CORPORATE
CONSUMER
Team-Building Workshops
Be More Transparent
Outside HR Consulting
Show Appreciation
Acknowledge The Issue
Rebranding Campaign
Having been in a toxic environment, Uber employees would benefit from doing an atmospheric cleanse to create a new mentality moving forward. All must participate to build strong leadership roles to better the communication across the brand. Team building significantly contributes towards employee motivation and building trust among the company as a whole, ensuring better productivity as well as improving the morale of the brand and its people.
With the lack of transparency in the past, Uber needs to be more honest to user in order to demonstrate that there are real people behind the app. this will strengthen the commitment between the user and the brand. Withholding or reshaping information is no longer a viable option for this new era of consumers who are savvier than any generation before them and for whom skepticism seems to be a default setting. In order to build brand loyalty, companies need to first build trust. Instead of being scared by transparency, businesses should embrace it as a way to improve service and increase customer loyalty.
It is easy for a company to fall into hiring, staffing, and company policy decisions by force of habit rather than developing strategies from a cohesive human resource strategy. An outside HR consultant brings fresh perspective to business staffing decisions, and measure the policies against best practices without having skewed perspective by company traditions. Often times, company owners focus exclusively on growing their business that they develop counterproductive HR policies. Bringing in a fresh perspective may identify weaknesses in hiring or retention practices.
In regards to the sexual harassment case, bringing in an outside HR consultant, alongside the attorney, provides the company with advice on how to emerge unscathed, or at least with minimal harm. The world of workplace law can be difficult for company owners to navigate, and with the added stress of litigation, a consultant’s expertise and experience can be vital for a company to move forward when faced with legal challenges.
Being appreciated is a fundamental human need and it plays an important role in the workplace. Employees respond to actions that show appreciation for their work because it confirms their positions within the company are being valued. When employees and their work are valued, their satisfaction and productivity rises, which in turn makes companies more successful. Uber has been having a lot of issues when it comes to their relationship with their employees; not just the recent scandal with upper management. Their negative relationships extend to the connection with their drivers, even though the drivers are the main pillar tha maintains the company. Uber needs to realize that without its workers there would not be a company, therefore a real effort needs to be made to improve this relationship. Some ways to do this are by establishing a better connection between upper management and all employees. There needs to be full disclosure for employees at all levels of the company to have open conversations about what is needed.
Today’s consumer has constant access to information, so they are able to find out what their favorite companies are up to at their leisure. They also like to connect with companies that support causes and are pioneering change. Due to the extensive press coverage the current issues at Uber have caused, their internal situation is now out for all to see. Consumers are aware of what is happening and it is important for the company’s success to have a strong and positive response. Users of Uber want to know that they are supporting a positive brand; if Uber represents sexual harassment and sexism, consumers will begin to disconnect with the brand and move to competitors. Therefore, beyond the changes that would take place internally at a corporate level, Uber needs to be transparent towards consumers as well.
To gain back the consumer trust, Uber’s CEO needs to honestly acknowledge the current issues affecting the company. By making a public statement accepting that they have done wrong and establishing a plan that will help them improve, Uber demonstrates that they're a brand that takes responsibility for its actions and their consumers into consideration.
#OurUber - A strong emotional connection will be developed through a digital campaign that will introduce the new voice and culture at Uber. This campaign aims to express the important role everyone at Uber plays- from corporate, to the drivers, to the users. Components of the campaign are:
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Digital Video: Using social media sites like Youtube, Instagram and Snapchat, the video will showcase different scenarios in which Uber is part of the users and drivers everyday life. By promoting #OurUber, we aim to start up a conversation that engages the audience with a service that is with them every step of the journey.
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New content for Facebook: a fan page to truly connect with consumers, there needs to be content that they can engage with:
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Information on their innovation
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Raw reviews and feedback for the company to take quick action on since it's publicized
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Driver of the month: Monthly post driving traffic to the Uber community page where the company will showcase the top drivers and their personal stories of each state based on rider ratings.
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Blog - Insights of an Uber Driver: The drivers will have a chance to tell their stories from the backseat conversations they hear to their favorite routes and interesting stories they shared with their customer. There will be a team of editors that will choose the best stories weekly and make sure that the content is respectful while still being engaging, fun and honest.
Corporate Video
driver's help center
The drivers are the core of Uber’s business model, but the current business structure does not include them or give them a direct way to communicate with the company. As part of the change, Uber will introduce a 24/7 Driver’s Help Center where drivers can contact Uber representatives when needed. An open form of communication is essential to connect Uber with the drivers and their day to day experiences. By giving the drivers a voice, the company also gains insight into the daily interactions with consumers which can be used to improve the user experience.
This visual is aimed at those in the corporate headquarters to communicate the changes across the brand by using this marketing & advertising campaign in hopes they improve the PR issues and restructure the culture of Uber.