Are you embarrassed by your company’s reputation?
I read a very interesting article in the WSJ today in their Life & Art section entitled “When Your Company Makes You Queasy” written by Sue Shellenbarger. It discusses the dilemma individual employees face when their employers conduct business unethically or their code of conduct is wrong. As more companies get embroiled in public scandals, innocent employees seek for ways to keep up morale.
We have seen it recently with sexual harassment accusations of Harvey Weinstein, with Wells Fargo for their fraudulent sales tactics, or the egregious data breach at Equifax. In past Inward blogs, I have discussed other corporate image blunders that affected company’s customer brand reputations such as Uber, BP and Volkswagen, but never delved into the impact on employee engagement and company morale. Brand reputation can be a double edge problem for consumers and employees.
These events, not only have an impact of the reputation of the company but on all the people who work there. It is hard separating your own sense of identity from your employer’s image. What does one do when their beliefs are morally in conflict with the actions and reputation of their company? How does it impact employee engagement, retention or employee loyalty? What are the ramifications on the company employee value proposition and recruitment? How will they explain themselves at the Thanksgiving table?
In the WSJ piece, Ms. Shellenbarger quotes Annie McKee, author of “How to Be Happy At Work” Employees often are vulnerable to anxiety or even guilt when a shadow is cast on their employer’s image. Some wonder, “Why am I here, if this company is doing this thing that I believe is wrong?”
The author of the piece offers that, “There are ways to keep your morale up while working for an employer under fire. It might require separating your own sense of identity from your employer’s image, or looking for new ways to find purpose or meaning on the job.” I agree.
What does an employee do in these types of circumstances? It doesn’t have to be accusations of outright fraud or sexual harassment. How should an employee feel and act when their firm is thought to be taking advantage of women, part-time employees or paying low hourly wages? I have personally experienced this judgement by my own friends and relatives, when they knew I was performing consulting services for companies who have these reputations.
If an employee really enjoys their work, here are some things that they can do to improve the situation, without finding a new job.
- Speak up. Let management know that you are not pleased with the corporate behavior/actions that are negatively influencing your work environment and the reputation of the company. Ask them for solutions that will rectify the reputation and address the problem. Seek tangible timelines for action.
- Focus on their responsibilities and tasks; create as much value for the company and the customers as possible without violating ethical standards and the mission/purpose of the company. Be true to your own moral standards, ethics and try to separate yourself from the reputational dilemma.
- Demand accountability by the board and or the senior leadership team. Demand retribution and dismissal of individuals who are responsible.
- Ask for and demand effective and frequent, transparent communications that address the matter. Ask for honesty and outlines for the remedies that are being taken. Asked for tangible narratives/statements that you can use with customers, friends and relatives that explain the situation and what the company is doing about it. Offer these explanations as remedies rather than as a defense for corporate wrongdoings.
- Encourage your colleagues to take a stand, to represent the company values and purpose with vocal social media presence to dispel the negative actions of a few. Become social reputation advocates. Let your voice be heard on Facebook, Instagram and LinkedIn. Share your disappointment and outrage and convey what you are doing to turn things around and improve the company’s reputation.
The Wall Street Journal article was both informative and interesting. Please take the time to read it. If you have a chance. http://on.wsj.com/2mrVFKt