Tip #4: Address the Problem Children
So you've screened out the vampires, but you're left with a few employees whose personal brands aren't simpatico with the corporate brand. They're the problem children.
I'm reminded of a conversation with the GM of a mid-market television station. He had a reporter whose personal brand was far outreaching the station brand via social media. That could be the foundation for a fantastic symbiotic relationship, but in this case, the reporter was Tweeting -- in large volumes -- questionable and subjective content.
The GM was troubled. "I know this is an issue, but [person] brings us so many eyeballs," he explained.
What would you do? Let the reporter continue unabated, or step in to make a much-needed change?
Ignoring the problem children won't make the situation disappear. In fact, the longer you ignore the issue, the more severe it will become. Plus, you'll be sending a signal to others in the organization that this type of action is condoned or even expected.
When you do take action, resist the urge to come in with guns a-blazin'. After all, the goal is not to force out the employee, but to find a way to modify his or her behavior in a way befitting the brand. It's a conversation, not an intervention (well, at least not at the beginning stage).
This isn't complex science. It's just a sound general management principle applied to a new medium.
And if you're a parent like me, you know that taking care of a whining child firmly yet with compassion is usually the best path forward. Address those problem children -- now!
To read additional insights from Mike McDougall's discussion, bookmark The Schism or follow our Twitter feed (@McDougallTC). For a copy of the presentation slides, contact us at info@McDougallTC.com.
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