5 lessons from Uber’s pivot on diversity

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.

CNN reported:

Bozoma Saint John, Uber’s chief brand officer, called on white men to help diversify their workplaces.