La coherencia como imperativo ético
Cuando hablamos de empresas transparentes es muy común que las miradas sean dirigidas, en mayor medida, a elementos relacionados con códigos de ética, reportes financieros y rendición de cuentas. Sin embargo, la cultura de la transparencia comienza por casa.
Una de las dimensiones en las que se sustenta la reputación corporativa es su capacidad de generar confianza. Por este motivo, toda institución debe ser muy cautelosa al momento de comunicar sus políticas y caminar sus valores. La coherencia entre el decir y el hacer es una exigencia que la sociedad en su conjunto está demandando de todas sus instituciones. Esta demanda es aún mayor por parte de los colaboradores de la empresa, quienes la conocen desde adentro en su cotidianeidad.
Un trabajador que es testigo día a día de prácticas internas deshonestas no estará convencido de la ética de la organización, por más que ésta publique impecables reportes para demostrar el cumplimiento de sus políticas. Es en esta instancia cuando la ética se vuelve un tema delicado para la comunicación, y cuando la comunicación se vuelve clave para crear una cultura transparente.
Para que las políticas de compliance no se conviertan en un discurso vacío en la práctica cotidiana de los líderes de la organización, el primer paso es evaluar cuán genuino es lo que deseamos comunicar y con cuánta fidelidad las acciones acompañan las palabras.
La ética interna no se ejerce sólo con respetar las normas legales de contratación de los empleados. Comienza por considerar el valor único de cada colaborador y respetarlo en su condición personal, no sólo laboral. Descubrir y desarrollar el potencial y el talento de cada colaborador y respetar su derecho a una vida equilibrada, que no propicie el éxito laboral en desmedro de su vida familiar y social.
Aunque resulte extraño escuchar esto en un contexto en el que tanto se habla de work-life balance, el número de organizaciones que en la práctica no lo aplican es alto. El mejor modo de comunicar internamente políticas de transparencia y ética es con más hechos y con menos palabras.
Una empresa transparente es una organización que no tiene nada que ocultar, que siente que sus acciones y procesos pueden mejorar y no se cierra sobre sí misma sino que busca la mirada de sus stakeholders para evaluar su gestión. Una cultura de la transparencia se apoya en valores y metas compartidas, no en discursos impuestos. Si tenemos en cuenta que la cultura es una forma de interpretar la realidad y de accionar, para tener una empresa ética es necesario construir una cultura ética y basada en la confianza.
La comunicación es el proceso mediante el cual se difunde e instala la cultura. Pero para que esto suceda debe haber coherencia entre las palabras y los hechos. Los líderes de la organización tienen que ser los primeros en actuar de modo correcto, predicando con el ejemplo. Los colaboradores sólo creen en mensajes que se sustentan en los hechos y sólo confían en aquellos líderes que construyen un entorno íntegro desde sus acciones cotidianas. El reconocimiento de los logros, la comunicación clara de los objetivos, la cordialidad en el trato diario y el buen clima de trabajo son pasos fundamentales para desarrollar una cultura transparente y ética que sea sustento para la realización y comunicación de buenas prácticas empresariales.
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