Employees Look To Employers To Take A Stance On Social Issues

According to the Edelman trust barometer, trust in government is at an all-time low, and people are turning to their employers for leadership on social and environmental issues. But what if the company is silent and the social responsibility falls to employees?

This week, hundreds of Wayfair employees staged a highly publicized walkout to protest the furniture company selling beds and other items to detention centers along the southern U.S. border. Employees also signed a petition of their demands and took to social media to make their voices heard, where they were backed by many prominent politicians. When Wayfair said it wouldn’t change its policies, employees took to the streets. Employees might not have a vote in how the organization is run, but they can definitely vote and make their voices heard with their behavior.

The Wayfair walkout is an example of the polarizing impact of social issues in the workplace and the rise of employee activism. A growing number of companies have seen similar employee protests. Last year, thousands of Google employees around the world walked out to protest how the company handled sexual harassment claims. In May, 150 employees walked out of Riot Games to protest the company’s alleged sexism and forced arbitration of the victims. These employee protests not only demonstrate how hot-button issues outside of work can impact a company’s culture, but also show the link between employee and customer experience. If organizations can’t earn the trust of their employees, they can’t earn the trust of their customers. For Wayfair, unhappy employees have led to unhappy customers, some of whom are voicing their concern and calling for a boycott of the brand.

Employees are huge advocates for an organization and play a crucial role in customer experience. When employees feel valued, empowered and heard, they tend to be more willing to contribute to a strong customer experience. However, when they are disengaged or silenced, it can impact every aspect of customer experience.

Research has foundthat employee experience values matter more than customer experience values. Empowered workforces are created when companies align corporate values with employee values. When the company reflects the values and voice of employees, it creates a strong and more efficient culture. In fact, 85% of employees who agree with their company’s values are productive at work, compared to 72% of total employees. It’s obvious in the case of Wayfair, which is missing the productivity of more than 500 protesting employees and countless others who are taking a quieter stand. The principle applies to less visible issues—if an employee doesn’t agree with what the company stands for or is distracted by its public stance, they’ll likely be less willing to put forth their best effort.

Brands that celebrate their values with their employees have a better customer experience and higher annual revenue growth. Employees want to have a voice and will get it through whatever means necessary.

Employees staging a visible walkout hurts both the employee and customer experiences. Both types of relationships are built on trust and mutual respect. When companies and employees can’t get on the same page, especially with hot-button social and political issues, it can cause major ripples through the customer experience and brand reputation. The example of Wayfair is playing out before our eyes and could show disastrous impacts of not listening to employees.

Blake Morgan is a customer experience futurist, keynote speaker and the author of two books including The Customer Of The Future. Sign up for her newsletter here to stay in touch.

Source: Forbes.com

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