If you read a shocking headline about a company with a good reputation, chances are you’ll be surprised and reserve judgment until you have read the details.
The same cannot be said of companies with spotty records. Journalists, enforcement authorities, and the public-at-large are likely to assume the worst. This is the current reality for Uber in the wake of allegations of sexism and sexual harassment.
We don’t know much about what Uber’s CEO intends to do. Yes, he has hired a prominent law firm to investigate and has promised to fire those involved if the allegations are verified. But terminations alone do not change a culture. Other processes will need to be revamped, including the recruiting, hiring, compensating, and promoting processes.
Culture is an outcome of how things are really done in an organization. And it also shapes its reputation.
How we do things is supremely important.