Antoine Andrews is the Chief Diversity & Social Impact Officer at SurveyMonkey.
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We see it every day—people across the globe are more polarized than ever. We're increasingly divided on important social issues, from climate change and the economy to racial justice and gender equality. When sensitive or triggering social issues arise and gain momentum in the broader zeitgeist, it's imperative for businesses to consider the potential effects on their diverse group of employees and customers. This will help them determine how best to respond—or if it's wise to respond at all.
Considering that 66% of U.S. workers want to work somewhere that prioritizes social and environmental causes, having a workplace engagement plan surrounding social issues is more vital than ever. Here are 10 things to consider when handling hot-button social issues.
1. Be consistent.
We hear a lot of questions about the evolving DEI landscape. The environment around us plays an important role in our activities, but social circumstances—which are constantly in flux—shouldn’t drive DEI philosophy or day-to-day decision-making. Your core values should. As HR leaders, we must consistently refer back to a sound engagement strategy built upon mutually agreed-upon core values. This solid foundation will be your true north; otherwise, you’ll be a candle in the wind.
2. Rise above the noise.
We’ve all seen the headlines: "The Death of DEI!" "Why DEI Doesn’t Work!" "DEI Workers Slashed!"
These are just a few examples of a topic that raises hackles among DEI professionals and the many people invested in this important conversation. When it comes to public issues, there’s always a debate; it's human nature to express our opinions. But when leaders allow hot-button topics to drive DEI strategy, they set themselves up for unrelenting starts and stops that actually undermine their important work. Sometimes, it’s best to ignore the noise and remain focused on amplifying the voices in your own corner.
3. Build a dedicated team.
Successfully handling high-profile social issues takes teamwork and cross-functional collaboration. At SurveyMonkey, I lead a team of people focused on creating a more equitable, inclusive, sustainable and just world. A dedicated internal team like ours is committed to participating in decision-making around these topics. A first for this group should be establishing an organizational rubric to facilitate discussions about hot-button topics, as well as determine whether your company should take a stance and what that stance will be.
4. Identify champion spokespeople.
Within a dedicated social issues engagement team, identify key spokespeople and prepare them for both internal and external engagement. They should work closely with your organization's media relations/PR team to ensure that any key messages shared ring true to your company’s core values. Having these spokespeople on standby will help you handle social issues gracefully as they arise.
5. Take advantage of advance notice.
Have your team meet regularly to provide a forum for ongoing communication, even when there isn't a pressing topic to discuss. That way, if you see an imminent issue that's likely to spark debate, you can take advantage of that foresight to determine a potential response. Being proactive allows organizations to prepare for gaining cross-functional buy-in and insights. This same philosophy applies to evergreen social issues, or those continually relevant and evolving over time.
6. Use feedback.
A recent Survey Monkey study shows that while 85% of HR professionals say their company has employee feedback programs, a majority are concerned that employees aren't providing open, honest feedback about their experiences at work. The solution? One-on-one conversations can be an impactful way to create a brave, safe space for employees to share. Small-group forum discussions are another option. These provide a trusted platform to listen, ask questions and act. The more understood employees feel, the more trusting they'll become over time.
7. Acknowledge diverse perspectives.
If you make a decision to engage with employees on social issues, it’s important to remember that any official opinion may not be in line with some perspectives. Standing by your decision is essential, as is the rationale behind why you did or didn't. While many social issues may be similar, they're not the same, and you need to evaluate every scenario as its own. Then, you must explain why the company stands where it does and how those decisions were made. This opens up lines of communication, demonstrates empathy toward those who take a diverse stance and encourages continued dialogue.
8. No action is a valid action.
Active engagement is often necessary in response to many of the issues we face as DEI leaders, so it’s easy to get swept up in the idea that you need to respond to everything. But you don’t.
Being an advocate includes raising awareness, developing strategies and endorsing change. So, if your team mutually agrees, after thoughtful consideration, that it’s best to leave a topic alone, it’s okay to stay quiet. Making the deliberate decision to take no action can be the smartest decision you make.
9. Consider the source (pun intended).
U.S. consumers spend more than seven hours per day engaging with digital media. Therefore, it’s no surprise that this plays a large role in shaping social perceptions, influencing people and dividing consumers around social issues. As DEI leaders, we consider all media through the scope of our organizations' larger social issues rubric. Even if a reputable media outlet is generating buzz around an important topic, that doesn’t mean your own organization must engage.
10. You know yourself best.
Successfully addressing social issues means knowing who you are as a company and consistently operating from a place of purpose and truth. The social issues we tackle in DEI are constantly evolving and can be highly divisive. But when we are thoughtful and considerate, discussing these issues can help open minds, grow understanding and bring people together.
There isn’t a one-size-fits-all approach to addressing social issues surrounding the workplace. But by keeping these considerations in mind, you’ll be better equipped to respond purposefully and in line with your core company values.
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