With social justice issues and an election looming, we’re living in a volatile world in which wearing a mask, playing sports and dining out have been weaponized. This is especially relevant for businesses because the line between public and private comments has blurred. A hateful online post by one employee can quickly escalate into a business crisis. Employees need to recognize that they are the face of the company and that what they say can impact the bottom line.
Here are tips to navigate this tumultuous time and avoid unnecessary issues with key stakeholders:
Employees as Brand Ambassadors – All the disclaimers in the world won’t save a brand from the jury of public opinion if its employees show up in a negative light. So, it is important to have a frank and honest discussion with employees about what is and isn’t acceptable behavior at work events, with customers, on Zoom calls and even through social media. Employees should be encouraged to be a positive influence in their communities, as opposed to someone who is spreading division.
A Policy Book – What is the company policy regarding sharing personal views on a public communications platform, such as Twitter? If you don’t have specific company policies in place, now is the time to define them. Clarity accomplishes two things: 1) it sets the expectations for employees, so that there are no surprises when someone crosses the line, and 2) it ensures a framework for staff to express themselves while also protecting the business.
Training Tolerance – Common sense is not always common, but it can be taught. We recommend training to instruct employees about the importance of their roles in a company, understanding and respecting other people’s points of view, and working with people who share different beliefs (in short, listening with civility and empathy.) Today’s virtual environment requires a positive work environment for every employee, regardless of political, religious or social beliefs.
True to Your Brand – Many employees and brands are jumping into political debates that don’t necessarily align with the brand’s mission and goals. Businesses can still be authentic and stand firm for values. There’s a big difference between promoting voting and suggesting who to vote for.
One of the lessons of living in this melting pot of a country is that we need to be tolerant of other people’s views. Now, more than ever, businesses need to be thoughtful and ask: Are we building up, or tearing down? The future of our country and our business rests on our ability to unite our communities, employees and customers.
Let us know if we can help.
Best,
Tracy
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