How Companies Can Turn Employee Activism into PR Gold

Today's employees are like walking social media feeds, passionate about issues and ready to share their thoughts. This outspokenness can be a PR nightmare for companies stuck in the "keep your head down and work" mentality. But what if we flipped the script?

Think of it this way: your employees are a built-in army of brand ambassadors, hungry to champion causes they believe in. By cultivating a culture that embraces, rather than stifles, this activism, you can open a treasure trove of positive PR. Here's how:

Ditch the Monologue, Start a Conversation:

Gone are the days of CEO pronouncements read by monotone PR reps. Create environments where employees can safely voice their concerns – town halls with open Q&A, anonymous feedback channels, or even virtual suggestion boxes. Actively listen, not just hear. Remember, disgruntled employees with a platform are bad news.

Walk the Walk, Don't Just Talk the Talk:

Supporting social causes can't be just a performative tweet. Choose causes that genuinely align with your company's values. Remember Patagonia's epic fight to protect public lands? It resonated because it fits perfectly with their brand identity. Partner with relevant NGOs, donate resources, or better yet, get your hands dirty volunteering alongside employees. Actions speak louder than press releases.

Empower Your Employee Champions:

Don't be afraid to give your employees a megaphone (metaphorically speaking). Create internal communication channels and social media platforms where they can share their experiences advocating for causes they care about. This fosters a sense of community and turns employees into brand ambassadors. Want an example? Look at Ben & Jerry's. Their employees are known for their social activism, and guess what? It perfectly complements their socially conscious brand image.

Turn Wins into PR Wins:

Employee activism can lead to some incredible positive change. Did your employees spearhead a campaign that resulted in a more sustainable packaging approach? Shout it from the rooftops! Showcase their success stories on your website and social media platforms. This will showcase the power of a united workforce and motivate others to get involved.

Remember, Disagreements Happen

Even with the best intentions, disagreements are inevitable. Encourage respectful dialogue and focus on finding common ground. It's okay to have employees with diverse viewpoints.

Just like Netflix doesn't greenlight every show pitch, a company doesn't have to support every cause championed by its employees. Maintain neutrality on personal opinions outside of work, but within reason, be open to exploring issues relevant to your industry or values.

By embracing employee activism, you're not just doing good for society; you're building a company culture that attracts top talent, fosters loyalty, and ultimately creates a positive brand image. In the age of social media scrutiny, companies that empower their employees to be forces for good are the ones who will win.

So, ditch the panic button and start partnering with your employees. After all, together, you can achieve far more than you could ever do alone.