Apple CEO Cook acknowledges DEI changes may come; Verizon tries to pick off AT&T employees after RTO mandate

Greetings, comms pros! Let’s take a look at a few news stories from the past week and see what we can learn from them.

1. Apple CEO Tim Cook says the company’s DEI initiatives may change

As more and more organizations navigate the DEI hostility coming from the second Trump administration, Apple head Tim Cook recently told employees in a town hall meeting that changes might be coming to the tech giant’s diversity programs. His comments came just minutes after the company’s board voted against changes to the company’s diversity policies.

Apple asked its shareholders to vote against the proposal, claiming that the move was an attempt to “inappropriately micromanage” the business of the tech giant.

The current administration’s pressures have led private companies including Meta and Amazon to roll back their diversity policies — while others, like Costco and e.l.f., have reaffirmed their commitment.

According to the BBC:

“As the legal landscape around this issue evolves, we may need to make some changes to comply, but our north star of dignity and respect for everyone and our work to that end will never waver,” Mr. Cook said during a question-and-answer session at the company’s annual shareholder meeting.

He noted that Apple did not use “quotas” for hiring – a practice that has come in for some of the fiercest criticism – while saying the firm’s strength came from a culture where “people with diverse backgrounds and perspectives come together”.

“We’ll continue to work together to create a culture of belonging where everyone can do their best work,” he added, saying the company would remain “committed to the values that have always made us who we are”.

Cook’s words on DEI are notable for a few reasons. First, he’s willing to concede that outside pressures might force some changes at Apple. That sort of transparency in front of a group of employees is a hallmark of good leadership communications. But just as importantly, Cook ensures that his statements are hedged in Apple sticking to its values of “belonging.” That’s no small thing in today’s hostile environment to diversity initiatives.

The best leadership comms, regardless of the subject matter, are steeped in a given company’s mission and values. Cook is a seasoned leader and knows diversity is part of Apple’s success. But Cook is also a businessman, and it’s clear at the beginning of his statement that he’s keenly aware of the winds of change blowing in from Washington.

Changes to diversity programs are done best when leaders are directly involved. If your team is charged with the responsibility of navigating these changes, make sure you have your leaders prepared to talk to employees about it in a transparent fashion. Additionally, be sure that your messaging makes clear that company culture isn’t changing and roots your communication tone in empathy and trust that your employees can rely on. While some companies (like Meta for instance) are altering their culture due to the changes, it doesn’t necessarily have to be this way.

The fight over DEI is far from over, but when large companies that make up a major part of American culture and commerce like Apple are potentially redefining the argument it’s time to take notice.

2. Verizon to AT&T employees hit by RTO mandate: Work for us instead

Following AT&T’s recent RTO mandate for corporate employees, rival Verizon reached out directly to some of AT&T’s employees to tell them the grass is greener on the Verizon side. The email came from Verizon’s talent team and was targeted at employees of AT&T who were impacted by the RTO decision.

According to Business Insider:

​​“Following the news of changing RTO policies across the industry, we’re reaching out to share helpful resources and potential hybrid/remote job opportunities across Verizon,” the email said.

“If you have been personally affected by organizational policy changes or know anyone who has, we’re looking to add top talent to the V Team,” the email continued. Verizon declined to comment.

While it’s common for companies to recruit from their competitors, Verizon’s outreach highlights how five-day office mandates have become a sticking point for some workers in recent months.

AT&T responded to the pick-off attempts.

AT&T told BI that its workers “always have a choice to pick the type of company and work environment they wish to be part of.”

“We desire individuals who wish to work in a dynamic and challenging team environment with strong relationships and collaboration fostered by in-office constructs,” AT&T added.

This is a fascinating case of employer comms reaching from one organization to another. Verizon saw a potential weak point in a rival and went for it. It also shows the value of staying on top of major shifts in your competition. Even when you’re working in internal comms, keep an eye on what your competitors are doing and more specifically how they’re communicating about it. This could present an opportunity to position your employer’s value proposition at a moment’s notice.

3. Study: American workers more worried than hopeful about AI

A recent study from the Pew Research Center found that many American employees aren’t convinced AI is a good thing for their prospects at work.

The report stated that 52% of workers were concerned about how AI would impact the workplace in the future, and a further 32% think AI will reduce job opportunities for them going forward.

How do you talk about AI with your employees when there are clear concerns about the future?

In a recent piece for Ragan, event producer Brian Pittman outlined a few major tenets to follow amid the AI transformation:

• Focus on soft skills alongside AI adoption. Communicators should pay close attention to the sentiments of their employees during the process of AI adoption and respond in kind. Attention to the human impacts of technology will help you adjust your comms tactics surrounding AI.
• Lead with trust. Be sure that your comms pros and leaders remind employees that AI is a tool that augments human creativity, not one that replaces it. Doing so will help keep a people-first culture strong.
• Frame AI as a helper. Seek to showcase how AI can help people do their jobs. Much like the conversation around computers decades ago, center the conversation on how AI tech is only as useful as the creative people using it.

4. How about some good news?

• The Netherlands is returning a set of treasured statues to Nigeria.
• A Colorado woman donated a kidney to save a Pennsylvania man — 35 years after they went to the prom together.
• An innocent man was freed after 30 years in prison after DNA evidence exonerated him.
• Ragan Training is great for communications pros to find inspiration and resources.
• You should be rewarded for your work. Find out how to earn an award here!

Have a great weekend comms all-stars!

Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports, a good pint and ’90s trivia night.