows that his manager has his back whether he is in an office or the
virtual world that will be a huge benefit so it’s about the openness, it’s about the availability,
the trust … how you make sure that your employee sees you as if you are sitting next to them.
Support required by members varied, based on their experience levels and tenure in their current
role. Many emphasised the benefit of face-to-face meetings for strategic conversations and
brainstorming, the majority noting the need for timely access to the leader as required either “many
times of day, like 1 minute - five minutes” or for “very short 2-3 minute questions 2-3 times per
day”. The importance of such leader availability was mentioned by the majority of participants,
including quite senior members with leadership responsibilities who spoke about needing to know
their leader was available: “…what’s important is not that I spend an hour with him every
week…for me what’s important is when I send him a message or I call him that he calls me back
within a few hours…just a minute, I need your brain on this thing [clicks fingers].”
Being Open
The final leader behaviour demonstrating leader trustworthiness was being open to members.
Identified in a variety of previous studies as a form of integrity (Gabarro, 1978; Jarvenpaa et al.,
1998; Alsharo et al., 2017), this was highlighted by the majority of members in this study. Team
members’ open conversations with their leaders meant they felt the leader had all of their “cards
on the table”. Some stated they trusted leaders who were honest and did not lie to them; others
spoke about leaders being open about the members’ strengths and weaknesses; these being seen as
benevolent actions, helping members improve their performance and career prospects. Still others
referred to leaders being open in letting the member know what they were thinking and being
honest when discussing member ideas, whether they viewed them positively or negatively, one
noting that this was important for knowledge-based trust: “I relate trust a lot with two things.
Right. That is with openness and integrity right… There's an aspect of his character let’s say that
attracted me as well that he was direct. Meaning he says what is on his mind, whether that would
be positive or negative... In a small sense of we're not hiding stuff for each other.”
Leader openness from the outset of the relationship played a key role in ensuring alignment of
expectations and goals. Leaders stressed the importance of this in virtual settings and its role in
influencing their willingness to grant autonomy. In a number of dyads, open conversations helped
ensure the development of knowledge- or identification-based trust, members’ responses revealing
these conversations as the key reason for a high trust relationship with their leaders. One compared
this relationship with a manager where the alignment was not as strong: “I think that is probably
the big difference why there is a bigger or a big trust relationship between me and ([leader’s
name] and that’s probably because my goals are much more aligned to the goals of [leader’s
name] than to the goals of my manager.” However, while openness was clearly linked to
demonstrating their leader’s trustworthiness, the majority of members also mentioned ‘being open’
when asked about leader behaviours demonstrating their trust of members. It is these behaviours
that are considered next.
Leader Behaviours Demonstrating their Trust of Members
The vast majority of leaders highlighted the importance of their demonstrating trust of team
members, emphasising the positive impact of doing so. Both leaders and members commented that
Page 10 of 22
the act of trusting could lead the other to be more trustworthy and result in reciprocal trust, one
member noting: “It immediately made me think well I need to succeed for him. He’s trusting me
to do this…I need to make sure I’m successful for him because he’s putting his faith in me.” Three
forms of leader behaviour demonstrating their trust of members were identified: being open,
granting autonomy, and demonstrating value and respect.
Being Open
As well as demonstrating their own trustworthiness to members, being open also demonstrated
leaders’ trust of their VT members. Such openness was viewed as central to trust between leaders
and members, being considered a form of disclosure-related trust (Gillespie, 2003). Members and
leaders argued openness was more important in VTs due to the lack of face-to-face
communication. Being open helped to bridge the virtual divide, building trust to levels which were
sometimes considered higher than those with co-located leaders.
Most members cited their leader’s openness as being critical in the positive development of their
relationship. In particular, where leaders spoke openly about their objectives and their thoughts on
certain confidential topics, including the sharing of privileged or confidential information, this
helped to build trust: “He told us our team, our group, what he wouldn’t tell everyone else publicly
so again that built the trust.” In divulging such information, leaders were taking risks and making
themselves vulnerable, their actions offering a visible demonstration of trust. This was typified by
one leader’s explanation to a new team member outlining why he was unable to attend a meeting:
the member commenting: “I know a lot of managers who would never have told me that it was
actually because of [personal issue]… But like I said, [leader’s name] was very open …so those
are like little anecdotes that say okay I mean that confirmed let's say his openness and
transparency.”
Granting Autonomy
Leaders cited their willingness to grant members autonomy and refrain from micromanagement as
evidence of their trust in members, typically: “So even if I believe that’s not the best decision, I let
him go for it. That’s a way to demonstrate trust…so I’m not micromanaging him”. Members
clearly linked the granting of autonomy to trust, noting that they felt trusted when the leader didn’t
look to know all the detail of deals, when they were trusted to deliver to deadlines without being
asked for progress updates, and when they were allowed to manage tricky situations by themselves.
In the vast majority of dyads, some form of autonomy was granted from the very outset; the
positive impact on trust being commented upon by members. One team member who was also a
leader noted: “From day one he gave me full autonomy and trust and allowed me to really do what
I felt I had to do managing my team.”
Despite a strong dislike of micromanagement voiced by both members and leaders, it was
recognised as necessary where, for example, competency gaps were evident, or a member was
struggling in a certain area. In such instances, the lack of autonomy did not damage trust, providing
an explanation was offered and the member believed it was a temporary measure. Where
relationships began with micromanagement, being initially calculus based, and autonomy was
granted over time, members felt an increased level of trust from the leader as their leaders’ trust in
them became more knowledge-based.
Page 11 of 22
While autonomy was considered preferable to micromanagement, both members and leaders
highlighted the responsibility of members to respect that autonomy. This highlighted the dyadic
nature of trust; leaders bring willing to trust (take a risk) based on positive expectations but this
was contingent on knowledge gained from their members demonstrating their trustworthiness on
an ongoing basis.
Demonstrating Value and Respect
Alongside granting autonomy, leaders demonstrated their trust by respecting the advice and
expertise members provided. A member commented: “He won’t question me at all, he won’t ask
me to go into it or show him evidence of what’s happening as in why we’re accepting this…he
trusts what you’re telling him.” Previous research suggests that leaders can enhance trust levels
by involving members in decision making (Dirks & Ferrin, 2002; Gillespie & Mann, 2004) and
those leaders active in seeking such member input, noted its importance in a virtual context given
the lack of face-to-face visibility. One commented on the reciprocal nature of this: “The thing is if
I don’t have [member’s name] who tell(s) me that the policy I put in place or the direction I’m
pushing on is wrong, I cannot be in Cairo every week… So, I need [member’s name] to tell me I’m
wrong, I need [member’s name] to feel ok if I tell him that he needs to change something.”
Members commented positively about leaders who refrained from making decisions without firstly
listening and consulting with members. Such behaviour was viewed by members as a sign that the
leader trusted them, for example: “I think, yes he trusts me; he listens to me, that's important, he
takes into consideration my opinion. So, if I say: ‘look for this and that reason I think this and
that’ he will consider that... and most of the time he will not move forward because we are not in
agreement.”
Overcoming Difficulties to Trust Building in a Virtual Context
The findings presented above highlight some of the challenges of trust building in virtual
relationships. It was evident that VT leaders needed to make a more conscious effort to build trust
with team members. Leaders spoke about the difficulties in having coaching conversations and, in
virtual communications, moving beyond an agenda focus to build connections. Furthermore, trust
sometimes simply took longer to develop virtually due, in part, to the personalities involved and
the type of communication platforms adopted by the organizations. These impacted upon the
quality of support, perceptions of integrity (work ethic) and connection, and the building of trust.
For some dyads, face-to-face communication had a transformational impact on trust, immediately
benefitting relationships which had been slow to develop. Virtual working arrangements allowed
for greater use of virtual reporting lines and for some these caused friction raising concerns about
loyalty and trust. Team members’ work experience also influenced trust development, some less
experienced members simply needed more support and more regular communication; this not
always being possible given the leader’s other commitments. In some Occasionally, this led to
members feeling that the leader lacked benevolence, this being most pronounced in those hybrid
teams where a number of team members were co-located with the leader with others at other
locations:
“… if I can imagine he’s just sitting in the hub in Barcelona so everyone there can just run
to him anytime. But for me I’m always like waiting for the reply or trying to send over a
WhatsApp or call in his mobile and stuff like this to get replies…”
Page 12 of 22
Notwithstanding these challenges, most leaders were successful in building high trust relationships
with members. Discussion now turns to the leadership style most effective for building trust
virtually.
DISCUSSION
Leadership Style Suited to Building VT Trust
Highly trusted VT leaders interviewed revealed many of the characteristics of transformational
leaders. Drawing upon Bass et al.’s (2003) factors of transformational leadership, trusted leaders
demonstrated idealised influence by considering members’ needs above their own needs,
supporting them personally and professionally and generally adding value. Specific examples of
this include: leaders helping high performing members to find new roles despite the negative
impact on team performance; protecting members from others in the organization, fighting their
corner where required; encouraging members towards a greater work-life balance by allowing
members to cancel travel plans or to push out deadlines where required; and negatively influencing
their own work-life balance by travelling as often as possible to spend time with members in order
to provide maximum support.
Members noted how highly trusted VT leaders demonstrated inspirational motivation (Bass et al.,
2003) by outlining their vision for their team and setting clear expectations, often going to great
efforts to ensure that member communication was open and beyond the agenda. Having leveraged
openness to achieve alignment of expectations, virtual working was considered to be effective.
Through seeking feedback from VT members, consulting before making decisions or taking
actions, and encouraging members to question operational tactics or strategies or the way in which
they worked, leaders demonstrated value and respect. Leaders also granted members autonomy,
allowing them the space to make mistakes and to learn from experience. Invariably this required
members to engage in problem solving and identify potential improvements, intellectual
stimulation signifying further parallels with Bass et al.’s (2003) factors. Treating all followers
equally and as individuals (Bass et al., 2003) was particularly challenging where some members
were co-located with the leader and others were virtual. However, leaders were conscious of this
issue working to ensure perceived proximity and availability for support when members needed.
Furthermore, their efforts in coaching and developing members emphasised individual
consideration.
Towards a framework for enabling High Trust VT Leadership
The specific leader behaviours identified in the research as enabling trust are summarised in figure
1 as a high trust VT leadership framework. This framework answers the two questions posed at
the start of this chapter within the context of leader-member relationships in virtual teams.
Within the framework leaders’ behaviours demonstrating their trustworthiness (as trustees) include
supporting, protecting and adding value to virtual team members as trustors, developing individual
career and coaching, communicating beyond the agenda, ensuring their own availability and
perceived (albeit virtual) proximity and being open, especially in their communications. These
behaviours affect members’ perceptions of leader trustworthiness and, where positive, support the
development of members’ trust of their leader from calculus- to knowledge-based trust. Members’
trust in their leader is demonstrated through a variety of their own trusting behaviours, providing
Page 13 of 22
an opportunity for leaders to further influence perceptions of their own trustworthiness, their
behaviours potentially being influenced by felt trustworthiness and the need to reciprocate by
rewarding the trust placed in them by the member.
Leaders’ behaviours (as trustors) demonstrating their trust of members (as trustees) comprise being
open, granting their members autonomy and demonstrating the value and respect they hold for
them. Members’ behaviours subsequent to leaders’ trusting behaviours further influence leaders’
perceptions of members’ trustworthiness, their trust in members and the trusting behaviours
towards members; member trustworthy behaviours potentially being influenced by felt
trustworthiness and the need to reward their leader’s trust in them.
Figure 1. Framework for enabling high trust VT leadership
CONCLUSION
This chapter has presented the findings of empirical research into trust development in virtual
leader-member dyads. This focus is important as despite existing research recognising the
importance of trust in leader-member relationships, research on trust in VTs has been largely
focused at the team member level, offering limited guidance for VT leaders seeking to build trust
with members.
While the virtual context can present unique challenges to trust building, the findings of this study
offer some comfort to those challenged by virtual leadership, revealing that trust is not only
possible in virtual leader-member dyads but that it can in fact be stronger than in co-located
relationships. These insights come at an important time as Covid-19 led to exponential growth in
VT usage and high levels of virtual working are forecasted to continue post Covid-19 (EY, 2020).
Page 14 of 22
Given the centrality of trust to effective working relationships, and the likelihood that people
managers will increasingly have to practice remote people management, the issue of how to build
trust virtually should now be of primary concern for managers and organizations alike to leverage
the well-established benefits of dyadic trust.
The framework offered presents VT leaders with a series of behaviours to help build high trust
relationships with their members. It emphasises that virtual leaders could usefully consider
adopting a member-centric leadership style, providing support for members in a personal context
and supporting and protecting them to achieve their work goals. VT leaders might well also
consider focussing upon coaching and developing members to enable their career development. In
order to provide such high levels of support in a virtual context, leaders will need good
communication skills, to be available to members when needed and take time to move ‘beyond the
agenda’ when communicating. VT leaders could usefully seek to demonstrate openness, autonomy
and respect from the outset of relationships, these helping members feel trusted and supporting
trust reciprocation and a stronger relationship. In order to achieve high levels of trust with
members, VT leaders are likely to need to spend more time reflecting on the needs of members
and, where available, take advantage of opportunities for face-to-face coaching. Such behaviours,
which align closely to the tenets of transformational leadership, are likely to help build and
maintain high-trust, effective virtual working relationships.
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