RECOMMENDATION REPORT:

Uber Technologies Inc

By Tressa Parkes

WRTG 3016: Business Writing

November 14, 2018
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EXECUTIVE SUMMARY

This Corporate Social Responsibility report analyzes the policies relating to sexual assault within
the ridesharing company Uber. There are multiple examples of sexual assault within Uber and
upon following an analysis, this report will recommend ways to decrease occurrences of assault
within Uber.

Uber is a ride sharing company across the world that gives over ten thousand rides per day, and
though their company is growing by large amounts, there are places for improvements. Uber has
been aware of how they are interacting with identities of the people they employ and serve and
has dedicated part of their website to inclusion and diversity. In the context of sexual assault they
have also ended their arbitration policy, taking a step towards support of survivors.

As true in most companies there is often room for more change, especially when relating to
social responsibility. Uber has had issues of creating weak safety features that are hidden within
the app as well as vague background checks, and a lack of long term solutions relating to their
challenges.

There are multiple ways in which change can be initiated within Uber, giving them growth in
their company and positive effects on their Corporate Social Responsibility. First, Uber could
begin using background checks that aren’t third party, and require fingerprinting as a way to
uncover more information. Second, Uber can take the leap of become transparent with their
customers in the challenges they've faced and their proposed steps to ensure change will occur.
And the final recommendation is for Uber to create resources and safe spaces for those who have
experienced assault on behalf of their company, and provide safety tips and features that
reinforce an ideal of safety for drivers and riders alike.

Uber may face some limitations in the process of becoming more socially responsible, and they
must ask themselves if the limitations present provide too great of a risk, and if the end result of
a more responsible and safer company is worth it. Some threats that may be present in the
process of change include costly changes, a commitment of more time upon various changes, and
possibly negative reactions to being transparent.
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TABLE OF CONTENTS

Executive Summary​……....……………………………………………………. 1

Introduction​…………..………………………………………………………… 3

Strengths​……..…………………………………………………………………. 3
Uber Ends Arbitration​…………………………………………………………………... ​3
​ …………………………………………………………….... ​3
Inclusivity and Diversity…

Weaknesses​………...……………………………………………………………. 3
Weak Safety Features Created… ​ ………………………………………………………....​3
Lack of in Depth Background Checks​…………………………………………………....​4
Lack of Long Term Solutions​……………………………………………………………. ​6
Law Enforcement Portal​………………………………………………………………….​6

Opportunities​………..….………………………………………………………. 6
More in Depth Background Checks…​ ..…………………………………...…………….. ​6
Have Resources Available for Those who Wish to Share Their Experience ​….………….​6
Transparency​………………………………………………………….…………………. ​7

Threats​………………...………………………………………………………… 7
​ ……………………………………….​7
Fingerprinting Requires More Time and Effort…
​ ………………………………………………………………………………….. ​7
Cost …
Transparency is Frequently Viewed as Loss​……………………………………………. ​7

Recommendations ​.……………..……………………………………………….8
Require Fingerprinting to Implement Better Background Checks​…....…………………..​8
Create Safe Spaces/ Online Communities​….……………………………………………. ​8
​ ….……. ​8
Provide More in Depth Safety Tips and Tools Within the App and Website…

Conclusion​.……………………..……………………………………………….. 8

Works Cited​…...………………..……………………………………………... 10
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RECOMMENDATION REPORT:
For Uber

Introduction

Uber is a company that provides rides to app users upon request. People use an app to ask for a
ride, and the closest driver to this person is shown. The driver then picks up the passenger at the
location where they requested a ride, and takes them to their destination. Uber is used throughout
the world in most major cities and has become so large that “four billion rides [were given] just
in 2017” (Bhuiyan). Nearly 11,904,762 rides per day in 2017 alone.

Despite their frequent use Uber has been involved in a number or recent scandals, including 103
sexual assault accusations as of April (Ashley O’Brien). This report will analyze the Strengths,
Weaknesses, Opportunities, and Threats relating to some of Uber's Corporate Social
Responsibility policies, and provide recommendations for their future success.

Strengths

Uber Ends Arbitration

Uber has been conscious of social issues and has made strides to create a safer and more
inclusive environment for riders and drivers alike. One of the most important changes they have
made towards safety was “ending the company's use of the widespread but controversial practice
of mandatory arbitration for claims of sexual harassment and assault” (Bensinger). Arbitration is
a way of solving issues between two people by bringing in a unbiased third party (FindLaw).
Many believe that Arbitration is dangerous to use in relation to sexual assault as the conclusion
often goes against the survivors experience. Ending arbitration was a large step for Uber that
showed their recognition of sexual assault within their company, as well as a want to create
change.

Inclusivity and Diversity

Uber also has an entire space on their website dedicated to inclusion and diversity, once again
demonstrating positive change. They have small communities for identities such as parents,
women, LGBTQ+ people, and immigrants (Diversity and Inclusion). This represents Ubers
strides to be respectful and inclusive of various identities as well as making safe spaces available
for the frequently oppressed.

Weaknesses

Weak Safety Features Created

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Uber spoke of creating in app safety futures, however it took the company three years to
implement a safety button that many argue should have existed since the beginning. “Uber is
adding new safety features to every U.S. rider’s app, including an “emergency button” that will
call 911” (Jones). Granted, this is a strong step in the direction of improving passenger safety,
there are still risks present. Not only did Uber fail to respond quickly to their customers being in
danger, they hardly notified customers of new features, and made them hard to reach. In order to
reach the safety button users must click through three different lists which leaves space for error
as well as being time consuming.

The majority of notification for these new features were through newspapers, thus not insuring
all app users would receive a notification of the new features. Along with not including everyone
in the process of receiving information, Uber also did not include those outside of the U.S. by not
making the features available internationally. Even though Uber runs in other parts of the world,
and regardless of the fact that cases of assault and rape have occurred outside of the U.S. Uber
has concentrated on a small fraction of the problem. Lastly, the implemented safety button dials
911, leaving potential for putting the rider in more danger. If a rider is in a dangerous or
escalating situation, speaking aloud of their situation and potential fear could make the
perpetrator more defensive and escalate the situation further.

Lack of in Depth Background Checks

Though Uber has created many strengths within their company there are still things that need to
be addressed and changed, especially relating to sexual assault. Uber runs background checks for
those applying to be drivers that look for “​Convictions for felonies, violent crimes, sexual
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offenses, and registered sex offender status” (What Does the Background Check Include). This is
a great step, but it creates a larger issue for Uber. If the background check only looks for
convictions of sexual offenses the victim would have had to share their assault, and their
perpetrator would have had to be convicted. People may think that if someone had sexually
assaulted a person they would automatically be disqualified, but “2 out of 3 sexual assaults go
unreported” (RAINN). Even if a sexual assault is reported the chances the perpetrator would
actually be convicted of a felony, thus disqualified from driving for Uber, is 7 out of 310 cases
(RAINN). If all 310 of these people applied to be drivers with Uber regarding instances of sexual
assault alone, 303 of them would be allowed to drive even though they committed a crime of
sexual assault.

Along with this, “Approximately 2 percent of convicted rapists received life sentences”(NCJRS).
This creates a whole new issue as even if a rapist is convicted, they will likely be out on their
own again someday, able to apply for something like Uber, creating all the more reason to have
in depth background checks.
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Lack of Long Term Solutions

Along with vague background checks, Uber has created a culture where when a problem relating
to sexual assault occurs they take momentary action, but don’t give long term solutions. For
example; Uber resumed driving in New Delhi shortly after the company was banned due to a
passenger being raped by their Uber driver (Iyengar). Nothing was done to help prevent future
occurrences of sexual assault other than Uber saying they would add a safety button, emergency
hotlines, and more in depth background checks, in 2015. It wasn’t until 2018 that these changes
were instituted, and none of them outside of the U.S.

Law Enforcement Portal

Uber has also created a law enforcement portal where officials can “quickly and securely request
trip data and other information that may be commendable to solving cases” (Law Enforcement
Portal Overview). It is great that Uber is taking steps to try and combat a lack of safety, and steps
to assist in solving moments where safety may have been compromised. Though this is an
improvement, there are a lot of biases that may take place relating to the portal. Emergency
requests have to be viewed by a team before they decide if it is actually an emergency or not
(Law Enforcement Portal Overview). With sexual assault this can be a real risk because
different people have different views relating to the classification of sexual assault as an
emergency. By the time a request is sent, received, and reviewed, someone's safety could be
extremely compromised, and it likely would have been more efficient to simply call 911 first and
have the Law Enforcement Portal deal with the aftermath of a breach of safety.

Opportunities

More in Depth Background Checks

Despite weaknesses within Uber, there are multiple opportunities for the company to examine
their current ways of business and make changes. There is a place for change especially within
the current way Uber performs background checks for future drivers. Uber uses third party
background checks, and does not fingerprint drivers. In Massachusetts there are government
background checks performed after drivers are approved by Uber and “thousands of drivers
failed these government screenings for inappropriate criminal charges and driving histories”
(Ashley O’Brien). Clearly the background checks Uber performs are not effective in checking
the overall person which causes huge safety issues for riders and drivers alike. With a change in
the way Uber runs background checks, there would likely be a change in the company's overall
safety and performance.

Have Resources Available for Those who Wish to Share Their Experience

Another important step Uber can take to create change around sexual assault is by creating
resources and support for those who decide to share their experiences. These resources are
valuable as “sexual assault predicted later onset of major depressive episodes, substance use
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disorders, and anxiety disorders” (Burnam). If resources are provided for victims of sexual
assault there is a chance of decreasing the prevalence of depression and anxiety. Uber would also
be showing their support for victims and an ongoing want to improve. To put the time and effort
into helping someone who has been effected under one's actions, shows extreme sympathy
alongside a goal to change the circumstances that led to the incident in the first place.

Transparency

Uber also has an opportunity to change the way they interact with their customers and society,
likely creating a better reputation. There are many benefits of transparency, despite the often
negative connotation of the word, especially relating to businesses. However, “In addition to
attracting new customers, transparency allows you to better serve your current ones, ensuring
they stick with you” (Weinhouse). Often respect follows companies who decide to open up about
their weaknesses, and a company that states they want to change. If Uber creates a place where
they open up about a long past of sexual assault, sincerely apologizes, and gives tangible steps to
create change, they could see an increase in new customers, and an increase in happiness of
current ones.

Threats

Fingerprinting Requires More Time and Effort

The current third party background check being used by Uber requires less of the person
applying to be a driver than background checks that require fingerprinting. Fingerprinting is
often more time consuming, and if an applicant has not been fingerprinted before they must go to
the proper facility. Uber then also has to connect and partner with a company that does
fingerprinting which can be costly and time consuming.

Cost

When talking about creating change within organizations there is almost always the threat of
cost. Though money is valuable, companies must ask themselves if money is more of a threat
than their customer satisfaction, safety, and happiness.

Transparency is Frequently Viewed as Loss

Being transparent with customers doesn't always get 100% positive reactions. Uber could
experience backlash and a loss of customers, but more likely than not customers will be
supportive of their want to change. However, Uber cannot simply open up and talk about their
past of sexual assault, they have to give steps for their change.These steps may not be the easiest,
and changing a company's culture around sexual assault can seem as difficult as changing
society. Creating transparency around a company takes time, thought, and dedication, though the
benefits are often worth it.
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Recommendations

Require Fingerprinting to Implement Better Background Checks

There are many ways in which Uber can change their current policies in order to be more
responsible for instances of sexual assault within their company. For example, there would likely
be a decline in frequency of assault if Uber were to require the fingerprinting of potential drivers,
along with a more in depth background check system. Fingerprinting creates a higher likelihood
of uncovering any and all violations than third party background checks do.

Create Safe Spaces/ Online Communities

As spoken of earlier, Uber has already created small communities on their website. For Uber to
create a community for sexual assault survivors alongside their preexisting communities an easy
yet meaningful step toward change would be uncovered. This community should have spaces for
survivors to reach out to each other, as well as have a space of different resources for victims of
sexual assault. Talking to others who have shared similar experiences may help someone realize
that “Whether they are labeled as such or not, many individuals will experience behaviors that
constitute sexual harassment “ (Gordon)​. ​ For cases where the behavior isn't labeled as assault,
the person harassed may experience a feeling of being alone, and a space for this person to go
and be able to communicate with people that have experienced similar things is valuable. Having
a hotline via text, or a therapist someone can privately contact, people would have easier access
to support that is not always easy to receive. If Uber creates this space not only will it likely help
their company, but it may also assist in changing the culture around helping sexual assault
survivors.

Provide More in Depth Safety Tips and Tools Within the App and Website

Along with these small communities, Uber has already created a website page of tips on how to
remain safe during a ride. These safety tips could be all the more effective if they spoke on what
to do in case of a dangerous situation. These tips should show users where to access their safety
button, how to call for help if they feel as though speaking may put them in more danger, and
should be accessible within the app, rather than just Uber’s website. Along with these safety tips
Uber should relocate their safety button so users don't have to go through multiple menus and
lists to call for help. The safety button should be marketed to reach all groups of people, such as
by sending an alert through all downloaded apps, in order for people to be more aware of their
options in case of an emergency.

Conclusions

Uber has made efforts in safety, inclusivity and diversity, however the problem of sexual assault
remains, and policies must change, develop, and sustain in order to prevent occurences of sexual
assault. Uber has the opportunity to begin fingerprinting to create stronger background checks,
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create safe spaces for survivors, improve their safety mechanisms, and to be transparent with
their customers. With Uber facing few threats in the process of making change, these steps are
both important and easily attainable.
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Works Cited

Ashley O'Brien, Sara, Nelli Black, Curt Devine, & Drew Griffin. “CNN investigation: 103 Uber
​ ccessed 1 Oct. 2018,
drivers accused of sexual assault or abuse.” ​CNNBusiness. A
https://money.cnn.com/2018/04/30/technology/uber-driver-sexual-assault/index.html

Bensiner, Greg. “Uber Ends Arbitration for Sexual Assault Cases.” ​Wall Street Journal,​ 16 May
2018,​http://web.b.ebscohost.com.ezproxy.lib.utah.edu/ehost/detail/detail?vid=6&sid=a487977b-
12e6-4185-99a5-8983fd73e585%40sessionmgr102&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d
%3d#AN=129613370&db=aph

Bhuiyan, Johana. “Uber Powered Four Billion Rides in 2017. It Wants to do More — and
Cheaper — in 2018.” ​Recode, 5 Jan. 2018,
https://www.recode.net/2018/1/5/16854714/uber-four-billion-rides-coo-barney-harford-2018-cut
-costs-customer-service

Burnam, M. A., Stein, J. A., Golding, J. M., Siegel, J. M., Sorenson, S. B., Forsythe, A. B., &
Telles, C. A. (1988). “Sexual assault and mental disorders in a community population.” ​Journal
of Consulting and Clinical Psychology,​ 56(6), 843-850.
http://dx.doi.org/10.1037/0022-006X.56.6.843

FindLaw. “Using Arbitration to Resolve Legal Disputes.” ​FindLaw,

https://adr.findlaw.com/arbitration/using-arbitration-to-resolve-legal-disputes.html

Gordon K. Anne, Melissa A. Cohen, Eyal Graaer, & Steven Rogelberg. “Innocent Flirting or
Sexual Harassment? Perceptions of Ambiguous Work-Place Situations.” ​Representative
Research in Social Psychology, p​ p.1,
https://www.researchgate.net/profile/Melissa_Cohen5/publication/237400435_Innocent_Flirting
_or_Sexual_Harassment_Perceptions_of_Ambiguous_WorkPlace_Situations/links/55720ad508a
e7536374ca979.pdf

Greenfeld, L A. “Sex Offenses and Offenders: An Analysis of Data on Rape and Sexual
Assault.”​ National Criminal Justice Reference Service (NCJRS),
http://www.ncjrs.gov/App/publications/abstract.aspx?ID=163931

Iyengar, Rishi. “Uber to Resume Operations in New Delhi.” ​Time.com, ​23 Jan. 2015,
http://web.a.ebscohost.com.ezproxy.lib.utah.edu/ehost/detail/detail?vid=2&sid=4f237912-dccf-4
290-9ed6-324015cf078b%40sdc-v-sessmgr05&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#
AN=100609844&db=asn

Jones, Rhett. “Uber Launches Panic Button for U.S. Riders.” ​Gizmodo,
https://gizmodo.com/uber-launches-panic-button-for-u-s-riders-1826384818

​ ber, 2018.
Olins, Wolff. ​Uber Logo. U
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Rape, Abuse & Incest National Network (RAINN), “The Criminal Justice System: Statistics.”
RAINN, h​ ttps://www.rainn.org/statistics/criminal-justice-system

Uber, “Diversity and Inclusion.” ​Uber​, ​https://www.uber.com/about/diversity/

Uber. “What does the background check include?” ​Uber​,

https://help.uber.com/partners/article/what-does-the-background-check-include?nodeId=6970e70
4-95ac-4ed3-9355-e779a86db366

Uber. “Law Enforcement Portal Overview.” ​Uber,

https://www.youtube.com/watch?v=ct1vN2KN2II&feature=player_embedded

Weinhouse, Michael. “Why You Should Be Radically Transparent With Your Customers​.”​
Forbes, ​16 April 2018,
https://www.forbes.com/sites/forbesagencycouncil/2018/04/16/why-you-should-be-radically-tran
sparent-with-your-customers/#70823bfe7aef