Corporate Culture

Why It Matters

The way companies behave during challenging times reveals their values and priorities. The decisions corporate leaders make affect not only the trajectory of their organizations’ recoveries but also the public’s perception of their brands and values—which in turn affects their long-term resilience.

A company’s purpose is its reason for existence and the foundation of its culture. During times of crisis, Impact Employers navigate challenges by centering their actions around a corporate purpose that is rooted in long-term objectives for growth and impact—and puts employee advancement at the forefront. Every decision matters and is watched closely. Workers and customers track executives’ actions and words to assess whether a company’s stated purpose is central to its identity or is just a marketing tagline.

Emerging Practices for
an Equitable Recovery

• Acknowledge people’s varying experiences of the crisis. Recognize that you cannot begin to understand each employee’s unique experience, especially in the case of those who have been disproportionately negatively affected, unless you create the space for them to share.
  • Establish task forces and employee resource groups, and host listening sessions across all levels of the organization, to inform your decisions and next steps.
  • Lift up employee voices and experiences through storytelling.
  • Host expert speakers who can educate employees and thoughtfully amplify the perspectives of employees who are traditionally underrepresented in the workplace.
• Support those who support others. Create and distribute a policy for company-supported peaceful protests, and provide paid time off for its usage.
• Recognize the importance of reflection. Establish June 19, the date that marked the end of slavery in the United States in 1865, as a holiday to serve as a means for employees of every race to remember, learn about, and celebrate the nation's enduring but unfulfilled aspiration of liberty and justice for all.
• Provide personalized diversity training. One size does not fit all; work with experts to create more tailored diversity training for all levels of the organization.
• Prioritize comfort and well-being. Be lenient on dress code and uniform policies, when possible. Recognize that employees working from home may not be able to be on camera at all times due to issues such as familial obligations or screen burnout.
• Empower people to discuss mental health. Provide tools and opportunities to discuss mental health and prevent burnout. Institute a monthly wellness survey, and sponsor virtual health visits and virtual workout classes.
• Make your brand mean something. Provide tools and opportunities to discuss mental health and prevent burnout. Institute a monthly wellness survey, and sponsor virtual health visits and virtual workout classes.

Employee Perspective

Employer Spotlight