Tag Archives: organizational culture

Academia, Emergency Management, Politics, Society, Technology

The Arby’s Public Relations Failure

Using Research in Planning

Hendrix and Hayes (2010) outlines the typical course of public relations using effective means to address the concerns of all stakeholders while promoting the course as the best option. This is only effective, however, if the course is actually the best option. This is where research becomes important. Public relations depends on research to get a true sense of the stakeholder when considering marketing decisions and how the stakeholder might be affected. This research can be useful in both determining the course of action necessary to move forward and to communicate these decisions to the stakeholder in a manner most effective. Without this research to guide decision-making, a company can easily upset an important segment of stakeholders while intending to be portrayed in a very different light.

The Importance of Social Media

Social media outlets (e.g. Twitter, Facebook, YouTube, et al.) provide a rapid means of communicating with stakeholders. Social media is a useful tool for public relations practitioners to use when addressing concerns of or making assurances to stakeholders (Coombs, 2012; Fearn-Banks, 2011; Hendrix & Hayes, 2010). Lynn Kettleson and Jonathan Bernstein (as cited in Horovitz, 2012), both crisis managers, recommend using social media to quickly assess the public conversation, contribute to the conversation by providing factual and compassionate reassurance, and most importantly, put a corporate face on the response by having a senior executive respond to provide a sense of responsibility to the stakeholders.

Arby’s Social Media Failure

On April 4, 2012, the corporate Twitter account was used to respond to another Twitter account recommending that Arby’s stop advertising on the Rush Limbagh radio show (@Arby’s, 2012). Although Arby’s did not currently advertise on the aforementioned radio show, the response indicated that efforts to “discontinue advertising during this show as soon as possible” are being undertaken. The controversy, however, began when customers replied with their concerns via Twitter. According to The Blaze (Adams, 2012a, 2012b) and Forbes (Walker, 2012), instead of making a public statement regarding the controversy or even addressing the concerns of their customers on Twitter, the customers who complained to the Twitter account were summarily blocked. Walker (2012) decries this action as pathetic, stating “any major corporation […] needs to be able to accept and listen to criticism from customers [….] but using a coercive measure like blocking flies in the face of everything the social media space is supposed to be about” (para. 1).

Just as quickly and quietly as the Twitter accounts of those customers were blocked, they were unblocked (Adams, 2012b). This decision was, again, met with disdain as the company failed to apologize or address the issue publicly.

Arby’s Fails Again

On the heels of the Rush Limbaugh and Twitter controversies, Arby’s, again, finds itself in the midst of a public relations crisis. A month later, A USA Today article (Horovitz, 2012) describes a Michigan teen finding the fingertip of an employee in a sandwich ordered at Arby’s. Though the response from an Arby’s spokesperson was public and included an apology to the teen, it was criticized as being inadequate and potentially harmful to its already damaged reputation. Horovitz (2012) states that no mention of the incident was made on the corporate website, Facebook page, or Twitter feed.

Discussion

The directions of this assignment were to find an incident that was significant or complex enough to require involvement from senior management and, although in both incidents senior management failed to respond publicly and comprehensively, I feel that these two cases did, in fact, require senior management involvement. A rapid response by the public relations team could have addressed the concerns of the company’s apparent political actions towards Rush Limbaugh and reinforce commitments to the customer to provide good and fresh food.

The second controversy could have been addressed quickly by using social media outlets to assure customers that, although food preparation can result in minor accidents for employees, these problems are unusual and every possible step is being taken to ensure the safety of the employees and the safety of the food being served. This would also provide an opportunity to further the corporate image as a caring and compassionate company that understands the importance of a trusting relationship with the customer.

As stated in the opening of this paper, research is important to any public relations program. Tools, such as the survey provided in the appendix, are useful in determining the needs and desires of the various subgroups and demographics of the corporate stakeholders. The data provided by these types of tools can provide direction to future public relations efforts.

References

@Arby’s. (2012, April 4). Response to @StopRush [Twitter post]. Retrieved from https://twitter.com/#!/Arbys

Adams, B. (2012a, April 6). Arby’s responds to annoyed Limbaugh fans by blocking them on Twitter. The Blaze. Retrieved from http://www.theblaze.com/stories/arbys-blocks-twitter-accounts-of-customers-upset-over-limbaugh-announcement/

Adams, B. (2012b, April 9). Backpedal: Arby’s immediately regrets its decision to block customers on Twitter. The Blaze. Retrieved from http://www.theblaze.com/stories/back-peddle-arbys-immediately-regrets-decision-to-block-customers-on-twitter-not-ready/

Coombs, W. T. (2012). Ongoing crisis communication: Planning managing, and responding (3rd ed.). Thousand Oaks, CA: Sage.

Fearn-Banks, K. (2011). Crisis communications: a casebook approach (4th ed.). New York, NY: Routledge.

Hendrix, J. A. & Hayes, D. C. (2010). Public relations cases (8th ed.). Boston, MA: Wadsworth Cengage Learning.

Horovitz, B. (2012, May 17). Finger incident places Arby’s reputation in jeopardy. USA Today. Retrieved from http://www.usatoday.com/money/industries/food/story/2012-05-17/arbys-finger-crisis/55046620/1

Walker, T. J. (2012, April 15). Arby’s makes social media blunder. Forbes. Retrieved from http://www.forbes.com/sites/tjwalker/2012/04/15/arbys-makes-social-media-blunder/

Appendix

Sample customer survey.

1. How often do you eat out at restaurants?

a) very infrequently (less than once per year)

b) annually

c) monthly

d) weekly

e) very frequently (more than once per week)

2. How often do you visit an Arby’s restaurant?

a) very infrequently (less than once per year)

b) annually

c) monthly

d) weekly

e) very frequently (more than once per week)

3. Do you prefer to receive offers from your favorite restaurants?

a) yes

b) no

4. How do you prefer to communicate on the internet (check all that apply)?

a) email

b) websites

c) social media (Twitter, Facebook, etc.)

d) text messaging

e) other: _____________________________

5. In the past year, have you provided a compliment, complaint, or suggestion to any of your favorite restaurants using the internet?

a) yes

b) no

6. How often do you visit the websites of your favorite restaurants?

a) very infrequently (less than once per year)

b) annually

c) monthly

d) weekly

e) very frequently (more than once per week)

7. Do you feel that restaurants can provide meaningful communication to customers using the internet?

a) yes

b) no

8. Are you more likely to visit a restaurant if it was more accessible on the internet?

a) yes

b) no

9. What is most important to you?

a) quality of food

b) price of food

10. Is corporate responsibility to the community and environment important to you?

a) yes

b) no

Academia, Culture, Emergency Medical Services, Health Care

Hiring by Organizational Fit

The Prevailing Organizational Culture

Recruiting new employees involves being mindful to the predominant organizational culture and how the applicant will relate and interact with the current employees (Cable & Judge, 1997; Fallon & McConnell, 2007). For instance, in a highly team-structured, or cooperative, environment, a highly competitive applicant may find difficulty in overall acceptance by the team, and both the applicant’s job performance and that of the team may suffer (Chatman, 1989). However, when the organizational values match that of the applicant’s, then a prediction can be made that job satisfaction and organizational commitment will be higher (Cable & Judge, 1997; Tsai, Chi, & Huang, 2011; Vandenberghe, 1999).

This paper will discuss organizational culture and the benefits and drawbacks of recruiting processes focused on maintaining or altering the status quo.

Recruiting Organizational Culture

The term organizational culture has been used since the early 1980’s to capture the perceptions, values, behavioral norms, and expectations inherent in an organization (Vandenberghe, 1999). This culture could be a result of certain pressure from the leadership or a natural environmental attainment; however, hiring practices certainly have an impact on the organizational culture by adding the influences of new personalities into the culture (Cable & Judge, 1997; Chatman, 1989; Tsai, Chi, & Huang, 2011; Vandenberghe, 1999). Recruiters and managers, by hiring based on organizational fit, are able to exert influence over the direction of the organizational culture as well as help to limit turnover and attrition (Cable & Judge, 1997; Chatman, 1989; Christensen & Wright, 2011; Tsai, Chi, & Huang, 2011; Vandenberghe, 1999).

One problem surrounding the use of organizational fit is the propensity of applicants to utilize influence tactics to alter the perceptions of the interviewer (Higgins & Judge, 2004). As Fallon and McConnell (2007) discuss, an inexperienced interviewer could be overly influenced by an applicant. “No one has yet devised a reliable way to separate the applicants who simply talk a good job from those who will later do a good job” (Fallon & McConnell, 2007, p. 179). A very charismatic applicant might benefit over a more qualified applicant.

The benefits, however, of considering organizational fit and value congruency between applicants and the organization are best appreciated after job fit, or the consideration of qualifications and experience, is determined. In a hiring process where applicant qualifications and experiences have already been vetted and references already checked, organizational fit can be used to further the success of both the organization and the applicant (Christensen & Wright, 2011; Tsai, Chi, & Huang, 2011).

Another benefit considering organizational fit is public service motivation. Christensen and Wright (2011) explore the relationship between applicants who have strong motivations towards public service and organizations, whether public or private, that share that motivation. Christensen and Wright show a result of increased job satisfaction when public service motivations are congruent between applicant and organization; however, this link appears fairly weak when compared to financial incentives.

Relying on Résumés and Portfolios

While most assessments of organizational fit are made in the interview environment, résumé contents offer useful information. Although Higgins and Judge (2004) regarded self-promotion tactics (résumés and portfolios) as “weak and nonsignificant” (p. 630), ergo, less powerful than personal influence tactics, Tsai, Chi, and Huang (2011) later show that specific pertinent résumé content improved perceptions of employability: “to select applicants with suitable attributes, recruiters would refer to specific résumé content as the basis for making inferences about applicants’ values or personality” (p. 236). Work experience and extracurricular activities, according to Tsai, Chi, and Huang, provide the most insight into an applicant’s values and personality, which would influence organizational fit.

One drawback to relying on a document, such as a résumé or a portfolio, to provide insight into an applicant’s values or personality is that often these documents are prepared by a third party whose personality and values might influence the choice of content, thereby influencing the reader.

Legal and Regulatory Implications

Fallon and McConnell (2007) readily discuss the legal requirements and implications of the hiring process and making judgments of the applicant that are not directly related to the job; however, if intangible traits can be related to improved job performance, it is recommended to probe for these after ensuring adequate qualification and experience. In order to show that these intangible traits (e.g. innovation, team orientation, stability, attention to detail) are relevant, the job description could be altered in effect to demonstrate this and limit legal implications of a subjective hiring process. Certain prohibitions will still stand, such as disability, race, color, creed, religion, et al.

Discussion

By understanding the culture of their organization, managers and recruiters can, to a degree, help to shift the cultural paradigm by choosing applicants who share similar values and beliefs that would be believed to enhance the culture of the organization. Although each job requires an applicant with the requisite knowledge, skills, and abilities to perform the job, certain intangibles, including congruence with the prevailing organizational culture, will help to ensure a healthy and lasting employment relationship.

References

Cable, D. M. & Judge, T. A. (1997). Interviewers’ perceptions of person – Organization fit and organizational selection decisions. Journal of Applied Psychology, 82(4), 546-561. doi:10.1037/0021-9010.82.4.546

Chatman, J. A. (1989). Improving interactional organizational research: a model of person-organization fit. Academy of Management Review, 14(3), 333-349. doi:10.5465/AMR.1989.4279063

Christensen, R. K. & Wright, B. E. (2011). The effects of public service motivation on job choice decisions: Exploring the contributions of person-organization fit and person-job fit. Applied Psychology: An International Review, 60(2), 231–254. doi:10.1111/j.1464-0597.2010.00434.x

Fallon, L. F. & McConnell, C. R. (2007). Human resource management in health care: principles and practice. Sudbury, MA: Jones & Bartlett.

Higgins, C. A. & Judge, T. A. (2004). The effect of applicant influence tactics on recruiter perceptions of fit and hiring recommendations: a field study. Journal of Applied Psychology, 89(4), 622-632. doi:10.1037/0021-9010.89.4.622

Tsai, W., Chi, N., & Huang, T. (2011). The effects of applicant résumé contents on recruiters’ hiring recommendations: The mediating roles of recruiter fit perceptions. Applied Psychology: An International Review, 60(2), 231–254. doi:10.1111/j.1464-0597.2010.00434.x

Vandenberghe, C. (1999). Organizational culture, person-culture fit, and turnover: a replication in the health care industry. Journal of Organizational Behavior, 20(2), 175-184. doi:10.1002/(SICI)1099-1379(199903)20:2<175::AID-JOB882>3.0.CO;2-E