Uber is back in the headlines—but this time the narrative is about what it is doing well.
The beleaguered company is trying to flip the script on its well-documented lack of diversity with high-profile hires. By sending diverse and engaging spokespeople to represent the company at events such as SXSW, Uber hopes to craft a new narrative of a big tech company that is turning things around.
How can other organizations emulate Uber’s efforts?
Here are five lessons about how Uber’s diversity campaign has garnered positive headlines:
1. Empower talented spokespeople to speak their truth.
Although you might be tempted to use focus groups and A/B testing to hone your diversity messages, there’s no substitute for straight talk. Uber afforded one of its new stars a chance to speak, and she got covered by CNN and others.
Bozoma Saint John, Uber’s chief brand officer, called on white men to help diversify their workplaces.