One of the greatest threats to a company’s reputation is the growing trend of employee activism. Companies can instantaneously find themselves in the headlines or the crosshairs of Congress when employees go public about business decisions or social issues. Particularly when an issue runs counter to their personal beliefs or what they believe are the company’s values or are in opposition to a stand their employer has taken.

Employees are increasingly empowered to challenge their employers as the balance of power inside organizations has shifted dramatically in their favor. They have credibility, powerful communications channels at their disposal, and can be mobilized quickly and easily. Just look at the reputational damage this new-found activism has had on companies like Disney, Amazon, Starbucks, Meta, Uber, McDonald’s, Activision Blizzard, Delta Airlines, and Netflix to name just a few.

There are several steps companies can take to help better manage and lessen the reputational impact on their organizations. They can ensure they have open and credible communications channels for employees to express and discuss their opinions internally. They can be more human and authentic in their employee communications and reinforce a sense of belonging consistent with their company’s values. They can ensure senior leadership lives those values every day in a concerted effort to build trust in the company and its management.

They can have systems in place to monitor the external environment and anticipate those issues that could most impact the company, its values, and its reputation. And they can have a clearly expressed and differentiating corporate purpose that unites its employees around a compelling concept greater than the company itself.