What You Can Learn From How Elon Musk Is Derailing Inclusion Efforts At Twitter

16-year-old Twitter has long been one of the leading influential social media platforms for news sharing, education, recruitment, and relationship building, with upwards of 200 million users. However, in October, the company transitioned to new ownership and has been experiencing turbulence which will undoubtedly impact the platform’s future. Most notable are concerns around leadership involvement in derailing inclusion efforts. In addition, Elon Musk’s reputation, promises, and actions contribute to a departure from the platform for users and organizations alike.

WHAT ARE THE INCLUSION CHALLENGES FOR TWITTER?

1. Since Musk took over the helm at Twitter, C-suite leaders have exited the organization, the Board no longer exists, and DEI progress has taken backward steps. It is questionable whether Twitter’s DEI commitment to “becoming the world’s most inclusive, diverse, equitable, and accessible tech company” will be upheld.
2. Making people feel welcome is a good strategy for fostering inclusion. Musk’s decision to layoff half of the Twitter staff has significant impacts (i.e., employee well-being, engagement, morale, and more)
3. Association with non-inclusive leaders will impact Twitter’s activity. All decision-making capabilities now lie with Musk, who has previously stated that Donald Trump’s account would be allowed back on Twitter if he purchased the platform. Many of us are now concerned about the appetite for exclusionary behaviors and leadership. For example, recent reports suggest that post-leadership change, the usage of the N-word increased by 500%.

Based on the above points, organizations must revisit diversity, equity, inclusion, and belonging commitments to ensure proactive actions that protect progress. Failure to do so will shake trust, tarnish the employer’s brand, and can be another hit to revenue.

HOW CAN ORGANIZATIONS SHOW INCLUSION SUPPORT?

TAKE A STANCE

The watch-and-see approach could be damaging as companies consider whether to maintain a presence in the Twitterverse. Everyday judgments are made about decisions organizations make. Therefore, prioritizing a review of association and alignment with the Twitter platform is prudent.

A comparative example to learn from is the backlash felt by Adidas for elongated tolerance of Kanye West’s hate speech. Companies must consider that employees’ and consumers’ expectations have shifted over time, so there will be performative claims for playing in an environment that’s non-inclusive and contradictory to diversity, equity, and inclusion goals. GM, Audi, and Pfizer are among the companies that have already suspended advertising on the Twitter Platform.

LEARN FROM MUSK’S LEADERSHIP APPROACH

Inclusive Leaders can still learn from the Musk leadership playbook. For example, massive immediate staff changes can be detrimental to company culture. The Harvard Business Review article, Layoffs That Don’t Break Your Company, says companies will feel the pangs of lost training and knowledge. In the case of Twitter, there are bound to be immediate ramifications (i.e., a decrease in brand reputation for consumers and employees) for a more than 50% decrease in staff.

Another lesson to pick up on is the value of inclusive behaviors. For instance, a lack of empathy will not create connections and goodwill with employees. The opposite will occur.

HAVE ALTERNATIVE SOLUTIONS AT THE READY

Organizations that use the Twitter Platform for advertising and recruiting can proactively review and decide upon solutions that align with inclusive leadership principles.

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