All the commotion surrounding the controversy of Kogan's CEO disastrous LinkedIn article on how to hire or fire someone to build their company culture could easily be avoided if you follows our 4 rules to avoid a content marketing disaster as such.
It all started when LinkedIn approved an article by Ruslan Kogan "Don't hire Hotmail users & other tips to save your company culture."
From the scathing headline to the poorly written content, it was a public relations disaster for the Australian online retailer who attempted to create a positive response towards his company culture and provide a CEO's knowledge of leadership and business.
Perhaps Kogan was trying to mirror management consultancy veteran Steve Tobak but failed miserably. Steve is a frequent contributor to Inc.com and partner of Invisor Consulting, whom we all look up too. Steve doesn't mince his words, remains truthful, illustrating his stories with real-life examples he had experienced and provides positive, actionable and valuable insights anyone could work on to improve themselves or their business.
Let's examine what exactly caused the furore on LinkedIn, especially amongst Microsoft executives, and how you and your company can avoid this unpleasant scenario.
With 873 likes and 1,524 comments of which mostly negative ones, this article has stirred LinkedIn audiences and riled most Hotmail users.
Rule #1 Don't Let Your CEO Write A PR Article
A tip that Kogan wrote in his article on how to save a company's culture was titled "WORK ETHIC AND OUT OF OFFICE TEMPLATES".
He linked trivial factors such as how an out-of-office reply was crafted to whether a person was a high achiever or not. According to Kogan, apparently, high achievers need not require a single day away from work to rest and recuperate. Kogan's statement not only makes his company culture look bad, but questions his position as CEO and the company's decision-making process at the Australian online retailer.
Out of office templates are no doubt important but it's actions that count. People following through with clients and taking personal pride and responsibility for their work is what we value most as a key cultural trait we look for in new hires or partners at The Wee Marketing Agency.
There is a good reason why PR professionals and content marketing experts exist. Don't let your CEO write an article and publish it without getting vetted by a PR or marketing expert.
Rule #2 Refrain from using cheap tactics
Using a cheap tactic is a common method that's used by businesses who try to gain the wrong type of attention. Think of a time when you were last exposed to a misleading advertisement, articles or spam. How did that make you feel as you recount the fact that you have just wasted five minutes or your precious time on something that was what you thought you were looking for.
Cheap tricks and tactics are only good for short-term gain and usually result in long-term pain - leaving a lasting poor impression of your company on potential customers.
Rule #3 Think of How You Would Portray Yourself
Think of your company as a person with a soul and a face. How would you like to portray this person? Ruslan Kogan came across and being arrogant, condescending and immature by making false assumptions without supporting facts (E.g. Hotmail users are less tech savvy than Gmail users)
Rule #4 Hire An Expert
Before you make a mistake by entrusting your company's reputation with a lesser experienced or capable person, we advise you to rethink before sending out that public relations article or marketing message.
If you haven't already hired a PR or marketing expert to service your organisation's public relations and marketing needs, contact us today.