Argos PR blunder over worker's Facebook grumble sacking
I heard a joke the other day that police had caught a gang of rioters who has smashed their way into a branch of Argos and stolen the catalogues. But the joke is on Argos after they clumsily sacked a cancer-suffering worker for grumbling on Facebook sparking a slew of negative PR.
After 13-years of working at Argos, 56-year-old David Rowat has found himself sacked for gross misconduct after two Facebook updates that didn’t even name Argos. The first said: “Had a great day back at work after my hols who am I kidding!!” And the second: “Back to the shambles that is work”. This was to all 89 of his friends on Facebook!
Rowat, who only ever missed work for a leg operation, told his local paper, The Romford Recorder that he was “shell-shocked” when bosses told him he had committed gross misconduct for two status updates on his private page on the social networking site. The stock room leader says he was escorted from Argos in Market Place, Romford, on Tuesday lunchtime last week by security.
“I would understand it if I had said something really bad about the company, but it was a little grumble. I’m the sole breadwinner in my house – my wife had to take early retirement because of ill-health – so I’m not sure what I’m going to do for work.”
A faceless spokesman for Argos has told the assorted media who have covered this story: “This has been identified as a gross misconduct disciplinary procedure. We take matters of this nature extremely seriously and have arrived at this course of action after an extensive internal investigation that involved multiple factors and events.
“As a responsible employer it is our duty to uphold the confidential nature of employee disciplinary procedures.”
Unless Rowat’s Facebook page makes it clear that he works at Argos and is sloppy about privacy, and even then, it seems doubtful to me that these updates would withstand the scrutiny of an employment tribunal.
It doesn’t seem as clear cut as when Argos sacked a man back in 2007 for starting a page on Facebook that declared: "I work at Argos and can't wait to leave because it's sh*t."
Obviously as the leading public relations and social media consultancy in Berkshire, Morgan PR can offer some insight here and no doubt you are asking: “What lessons can we learn from Argos and poor public relations crisis management?”
Firstly, kudos to Argos for actually having a ‘social networking policy’ in the first place when so many organisations have yet to bother. Would you know what to do if a member of staff was less than fulsome in their mention of life as your employee?
Even then, it should not be the case that an employer is as overbearing as Argos appears to be in this case – how on earth can you expect to control your employees’ thoughts and behaviours in their own time? You have to take on the chin that people may say negative things and unless it reflects badly on your brand.
Social media is such a newsworthy subject now that banning, sacking and other negative responses are likely to garner traditional headlines, while going viral on the social media platform. Also check out this update posted on the official Argos Facebook page – which is ‘liked’ by just less than 90,000. So the poison from this PR blunder is spreading here too.
Incidentally, over 100,000 people are fans of a different unofficial Facebook page: I've stolen a little blue Argos catalogue pen ;) Go figure!
So foremost, best to avoid this scenario in the first place! Using employment procedures properly often takes the steam out of these reactionary types of stories whereas an abrupt, escorted from the premises kind of dismissal here almost guarantees gossip and can ensure a story becomes public. How different would this have been if Rowat had been suspended? If the story was not as daisy fresh much of the media would have ignored it.
The Argos statement – while claiming to ‘uphold the confidential nature of employee disciplinary procedures’ pours doubt and intrigue that there is more to this with: ‘an extensive internal investigation that involved multiple factors and events.’ This may have been a clumsy effort to dissuade the media from engaging, but actually it raises more questions and that never concludes a tricky PR dilemma. It is either confidential and you say nothing, or be up front!
Also, why anonymous? A named person would have been better and gives the problem ownership rather than a reinforcing the faceless corporate nature of the statement. It suggests they care and are less likely to have made this decision without serious consideration. That would mitigate the negative feelings this story creates towards the Argos brand.
So while we await the employment tribunal, and assuming no-one starts a petition or Facebook page dedicated to reinstating Rowat, take a moment to consider your own approach to staff using social media? Mostly it is better to embrace than to ban and be honest with your staff about what you expect?
Most of all, do seek professional help if you find yourself in the midst of a social media public relations crisis. Morgan PR is a public relations and social media consultancy we versed in managing PR crises, so just shout if you need help! Our number is at the top of the page.