Resume Cakes and Other Attention-Getters
Every couple of years an attention-getting resume goes viral, and students might wonder what they could do to get eyes on their job application. This time, we see a cake with a resume screen printed in the icing, sent to Nike headquarters.
The lesson for students is the same: creative approaches for creative jobs might work but are probably not appropriate for more conversative positions or industries. I also wonder, despite the reports on programs like Good Morning America, how often these ideas turn into job offers. A couple have, but I imagine that companies don’t want to encourage a lot of cakes, which, because of safety concerns, are probably discarded.
This story doesn’t have a happy job ending but became about the Instacart driver who carried the cake—and her 8-month-old son—around Nike’s campus to hand deliver the cake. It’s inspiring to see the lengths people will go for their dream job and how determined people can be. But I would encourage students to find other ways to differentiate themselves in the job market.
Communications About Fast Company Breach
Fast Company is suffering embarrassment because of a data breach during which hackers sent racist messages through Apple News on iPhones. The offensive comments reflect poorly on Apple as well, which a Washington Post article describes as an otherwise “walled garden.”
In addition to posting the message shown here on its website homepage, Fast Company sent this message by email:
Fast Company’s Apple News account was hacked on Tuesday evening. Two obscene and racist push notifications were sent about a minute apart. The messages are vile and are not in line with the content of Fast Company. We are investigating the situation and have suspended the feed and shut down FastCompany.com until we are certain the situation has been resolved.”
A similar white-text-on-black-background message plasters Inc.’s home page: “As a result of the FastCompany.com breach, Mansueto Ventures (which also owns Inc.) is temporarily shutting down Inc.com out of an abundance of caution while the investigation is underway.”
Without further comment to news organizations, Apple posted this tweet: “An incredibly offensive alert was sent by Fast Company, which has been hacked. Apple News has disabled their channel.” Apple is doing its best to stay out of the fray, letting Fast Company take the blame.
RadioShack Takes Risks in New Ad Campaign
RadioShack launched a new advertising campaign that includes sexual and other questionable references. The situation is an interesting example of persuasive communication—catchy and potentially offensive.
A Wall Street Journal article describes franchisees’ mixed reactions to the approach as well as the company’s new cryptocurrency exchange platform. As the majority franchisee, Bob Wilke, president of HobbyTown Unlimited complained, “This is so damaging to their integrity, and the reputation of the brand. We just do not want to be associated with that type of marketing.”
The company follows a sad story line, with 8,000 at its prime in 1999, filing for bankruptcy in 2015 and 2017, getting acquired, and limping along with 110 stores today. Looking at RadioShack’s history, we do see a different picture from the current marketing. This Business Insider article chronicles ads from the company’s inception in 1921, when products were sold primarily through catalogs.
Abel Czupor, the new marketing head, responded to the controversy: “Every company that has lovers also has haters, but that just means that marketing is working. And I would rather have lovers and haters than not having anyone that knows about the brand.” Edgy marketing attracts attention, but it’s not always positive. Business communication students can analyze the company’s roots and progression to decide whether the current strategy might work or only drag the brand further down.
Meta Explains Chatbot Offense
Meta’s new artificial intelligence software is already failing. The chatbot, BlenderBot 3, seems to believe Jewish conspiracy theories and that President Trump won the 2020 election, as shown in the conversation here.
Meta is focusing on BlenderBot 3’s pilot status and requires users to accept a statement before they interact:
I understand this bot is for research and entertainment only, and that is likely to make untrue or offensive statements. If this happens, I pledge to report these issues to help improve future research. Furthermore, I agree not to intentionally trigger the bot to make offensive statements.
The company describes BlenderBot 3 as a “state-of-the-art conversational agent that can converse naturally with people” and claims that feedback will improve how the bot interacts:
Since all conversational AI chatbots are known to sometimes mimic and generate unsafe, biased or offensive remarks, we’ve conducted large-scale studies, co-organized workshops and developed new techniques to create safeguards for BlenderBot 3. Despite this work, BlenderBot can still make rude or offensive comments, which is why we are collecting feedback that will help make future chatbots better.
As we learned from other messages this past week, company leaders are pushing back on complaints and asking customers to be patient. We’ll see whether Meta’s strategy of managing expectations turns out better for Blender than Microsoft’s response to complaints about its 2016 chatbot, which was removed after making anti-Semitic, racist, and sexist comments. Meta asks us for feedback, but I’d rather get offended by humans and invest my time in educating them instead of a bot.
Honest Email Auto-Responses
The New York Times published a series of automated email responses that let senders know why the receiver will take a while to reply or will not replay at all. Each explains a mental-health reason, for example, vacationing or recovering from a miscarriage. Some are funny, like this one:
Thanks for your email—but unfortunately, I’m rocking in a corner somewhere trying to find my inner peace. As soon as I’ve found it, I’ll be back at work, so please bear with me.
Alain Sobol, Sharm el-Sheikh, Egypt
Generally, I like the idea. The responses are honest and demonstrate integrity, vulnerability, and authenticity. A few of the examples might be “TMI” (too much information), but that’s for each receiver to decide.
Students can draft their own responses, but I’ll add a word of caution: these shouldn’t be overused. How much senders will tolerate depends on the situation and relationship. If an email is important, the sender needs alternatives, which I don’t see in the NYT examples. A time estimate or someone else to contact would be appreciated.
Using Alt Text for Its Intended Purpose
An alternative-text feature allows blind readers and those with low vision to hear descriptions of what they can’t see online. The point is to improve digital accessibility. NASA uses the feature with an “ALT” link that opens an “Image Description.”
This Harvard Digital Accessibility guide provides tips for writing good alt text:
Add alt text all non-decorative images.
Keep it short and descriptive, like a tweet.
Don’t include “image of” or “photo of.”
Leave alt text blank if the image is purely decorative
It's not necessary to add text in the Title field.
I would amend this list by suggesting that writers limit the number of “purely decorative” images in favor of meaningful ones.
Twitter users and others are frustrated by alt text that doesn’t meet these criteria and, worse, is used for purposes other than increasing accessibility. Unfortunately, people are using this feature for source information, additional captions, or jokes. Of course, this does nothing to help users who need assistance navigating web content—the intended purpose of alt text.
Lizzo Apologizes for Ableist Slur
Singer and songwriter Lizzo apologized to fans and critics, many of them on TikTok, offended by the term “spaz” in her new song, “GRRRLS.” One tweet explained the controversy:
@lizzo please re-release “grrrls” without the ablist [sic] slur. That word is not kind to disabled people. Your music is global and you have a voice folks listen to. We are trusting and asking you to release it without the slur.
Others mentioned their surprise because the singer “champions women, plus size people and others whom society treats poorly, Lizzo preaches inclusivity and should do better.”
Lizzo responded with an apology that demonstrates accountability and authenticity. She admitted the mistake, announced a new version, and highlighted her own identity. The apology could have been improved by recognizing how the term is offensive and harmful. Regardless, fans seemed to appreciate the response and, overall, the apology was effective.
What New Grads Want
A Wall Street Journal article raises questions about how employers communicate jobs and whether new grads are realistic. The survey results of this graduating class are not surprising, for example, that they want to move up quickly. For as long as I remember, young, new hires have expected to advance in an organization as they have advanced through their school years. This study revealed that “40% of respondents want to earn a promotion in their first year on the job,” and the author suggests ways for employers to sell promotion opportunities during the interview process and on its website. But that percentage of students will not advance as quickly as they hope: the organization chart narrows at the top.
Two other results are mildly interesting: that 80% of students want to work in the office, and that they want to feel that they belong at work—that they can be themselves. Both make sense considering that this group was isolated during the pandemic and spent some of their precious college time alone.
Career management offices may need to counsel students to prioritize what is most important to them. For example, they may need to sacrifice upward mobility for a supportive, inclusive work environment. This, too, is nothing new.
Boeing's Scant Statement on Crash
As we wait for details about the plane crash in China, Boeing has issued a statement. The plan was a Boeing 737—not the Max that caused two crashes in 2019 and 2020. Still, the company has suffered greatly, taking longer than expected fixing problems and doing PR damage control in the meantime. This latest situation doesn’t help the company’s reputation.
At the same time, this crash is highly unusual, taking place during descent, during which only 3% of plane crashes occur. In addition, this plane had been operating for six years without issue. Both black boxes were found, so investigators will find more information. But, sadly, knowing the reason for the crash won’t change the fate of 132 victims and their loved ones.
Boeing’s statement is the bare minimum. The company follows its typical communication protocol, saying as little as possible and coming from no one in particular. I understand not taking responsibility at this point, but how about a little more compassion and authenticity? I wonder what lessons company leaders learned in the past two years about communication and character.
Boeing Statement on China Eastern Airlines Flight MU 5735
CHICAGO, March 26, 2022 – Boeing today released the following statement:
“We extend our deepest condolences for the loss of those on board China Eastern Airlines Flight MU 5735. Our thoughts and prayers are with the passengers and crew, their families and all those affected by this accident. Boeing will continue to support our airline customer during this difficult time. In addition, a Boeing technical team is supporting the NTSB and the Civil Aviation Administration of China who will lead the investigation.”
Contact
Boeing Communications
media@boeing.com
LinkedIn Gives Options for Employment Gaps
In a new feature, LinkedIn gives users 13 ways to describe reasons for employment gaps. In a blog post, a senior product manager at LinkedIn explained the rationale:
“According to a recent survey, more than half of professionals have taken a career break. Yet for far too long, the possibility of embarking on a career break has been overshadowed by stigma, which 60% of people believe still exists. . . . 46% of hiring managers believe candidates with career breaks are an untapped talent pool.”
Recruiters have business reasons to be more open-minded about time away from work. The “Great Resignation” and tight labor market left openings that employers need to fill.
LinkedIn’s survey found that 51% of employers are more likely to contact candidates who “provides context” about a gap. Of course, what LinkedIn doesn’t say is that 49% may be less likely or just as likely to follow up. Still, we may be seeing more compassion about personal challenges, including breaks for mental health reasons, family responsibilities, and illness.
If this feature is used widely, it could normalize work breaks and reduce the stigma of taking time off. Personal reasons are personal, but revealing them may encourage applicants to be more vulnerable and authentic—to trust that employers won’t judge them harshly and to present themselves genuinely, “warts and all.”
To explain a gap is to take a risk but so is not explaining a gap. In this case, an employer may think the worst, and applicants have no chance to include their own voice.
Encouraging Humility
David Axelrod, a New York Times opinion writer, weighs in on President Biden’s first State of the Union address, scheduled for March 1. The article, “Mr. President, It’s Time for a Little Humility,” criticizes the president’s previous news conference in which he “energetically sold a litany of achievements” without acknowledging “grinding concerns that have soured the mood of the country.”
In addition to humility, which is defined at recognizing one’s own and others’ limitations, Alexrod is encouraging compassion—caring for yourself and others. He makes good arguments for being positive, while avoiding a “doom and gloom” speech like one of President Carter’s.
Getting the balance right will be difficult. The president needs to remind people of his successes to inspire reelection, while being honest about COVID deaths, the decline of mental health, and economic challenges. As Alexrod says, “Now, he needs to find that voice by telling the story of the ordeal so many Americans have shared, honoring their resilience and painting a credible, realistic picture of how we can all reclaim control of our lives.”
We’ll see how President Biden does. Multiple speech writers will wordsmith his address. But as business communicators know, how the speech is received depends on the president’s delivery as well as his words. I’m curious how much of the president’s genuine self we’ll see—his authenticity.
Raiders Coach’s Language and Resignation
The New York Times described emails sent by Raiders Coach Jon Gruden that included racist, homophobic, and sexist language. In his statement, Gruden wrote a short statement on the Raiders’ Twitter account.
The statement isn’t exactly an apology, as we define it in business and corporate communication. Gruden doesn’t describe his behavior or the impact on others.
Raiders owner Mark Davis wrote an even shorter statement: “I have accepted Jon Gruden’s resignation as Head Coach of the Las Vegas Raiders.”
Critics of the decision evoke the “cancel culture,” while others believe Gruden’s comments were outlandish. In a business environment, his language would never be acceptable. The NY Times article quotes Gruden, which I’ll avoid here.
Questions Are Different for Women in Economics
A working paper shows that women in economics receive more and tougher questions than do their male counterparts. Researchers analyzed data from 462 presentations at seminars and job talks, when candidates present their research to prospective faculty colleagues.
Controlling for fields, types of seminars, and other factors, the researchers found that women receive 12% more questions and more “hostile” or “patronizing” questions. One concern is that woman might be discouraged from presenting their work or applying for positions, which hurts the field of economics.
The authors note that less than one percent of presenters were Black or Hispanic, so no conclusions could be drawn about how these groups are treated.
The authors acknowledge that these questions may not result from ill intent but may be a result of implicit bias or part of a more systemic male-dominated culture. Sadly, the authors say that some comments are “demoralizing,” and again, they warn of the negative impact on the field:
“Many of us have heard stories of friends and colleagues whose bad experiences in seminars have led them to re-evaluate whether a career in economics is really the best choice for them.”
Workers Want to Stay Home
Employees aren’t anxious to return to an office, which may forever change communication. Studies show that, since the pandemic, 61% of people would prefer to work from home full time, compared to 27% before the pandemic. Also, although about 32% didn’t want to work from home at all before the pandemic, 4% now have the same sentiment.
Employees report positive results from working from home, including greater efficiency. Although many have been challenged with children at work, overall, the unintended experiment has been successful.
Because more people will work from home, at least part time, teams need to be better collaborators, and managers need to be better managers. We have relied too heavily on simplistic measures, such as time spent in the office, with no better measures of accountability, output, and impact.
Leaders will need to find ways to keep employees connected to their organizations and to each other. Many employees are feeling “Zoomed out,” but we’ll need ways to socialize and build informal connections that help develop trust and make work easier to manage.
How to Check in on People in Difficult Times
A New York Times article, “How to Ask if Everything Is OK When It’s Clearly Not,” suggests ways to offer compassion. Here are Anna Goldfarb’s recommendations:
Check for signs of distress: moodiness, unkempt appearance
Check yourself first: Are you in a good place to engage?
Be specific about your observations: What behavior could indicate a problem?
Ask general or specific questions, depending on your relationship:
“Is anything on your mind?” or
“How are your kids adjusting to so many changes at school?”
Or just make a statement: “I’m wondering how you are.”
Talk about your own challenges; be vulnerable
Just listen; you don’t have to solve anyone else’s problem
Set a time to follow up
This article reminds me a model for appraising whether we offer compassion. This version is in Building Leadership Character, adapted from Jennifer Goetz, whose article was published in Psychological Bulletin.
Discussion:
How comfortable would you feel engaging someone in this way during the pandemic? What might prevent you from doing so?
Think of a time when you offered someone compassion. How does the appraisal model apply? How about a time when you didn’t offer someone compassion?
P&G Commercials Demonstrate Empathy
Two Proctor and Gamble ads illustrate the role of empathy in understanding aspects of being Black in America. The first ad here, “The Look,” shows how a Black man experiences others’ reactions to him throughout the day. The second ad allows the viewer to watch intimate conversations that Black families have about race.
Discussion:
How would you describe the role of empathy in addressing bias?
What are the objectives of these ads? How well do they meet those objectives?
What makes these ads effective—or not—in your opinion?
Company Statements About George Floyd's Murder
Business Insider has assembled a list of companies’ statements and promised actions following the killing of George Floyd and the public protests.
TikTok, General Motors, McDonald’s—many brands are jumping into the conversation and posting messages that are both placating and inspiring.
Discussion:
Read the list of statements and actions. Which sound most meaningful to you?
Should all brands post a message? Which should, and what is important to convey?
Atlanta Mayor Speaks to Protests
Atlanta Mayor Keisha Lance Bottoms delivered a speech from the heart and from her experience. Mayor Bottoms speaks from her experience as an African-American mother and implores people to protest peacefully.
Discussion:
Analyze the mayor’s speech: audience, communication objectives, organization, tone, delivery style, and so on. What works well, and what could be improved?
In what ways does this speech demonstrate authenticity? How does the mayor’s identity play a role in her message and her delivery?
Facebook's Position on Twitter's Labeling
Facebook CEO Mark Zuckerberg weighed in on Twitter’s decision to fact-check and label some of President Trump’s tweets. In response to protests after the death of George Floyd, one tweet promised “when the looting starts, the shooting starts.” Twitter hid the tweet with a note that it “violated the Twitter Rules about glorifying violence.”
Another tweet claimed that “mail-in voting will lead to massive fraud and abuse,” and Twitter posted a warning to “get the facts.” Until now, Twitter had not enforced its policies for the president’s tweets.
Facebook is taking a different tack. CEO Mark Zuckerberg described the company’s position:
"I believe strongly that Facebook shouldn't be the arbiter of truth of everything that people say online. I think in general, private companies shouldn't be, especially these platform companies, shouldn't be in the position of doing that."
The Wall Street Journal editorial board defended Zuckerberg’s decision: “We wish Facebook would take a lighter touch when it comes to political speech overall.”
Discussion:
What’s your view of Twitter’s actions? Why do you think the company began labeling President Trump’s tweets now?
Should Facebook follow suit? How might each company’s mission play a role in its actions?
A Leader Example in My Book Is Charged With Conspiracy
I was sad to see that Paul Kruse, former CEO of Blue Bell Creamery, has been charged with covering up the listeria breakout in 2015. In my book, Building Leadership Character, Kruse is a positive example of a leader who demonstrates vulnerability. His 2016 video announcing employee layoffs after the breakout was emotional and authentic.
Prosecutors say that Kruse delayed recalling tainted products, instructed employees to tell customers that product delays were caused by mechanical problems, and failed to take other appropriate action.
Blue Bell agreed to pay $19.5 million to the Department of Justice and posted a statement on its website, which focuses more on the future than on the past.
Discussion:
Can you reconcile both perspectives of Kruse as a leader? Could he be someone who covers up listeria and someone who gets emotional when talking about employee layoffs?
Assess the company’s statement. Who are the audiences, and what are the communication objectives?