No it can't be after the fact. He has to know/be informed in advance what conduct might come in to play. Example in the company handbook, social/media policies etc.
Hmm, debatable point, I think.
If the employer knew he would lose some business, if he didn't dismiss the employee, due to the company being brought into disrepute, perhaps because its policies were based on ethical products, practices, etc, and it provided evidence, from its handbooks, websites, etc, or perhaps from business partners to that effect, surely it could demonstrate that its reputation would have been damaged if it didn't dismiss that employee?
I don't suppose it actually happened, but if such business partners had been aware of the association of Hepple, with the company, and made its opinion known to the company, they would have been left with no alternative but to dismiss him, and any known associates of him and his attitudes.
Any past arrangements, contracts, etc based on ethical practices, or with some form of ethical comment embedded in it, would surely be sufficient to prove that its business would be affected.
Isn't it normal practice now for companies to include some form of ethical consideration in their business and contracts?