Navigating Your Company Manifesto in an Ever-Polarized World

Finding balance in today's hyper-informed world is a formidable challenge for organisations, both big and small. What causes does your brand champion? In the midst of numerous global events, such as the Black Lives Matter movement or the ongoing conflicts in Ukraine and Gaza, stakeholders—be they employees or prospective talents—are eager to know where your company stands.

This emerging trend has become the norm for businesses of all sizes. Regardless of whether you are hiring or conducting global meetings, questions about your company's values are bound to arise. Many companies invest time in crafting a manifesto, not merely to follow a trend but because it's now a requested aspect. A company without a manifesto is akin to a ship without a captain or a roadmap to the future. This shift is due to the growing awareness of the social impact that our indirect decisions have on the world.

Choices, from the type of car we drive to the milk we consume, have become indicative of our worldview. Working for a company with values conflicting with our own is unsettling for many. Feeling a sense of belonging starts with understanding the values your company upholds, and this is where professionals like me come in. We assist HR departments in articulating their worldview and integrating the brand's concerns into a compelling and transparent narrative.

The trends in 2024 align closely with previous years. Sustainable working practices and a culture supporting the development of future skills, as highlighted in Bernard Marr's Forbes articles, continue to be crucial. According to Hays, Diversity, Equity, and Inclusion (DE&I) take center stage this year, reflecting a shift in the business landscape. Initiatives that were once led by employees, such as diversity or sustainability groups, have now become integral to business operations, with brands hiring dedicated professionals.

Returning to the article's title, the challenge lies in being authentic without alienating people. It's not a race; making a public statement on a current affair is essential, but getting it right is paramount. Consider the impact of your statement on employee experience and reassess your motives for expressing an opinion publicly.

Create spaces for employees to express themselves and engage in debates without fear of judgment. When opinions are polarised, address the issue openly, allowing people the opportunity to be heard. Find an environment outside of the formal setting for these discussions and grant people the time to become informed.

Train your recruitment team to handle difficult conversations. Equip them with the tools to respond to complex questions that candidates may pose, making their work more efficient and aligned with your company's values.

Lastly, don't take it personally. Organisations, like towns or cities, house diverse opinions. If raising a concern to the C-Level yields no action, be prepared to move on and find a space where your values align.