Managing your online employer reputation on review sites like Glassdoor and Indeed as well as social media accounts like Facebook and Twitter can feel overwhelming. As an employer, it is difficult to determine the best response to something negative about or to you online. It is hard to know how to fight back against exaggerations that threaten your company’s reputation. The answer is: don’t fight back; CLAP back! A “clapback” is responding to criticism with a withering comeback. We see company’s like Wendy’s, Sanofi and Netflix regularly engage online this way to protect, promote and preserve themselves. The Art of the Corporate Clapback teaches employers how to manage their online reputation and respond to negativity while maintaining dignity and authenticity. Join Sarah Morgan for this webinar to define your company’s online voice and prepare your corporate clapback arsenal.

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The Art of the Corporate Clapback
November 2019

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3. Speaker
Housekeeping
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Questions
Today’s
topic

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How to earn credit
Stay on the webinar,
online for the full 60
minutes
Be watching using your
unique URL
Program codes
delivered by email, to
registered email,
approximately 30 days
following today’s
session

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Today’s Speaker: Sarah Morgan
★ CEO of BuzzARooney LLC, a HR Consulting
Boutique
★ Creator of The Buzz on HR blog and
Host of the Leading in Color podcast
★ Top 100 HR Tech Influencers, Top Global HR
Voices, Keynote Speaker, Social Media
Influencer
★ 20-year active, certified HR Executive

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Today’s Objectives
 How to establish a positive, consistent online presence
 How to create a modern, open policy for employee social media use
 How to address and respond to negative feedback about your
company online

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Contact Us
webinars@ascentis.com
www.ascentis.com
800.229.2713

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The Art of the Corporate Clapback
November 2019

9. WHY ARE WE STILL TALKING ABOUT
SOCIAL
MEDIA?!?!?

12. 79% of candidates
check online reviews
before accepting a job
with a company
85% of candidates TRUST
the negative information
posted online about a
company
51% of
candidates are
applying based
solely on
company online
review scores

13. 1 in 5
Candidates who would
apply to a company
with a less than 3-Star
employer rating
94%
Job Seekers who are likely
to apply with an employer
who actively managers
their online Brand
33%
Women & POC
less likely to apply
where online Brand
is negative or
unmanaged
22%
Consumers have
admittedly declined
to give business to
a company based
on their low
employer rating
12%
Companies with
lower employer
ratings see higher
demand on new hire
total compensation

14. IF YOU’RE NOT ACTIVELY MANAGING YOUR
ONLINE EMPLOYER BRAND,
YOU’RE MISSING THE BOAT

15. 43%
CEOs who think HR is
responsible for
Employer Online Brand

16. IF HR ISN’T INVOLVED IN MANAGING THE
ONLINE EMPLOYER BRAND,
HR ISN’T MEETING AN
EXPECTATION OF THE JOB

17. 1 in 5
candidate facing
social media accounts
82%
post only open position info on social media
31%
actively managing company
Glassdoor account

18. 68%
HR Pros use social media
for personal only
87%
HR Pros exclusively using
LinkedIn to engage job
applicants
17%
HR Pros include responsible
social media use as
orientation topic
22%
HR Pros believe they are
responsible for managing
employer online brand

19. THESE STATS INDICATE
A MAJOR DISCONNECT
HR HAS SOME
CATCHING UP TO DO

20. Meanwhile …
Candidates, Current and Former Employees are
going online to say anything and everything
• about your company
• about your products and services
• about your processes and systems
• about you personally

21. DON’T FIGHT BACK!!
CLAPBACK!!!

22. Definition: Clapback
• to insult someone after they insult you
• a comeback pumped with attitude and/or sass
• to return fire in a rap battle or gun fight
• to respond to criticism with a withering comeback

23. Other Important Terms
• HR = anyone responsible for recruiting, hiring, training,
compensation, employee administration tasks
• Employer Brand = reputation of a company that hires,
manages and pays people
• Petty = making things, events, or actions normal people
dismiss as trivial or insignificant into excuses to be upset,
uncooperative, childish, or stubborn

24. Other Important Terms
continued
• Shade = to say a rude or sassy comment
toward a person with little to no one catching the
insult
• Come For = to be aggressive toward someone,
usually with malicious undertones
• Drag For Filth or Read for Filth = to criticize
someone or something to the fullest and most
harsh extent possible

26. Delivering knock-out punches to
online haters and trolls is much
easier when defending products,
services and your general brand
Clapbacks with candidates,
current employees and former
employees have to be much
more nuanced

30. The Art of the Corporate Clapback
cultivating an authentic employer brand in order to
positively engage candidates and employees online

31. The Art of
the Corporate Clapback
Step 1: Establish Your Online
Reputation
– Presence
– Consistent content

32. PRESENCE
“The Big Five”

33. PRESENCE continued
also claim & manage …

34. PRESENCE continued
Consider setup …

35. CONSISTENT CONTENT
• 2x Weekly
• Jobs
• Company blog
• Company events
• Employee features
• Daily
• Jobs
• Company blog
• Company events
• Employee features
• Inspirational
quotes
• Industry facts and
stats
• Monthly
• Employee features
• Messages from
execs

36. CONSISTENT CONTENT
• Keep name consistent across platforms
• Have a hashtag
• Start slow and build … AUTOMATE!
• Follow and reshare others with caution
• Incorporate into recruiting, onboarding, orientation and
engagement events

37. The Art of
the Corporate Clapback
• Step 2: Encourage Responsible Social Media Use
– Invite for candidate reviews
– Create a reasonable policy
– Incorporate social with your events
– Request current employee reviews

38. CANDIDATE REVIEWS

39. REASONABLE POLICY
• Acknowledge usage as common and acceptable
• Support listing company as employer
• Advise to be mindful, responsible in posting
• Remind of consequences for irresponsible use

40. INCORPORATE with EVENTS

41. REQUEST EMPLOYEE
REVIEWS
• Within first 90 days
• At Anniversary
• At Promotion/Transfer
• Campaign 1 – 2x per year

42. The Art of
the Corporate Clapback
• Step 3: Have an Escalation Protocol
– Show Concern
– Seek to Diffuse Conflict
– Attempt to Move Conversation to Private Location
– Give Fair Warning
– Throw a Little Shade
– Drag For Filth
– Send Best Wishes
– Hide and Block

43. EXAMPLE #1

44. @ABCCompany just fired me for no good reason!!
Terrible place to work. Racist AF. See you in court,
bihhhhhhh
@MadEmployee This is upsetting news to us. Will
you email us at hr@abcco.com? We’d like to talk
with you directly.
@ABCCompany oh NOW you wanna talk to me.
You fired me. You should already know the details.
@MadEmployee Yes, we do. We just figured you
didn’t want all of your confidential employment
information out there for the world to see. Your next
employer could be watching
@MadEmployee Regardless, we cannot put your
information out there like that. You are welcome to
reach out to discuss further. Otherwise, best wishes to
you and thank you for your service.
@ABCCompany, whatever. Like I said, see you in
court.
@MadEmployee Not if we see you first

45. @ABCCompany just fired me for no good reason!!
Terrible place to work. Racist AF. See you in court,
bihhhhhhh
@MadEmployee This is upsetting news to us. Will
you email us at hr@abcco.com? We’d like to talk
with you directly.
@ABCCompany oh NOW you wanna talk to me.
You fired me. You should already know the details.
@MadEmployee Yes, we do. We just figured you
didn’t want all of your confidential employment
information out there for the world to see. Your next
employer could be watching
@MadEmployee Regardless, we cannot put your
information out there like that. You are welcome to
reach out to discuss further. Otherwise, best wishes to
you and thank you for your service.
@ABCCompany, whatever. Like I said, see you in
court.
@MadEmployee Not if we see you first
SHOTS
FIRED!!
Diffuse and move
to private
NO QUIT
Back them off with
“shade”
Draggeration
followed by well
wishes
ON THE
ROPES
Pettyness

46. EXAMPLE #2

49. IF YOU GO VIRAL
• Express sorrow without blame or taking
sides
• Commit to investigate and provide
updates
• Share appropriate findings
• Seek learning/development opportunity in
the lesson

50. We are deeply troubled by the recent events at our Saraland location.
^
We will provide appropriate updates once new information is available
^

51. IF YOU GO VIRAL continued
• Limit posts and responses
• Give internal reminders on how
to deal with media
• Quash hate speech

52. The Art of
the Corporate Clapback
• Step 4: Extract the Useful Feedback
– Look thru the frustration and rudeness
– Track the feedback
– Look for trends
– Address possible issues in your organization
• ESPECIALLY providing APPROPRIATE
methods for employee feedback

53. CLAPBACK RESOURCES
Janine Truitt – Founder & CIO, Talent Think Innovations
LinkedIn: @janinetruitt420
Twitter: @mzjaninenicole
Elena Valentine – Founder & CEO, Skill Scout
LinkedIn: @elenavalentine1
Twitter: @elena_valentine
Katrina Kibben – Founder & CEO, Three Ears Media
LinkedIn: @katrinakibben
Twitter: @KatrinaKibben

54. IN CLOSING …
✔Establish your online reputation as a compassionate
but no nonsense
✔ Encourage responsible engagement with employees
and candidates
✔ Have an escalation protocol to resolve issues – but
call out trolls/haters when necessary
✔ Recognize, extract and address the useful feedback
That’s the Art of the Corporate Clapback

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Questions?

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Connect with Today’s Speaker: Sarah Morgan
www.BuzzARooneyLLC.com
@theBuzzOnHR
@sarahkayemorgan8

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How Ascentis Talent Management Can Help
Ascentis can help you manage your company brand
• Recruiting:
• Attract the employees that will boost your culture
• Set up qualifiers to ensure you’re talking to the right talent
• Learning:
• Create tailored training sessions for your organization to easily
share with new employees the importance of your culture
• Track and measure the success of your programs

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Learn More
Request a health-check of your organization’s benefits/HRIS systems today!

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How to earn credit
Stay on the webinar,
online for the full 60
minutes
Be watching using your
unique URL
Program codes
delivered by email, to
registered email,
approximately 30 days
following today’s
session

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Share with your colleagues

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Contact Us
info@ascentis.com
www.ascentis.com