Both Successful and Sensitive: How to Combat Reputational Challenges

Conference Producer Sian Rodney discussed Both Successful and Sensitive: How to Combat Reputational Challenges with Jo Scott, CMO, Lloyds at CONNECT CMO Leadership Summit last month.

‘Back in 2019, Bloomberg published an article about us that was pretty devastating’, explained Scott, CMO of Lloyds since 2020.? The report shone a light on rife sexist behaviours towards women, within the Lloyds market and left several senior staff members disgraced. Despite such a systemic problem, Scott goes on to explain how Leadership at Lloyds were determined ‘from the get-go’ to address the issue of sexual harassment and drive change to prevent a repeat crisis going forward.??

Creating a Safe Space?

In order to combat the toxic work culture over the past few years at Lloyds, ‘a safe space had to be created’, CMO Scott explains.? By opening the conversation further through postal campaigns as well as digital ones, safe spaces were materialised, which naturally helped both externally as well as internally.??

Much like the #MeToo Movement, those with their own experiences of sexual harassment shared openly, as did allies and bystanders alike. The campaigns encouraged others to come forward and join the conversation; to take a stand.??

Authenticity?

‘Authentic leadership is crucial’, Scott explained.? It meant that Lloyds were able to navigate a collection of catastrophic incidents in a meaningful, helpful and productive way.? We clearly demonstrated that ‘taking a stand can’t be half hearted’- Lloyds did this by taking ownership of their errors and making contingency plans.? In line with authenticity and honesty, Scott shares that data and evidence led arguments are key at Lloyds’, for without them, there are simply no benchmarks for progress.? Mistakes have been shared publicly both internally and externally, in order to drive necessary change.?

There was something refreshing about the honesty employed here as a strategy; it was genuine and raw.? Lloyds demonstrated that the traditional PR playbook has finally been made redundant-it was never going to be beneficial for a business to bury one's head in the sand.? Social media has given every person a voice and these voices have power, according to Scott. ‘The voices of wronged women purport the Lloyds brand. This is brand purpose’.???

To hear more from Jo in person, register here for Quartz Networks’ Spring 2022 CMO Leadership Summit.?

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