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Almost every recruiter and communications professional we talked to for this article used the word “values” when describing the number one item Gen Z candidates were looking for when considering employment. 

It increasingly falls on the communicator to shape not only a response, but a plan of action and community engagement to satisfy the needs of those affected. 

The amount of corporate attention to the 2018 midterms during the last few months is a sign that the relationship between companies, consumers and politics is undergoing a significant and permanent change. Brand publicity in this election cycle is a harbinger of what’s to come as consumers expect brands to take stands on relevant issues.

Even just a couple of years ago brands were more than a bit cautious when wading into social and political issues. Things are different now. Consider the size and scope of the 56 companies that signed a letter yesterday protesting rule changes for transgender people. Still, brands need to be careful when taking stands on social and political issues.

LG Mobile has partnered with actress Aubrey Plaza to bring $200K worth of LG G7 ThinQ smart phones and service to aid recovery efforts in Puerto Rico, which is still recuperating from the aftermath of the 2017 hurricane season. Plaza announced the initiative on Twitter, and LG sent her to Puerto Rico to hand-deliver phones with the non-profit The Hispanic Federation.

Over the past two months, the #MeToo movement has sparked a long-overdue national conversation around sexual harassment. And now, one of the nation’s biggest companies is moving beyond talk to action. Microsoft has announced that it would end the common corporate practice of “forced arbitration,” which requires victims of sexual harassment to settle cases privately rather than through a court of law. Will other companies follow its lead?

Social media exposes many ironies, including the possibility that we are less social because of social media. Remember the days when we used our phone for talking, not typing? And when a friend was someone… Continued

Your brand’s social or political action is likely to catch the attention of the audiences that care about you the most—and those who don’t. Are you prepared to respond quickly and responsibly if questions come up?

CVS Caremark’s recent decision to stop selling tobacco products is a great example of how brands can use communications to build awareness of their CSR efforts.

Rapid growth is a great problem for a company to have, but it remains a challenge for corporate communicators. Learn to adapt to your new situation and keep employees in the loop.