This is how Ajax guides it's brand on social media, and what Ajax expects from its employees. It's about what you CAN say, not what you can't.

1. Our Social Business Guidelines

2. Hi, team.

3. Overlapping, transparent online networks mean that your friends,
clients, and coworkers are mixing up, at least a little bit;
Given that...

4. You own your personal identity while I own mine;
The Ajax voice is a common thread that unites all of us;
When it comes to the Ajax voice, what one of us does reflects on all of us;

5. Ajax will not be a lifetime job for all of us, but we share our
Ajax experiences until the end of our careers;
A strong, reputable alumni network helps us as a company
and as individuals for as long as we continue to be part of it;
Success speaks with action;

6. People in the know don’t seek opportunities to prove it;
Ajax advocates for more genuine and natural business communications;
As people, we are no better than anyone else,
just more focused in the area of Workforce Marketing;
and
Knowledge alone has far less value than knowledge coupled with execution;

7. I am asking that the entire Ajax Army of
Awesome adhere to a set of guidelines
when engaged in social business.

8. This will help us:
o Act judiciously.
o Create predictability for one another and engender trust amongst
team members.
o Advocate Workforce Marketing
o Demonstrate the power of being profersonal™ to clients and others.
o Ensure consistent delivery of our own messages to the world.
o Help us maintain awareness of our own voices, both as individuals
and as members of the team.
o Onboard new Army of Awesome members.
o Exercise discipline with our brand.
o Raise the caliber of opportunity we attract into our orbits.

9. The Ajax Archetype

10. Our guidelines begin not with a set of rules, but with an archetype. Ajax, personified.
If you’re part of the Army of Awesome, you should be familiar with our Brand Profile.
When in doubt, use this archetype to make the best decision possible:
If Ajax were a person, he would be your confident, competent older brother or sister—
the one who tells you what you need to hear even when you don’t want to hear it. He
knows the ropes and, more importantly, knows how to share what he knows to make
you comfortable with what you’re facing. He so obviously wants you at your best that
even when pushing you out of your comfort zone, you feel assured that he is using
his expertise and sense of humor to build you up.

11. The Ajax Guidelines
The question is not whether you are representing Ajax or not, because in
today’s world, you’re always representing the company… just like you’re
always representing your family or your alma mater. The question is,
does this situation require a professional protocol or a personal one?
And how should you adjust? The following should help:

12. When a professional protocol applies
Be all things to all people? Probably a
bad idea. If you find yourself caught
between multiple audiences, prioritize
people who “own” the brand (or
employer brand) for their company.
In terms of industries, media, financial
services, staffing/recruiting, and
software/tech get first dibs.
When a personal protocol applies
Again, trying to be all things to all
people? Bad idea. One of the things
that makes Ajax great is the diversity
of personality within our walls. Be
true to yourself and “Let your freak
flag fly,” as Joe Gerstandt would say.
(Worth looking him up, btw.)
Audience

13. When a professional protocol applies
You’re a part of a bigger whole. Follow
the Ajax voice so we can leverage
one another. When in doubt, be
straightforward.
When a personal protocol applies
The person you are was good enough
to get you hired, so keep it going! Be
you. Follow nobody.
Personality

14. When a professional protocol applies
We’ll make ‘em, we’ll own ‘em. Just
remember that it’s me on the line
at the end of the day. If you make a
mistake trying to do what’s right for
Ajax, I’ve got your back. If you put
yourself above the company and get
caught, I won’t have your sleepless
night.
When a personal protocol applies
Your mistakes are just about the only
thing you will ever create that others
won’t try to take credit for. Make them,
learn from them, apologize for them,
and move forward.
Mistakes

15. When a professional protocol applies
We’ve got a plan and we stick to it. Having
a designated individual coordinating
and facilitating posts ensures that we
can be nimble, responsive and inclusive
without getting sidetracked from our
message. So if you’ve got something to
say, let’s get your message queued up!
One thing, though: bring your best.
This is big dog country.
When a personal protocol applies
Use Buffer. Don’t send edgy content
like “This city is boring” on the heels
of an airport check in. And really watch
yourself during work hours. One former
employee rescheduled a client call and
then tweeted from a hair salon during
the original call time. The client was
pissed. So was I. She’s not here anymore.
Timing

16. When a professional protocol applies
Ajax speaks about Workforce Marketing.
This includes subtopics of branding/
messaging, change management,
alignment, internal communications,
marketing, sales, recruiting, HR, org
design, and framing.
When a personal protocol applies
You make movies? Play drums? Entertain?
Volunteer at your local pet shelter? Bring
the awesome, let’s hear about it! You love
your work at Ajax? Then get profersonal™
and share that, too! If it’s a part of who
you are, then share it! If work is a minor
subplot in your life, then don’t! Whoever
you are, be the whole you!
Content

17. When a professional protocol applies
Never. Better safe than sorry!
When a personal protocol applies
The commercial about the woman
who’s friends ostracize her for posting
photos from their Vegas trip? Dead on.
Make people look good. There should
be events in your life you wish you
could post about… but don’t.
Tagging others

18. When a professional protocol applies
Politics. Religion. Sex. Negativity.
Profile photos with alcohol (album
photos OK, just don’t tag them).
Jokes at others’ expense. Narcissism.
When a personal protocol applies
Keep in mind that it’s very difficult to
“unhear” certain messages. If you share
anything that impairs your ability to
be taken seriously by clients, that’s
something the company has to consider.
Verboten

19. When a professional protocol applies
Demonstrate expertise. Introduce
people to Workforce Marketing. Make
others feel good about themselves.
When a personal protocol applies
To paraphrase Chuck D: stand for
something, lest you fall for anything. I’ll
stand behind you. I’ll help you amplify
your brand. Not because I like you, which I
probably do if you work here. But because a
better you is better for Ajax, better for your
coworkers, and mostly better for yourself.
And I’ll always stand for people working to
make themselves and others better.
Goals

20. When a professional protocol applies
Fight no one. There’s no upside in
arguing. Remember: “Never wrestle a
pig. You both get muddy and the pig
enjoys it.”
When a personal protocol applies
Fight no one. There’s no upside in
arguing. Remember: “Never wrestle a
pig. You both get muddy and the pig
enjoys it.”
Addressing problems

21. The bottom line: I want you to set
yourself up for success. When you
look good, we all look good.

22. Consequences
Everything we do online has consequences—either positive
or negative. (Don’t kid yourself about being “neutral”… people
rarely assume “neutral” intent in others.) These guidelines
are designed to help you engage online in a way that triggers
positive consequences for both you and for Ajax.

23. This is not a policy document. I’ve always appreciated flexible environments in
which I had space to exercise judgment, so that’s what I’ve set up at Ajax. That said,
flexibility does not mean impunity. If you take an action online that impacts your
ability to do your job, or negatively impacts Ajax’s reputation, or raises our cost of
doing business, then the consequences may be job-ending. Consequences will be
addressed on a case-by-case basis though, so the facts and circumstances of the
event can be fully understood before action is taken. I trust the people I hire.

24. Why is this document written in the first person?
Because business is profersonal.™ This isn’t just a job for me, it’s a
reflection of who I am. We’re changing the world, and we’re doing it
together. That’s pretty damn personal, if you ask me.

25. Thank you.
I appreciate all that you do. It’s been a helluva ride…
and I can’t wait to see where we go next!
Forward together,
Jason