Social Justice and Beyond: How Organizations’ Values Enhance Reputation, Recruitment and Retention

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What You’ll Learn:: 
Organizations have been grappling to make their company makeup more diverse and workforce cultures inclusive to all, and the pressure has only increased after the shooting of Jacob Blake and deaths of George Floyd, Breonna Taylor and others. Employees aren’t just looking for more diversity, equity and inclusion in the workplace, either. Especially as younger employees enter the workforce, they’re looking to align themselves with organizations that align with their own values—and provide ways they can work together to make a difference. In this joint session with Lucy Abreu, Senior Vice President at Syneos Health Communications, and Sean Greenwood, Grand Poobah of PR for Ben & Jerry’s, you’ll learn the growing importance of turning to social justice opportunities, how Ben & Jerry’s outstanding activism work has strengthened its brand, and ideas for “walking the talk” internally as well as externally by authentically leading the way in standing for social change.
You’ll learn:
  • The business case for social justice inside your organization (Hint: It’s not enough for just DE&I)
  • How to invite and ensure employees are connected to your organization’s mission and values
  • Ways to go beyond an individual hire and create an inclusive and diverse culture where POC employees want to work
  • The importance of developing the right KPIs for measuring success with social justice initiatives—and why you should incorporate employee feedback as well
October 2020

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Presenter bio: 

Lucy Abreu is Senior Vice President at Syneos Health Communications, where she develops employee engagement and change management strategies for various biotech and pharmaceutical clients around the world, with an additional key focus on building long-term corporate initiatives around social action, diversity and inclusion and COVID-19 resiliency plans. For most of her career, Abreu worked in-house leading corporate communication and PR teams for U.S. pharmaceuticals and financial services companies. Her experience spans global communications, PR, marketing, digital/social media and journalism. Previously, she worked at Otsuka, and before that, she was at Johnson and Johnson, BlackRock, CNN, ABC, New Jersey Network, CBS and Gannett Newspapers.

Sean Greenwood is grand poobah of PR for Ben & Jerry’s, a title he has earned one scoop at a time. Starting in 1988, Greenwood took an interest in sharing Ben & Jerry’s good news and mission—specifically, that organizations can thrive when they lead with their values and consider more than making a profit. In his PR position, Greenwood has created programs, helped with flavors and managed relationships with Sir Elton John, Stephen Colbert and more. He led communication strategy for the company’s global climate “Save Our Swirled” initiative and flavor, the equity and EmpowerMint campaign to highlight systemic racism, the launch of The Tonight Dough starring Jimmy Fallon on the show’s first anniversary and the unveiling of Ben & Jerry’s non-dairy/vegan line of products. When not poobahing, Greenwood serves as director of public relations and communications at Ben & Jerry’s headquarters in Vermont, resulting in billions of annual impressions served.