How Authentic Are Your Workplaces? CEO Statement Narratives on Crisis Leadership, Diversity, Equity, and Inclusion During a Crisis

Abstract: This study analyzes CEO statements from Fortune ’s 100 Best Companies to Work For during the COVID-19 pandemic, focusing on crisis leadership and diversity, equity, and inclusion (DEI). Using content analysis and text-mining methods, we examined 102 statements to understand how companies communicated with stakeholders amid the crisis. The findings reveal that while CEOs frequently emphasized care, empathy, and transparency, explicit DEI references were limited. Messages primarily centered on health, safety, and operational resilience, often lacking specific support for marginalized or diverse groups. These insights suggest that DEI priorities can be deprioritized during crises, despite their importance to corporate reputation and stakeholder trust. This research offers a framework for integrating DEI into crisis communication, encouraging leaders to maintain inclusive values even in challenging times. Future studies should explore how DEI can be further embedded in crisis messaging across different platforms.