沃爾瑪聲譽(yù)危機(jī)的警示
????羅伯托稱:“在和員工真正溝通過之前,公司高層肯定不希望與員工的爭端在社交媒體上升級,因?yàn)槭聭B(tài)會飛速擴(kuò)大,變得不可收拾,弄得滿城風(fēng)雨,盡人皆知?!?/p> ????企業(yè)高層要想有效防止公司聲譽(yù)受損,就必須深入了解員工抱怨的相關(guān)背景。面對怨言時(shí),說一句“無可奉告”,或是發(fā)表一份經(jīng)公司律師審核的、通篇陳詞濫調(diào)的聲明都于事無補(bǔ)。羅伯托稱:“有時(shí)候員工想要的只是一則道歉聲明?!币欢认萑肜Ь车拿绹娇展荆ˋmerican Airlines)曾歷經(jīng)破產(chǎn)、飛行員罷工和飛機(jī)維護(hù)問題等等危機(jī),而與之共患難的員工既沒得到過“我們深感抱歉”的表示,也沒獲得過對其工作的任何肯定。 ????高盛公司(Goldman Sachs)前副總裁格雷格·史密斯曾經(jīng)寫過一本有關(guān)投資銀行文化陷阱的書。在這本書出版之前,高盛就把自己對該故事的詮釋透露給了媒體。高盛調(diào)查史密斯的怨言后發(fā)現(xiàn),他的業(yè)績評估得分一直很低——雖然評審人都是他自己挑的。 ????《塔爾薩世界報(bào)》(Tulsa World)的商業(yè)編輯約翰·斯坦卡維奇曾寫過一篇感同身受的報(bào)道,講述自己遭遇美國航空公司“噩夢般的”經(jīng)歷。文章發(fā)表后,他接到了這家公司員工雪片般飛來的電子郵件。隨后他寫道:“我揣測,這些員工真正想要的,就是能獲得更好的待遇,得到肯定?!?/p> ????實(shí)際上,美國航空只需要肯定那些甘愿降薪來幫助公司度過難關(guān)的老員工的貢獻(xiàn),這根本不需要花什么錢。 ????高管獵頭公司Polachi Access Executive Search的聯(lián)合創(chuàng)始人查理·波拉奇稱,就算那些滿腹牢騷的員工已經(jīng)把家丑公之于眾了,也還是有可能挽回局面,改善公眾形象。社交游戲公司Zynga的首席執(zhí)行官馬克·平克斯就曾采取過這種策略。不久前,大家風(fēng)傳該公司將大舉裁員,兜售部分業(yè)務(wù),高管因此紛紛離職,股價(jià)也一落千丈。對此,平克斯向員工發(fā)了一封短信,坦承裁員在即的事實(shí),鼓勵(lì)員工與主管討論相關(guān)問題和疑慮,還把這封信發(fā)布在商業(yè)科技新聞網(wǎng)站Business Insider上。 ????過去幾年來,雅虎公司(Yahoo)頻繁換帥顯然對公司股價(jià)和士氣造成了重大影響。毫無疑問,這段時(shí)間里不是所有高管和普通員工都一聲不吭,離職走人。但是自從瑪麗莎·梅耶爾掌舵以來,局面似乎開始有所改觀了。波拉奇稱:“顯然她能把準(zhǔn)員工士氣的脈,同時(shí)她會經(jīng)常和所有下屬直接溝通。她是首席執(zhí)行官隊(duì)伍中能改變公司文化和溝通風(fēng)格的典范。” ????哈里森·莫納斯是專業(yè)演講學(xué)?!白趲煂W(xué)堂”的創(chuàng)始人,也是《自信演說者和高管風(fēng)度》一書的作者。 ????譯者:清遠(yuǎn) |
????"What you don't want is to escalate a war with employees in social media, before you've actually communicated with them, because it can quickly escalate and get ugly, out for everyone to see," he asserts. ????In the days leading up to the publication of former Goldman Sachs (GS) vice president Greg Smith's book on the pitfalls of the investment bank's culture, the Wall Street firm took its version of the story to the press. The bank's investigation of Smith's complaints brought to light his consistently?low performance ratings?-- even though he'd picked those reviewers himself. ????Company execs need to understand the context of an employee's complaints to do any meaningful damage control. Saying "no comment," or giving an overly scripted response that's been vetted by corporate lawyers does little good in these situations. ????"Sometimes all employees want is an apology," says Roberto. The American Airlines employees working through the chaos of the beleaguered carrier's bankruptcy, pilot strike, and maintenance issues got neither a "sorry about that" nor any acknowledgment for their work. ????After publishing an empathetic piece about his "nightmare" experience with American Airlines,Tulsa World's?business editor John Stancavage was inundated with emails from the carrier's staff. He then wrote, "All these workers really want, I surmised, was to be treated better and feel rewarded." ????It wouldn't have cost the airline anything to recognize the dedication of longtime workers who took pay cuts to help the company. ????It is possible to turn perception around even after unhappy workers go public, says Charley Polachi, co founder of Polachi Access Executive Search. Mark Pincus, CEO of social gaming company Zynga (ZNGA), took this approach amid rumors of layoffs and a sale following top-level executives headed for the exits and its stock took a plunge. Pincus sent a note to his staff that acknowledged the coming layoffs, encouraged employees to discuss their questions and concerns with their supervisors, and published his message on?Business Insider. ????Yahoo's (YHOO) multiple CEO changes over the past few years certainly took a toll on the tech giant's stock price and morale. Not all execs and other employees?exited quietly during that time, that's for sure. But it looks as if things have begun to shift with Marissa Mayer at the helm. "Clearly she has her finger on the pulse of employee morale and communicates frequently and directly with all reports," says Polachi, "She is an excellent example of a CEO changing the culture and communication style." ????Harrison Monarth is the founder of GuruMaker--School of Professional Speaking. He's also the author of The Confident Speaker and Executive Presence. |
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