navigating employee engagement in an era of hyper-transparency + social outrage
published 8.26.24
As we approach the next U.S. presidential election, businesses are grappling with an ever-growing wave of employee activism. Employees are no longer staying silent on issues that clash with their values, and they increasingly expect their employers to take a stand on these issues. This raises complex challenges and opportunities for companies. On Aug. 8, 2024, qb. Consulting and Meeting the Moment Advisory co-hosted "Engaging Employees in an Age of Hyper-Transparency and Social Outrage,” an invite-only discussion for senior leaders. Participants shared strategies for navigating turbulent times and staying true to organizational values.
Here are some key takeaways from the conversation:
The Intersection of Politics, Social Issues + the Workplace
With emotions running high and employees spending a significant amount of time at work, political and social issues are increasingly infiltrating workplace discussions. Avoiding these topics is no longer a viable strategy, and choosing to ignore them can be perceived as taking a position on the issues, leading to distrust and frustration among employees. Instead, companies should proactively engage in conversations with employees that align with their mission and values.
Key takeaway: Plan ahead. Start mapping out scenarios related to how employees might react to the election and other contentious issues and consider how various outcomes might impact the workforce. This planning ensures the company's actions are well-aligned with employee expectations and brand mission and values.
Balancing Transparency with Organizational Fairness
A central theme of our conversation was the importance of transparency in building trust and a sense of fairness within the organization. Employees want to understand the "why" behind company decisions, particularly on issues that affect them personally or emotionally. By communicating openly about how and why decisions are made, companies can mitigate assumptions and prevent misinformation from spreading.
Key takeaway: Creating safe spaces for discussion is essential. Traditional methods like town halls and surveys are often not enough. Instead, companies can establish ongoing, two-way dialogues that enable employees to express their concerns and feel heard. This is particularly crucial when addressing issues that are deeply tied to human rights or other significant social concerns.
Navigating Performative Actions
Be cautious of performative actions—statements or gestures that seem disconnected from the company's core values, operations or financial investments. These actions can and will backfire, eroding trust and damaging the company's reputation.
Becca covered two examples during the discussion: Basecamp decided back in 2021 that employees would no longer be able to have societal and political discussions on the Basecamp company account. The CEO later stated that Basecamp was NOT a social impact company. They lost some of their top talent because of it; Tractor Supply Company, who under pressure from a campaign organized by a conservative activist, ultimately decided to end their DEI and ESG initiatives, angering the National Black Farmers Association and some of their biggest customers.
Key takeaway: Quality over quantity. Be strategic and selective about the issues you choose to engage with publicly by focusing on those that directly impact operations or align with core values. While there may be pressure from both employees and external parties to address a wide range of social issues, having clear policies in place for corporate advocacy (for when you do and don’t speak up) ensures you’re avoiding rash responses and showing up in a way that aligns with your company. Lastly, companies don't have to (nor should they) be the experts on everything—offer support with resources over opinions.
The Importance of Leadership, Authenticity + Agility
In today’s hyper-transparent world, leaders play a pivotal role in navigating these complex dynamics. Companies have to navigate and address the tension between taking a strong stand and remaining flexible enough to pivot when necessary. Recognize that CEOs, CHROs, CPOs and other leaders aren’t social issue experts; it's crucial for leaders to balance staying true to their company’s values with the need to adapt to changing circumstances.
Key takeaway: Vulnerability and authenticity from leadership are critical to maintaining employee trust. This includes being transparent about the decision-making process, acknowledging when mistakes are made and pivoting gracefully and meaningfully (it’s ok to change your mind).
As the landscape of employee activism continues to evolve, companies will need to be proactive in addressing the risks and opportunities that come with it. By staying true to their values, fostering open communication and being authentic in their leadership, businesses can not only navigate the complexities of hyper-transparency and social outrage but also strengthen their relationship with their employees.
To continue learning about this topic, check out our list of recommended reading below:
Legendary retail CEO Hubert Joly’s Playbook for Navigating the Culture Wars
Jason Fried on Why He Doesn’t Do Planning or Politics at Work
Employee activism in the age of Israel-Palestine and the ‘year of elections’
How to Build a Mission-Driven Company Like Patagonia | Fast Company
Gain and Sustain: Employee activism pushes orgs into the green
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