INTRODUCTION
Social media makes it easy, unfortunately, for employees to broadcast their opinions. In the restaurant industry, you never know when one disgruntled server, cook or bartender can bring massive unwanted public attention to your brand.
Here is how to handle a social media crisis related to a rogue employee and rebuild your restaurant’s reputation.
INFORM STAFF IN HIRING PROCESS
When hiring a new employee at your restaurant, make sure to include social media guidelines in your onboarding documents (e.g. tax forms, emergency contact information, etc.). Be aware that social media policies may not violate the National Labor Relations Act, which, in short, protects the rights of employees and employers, but it may have guidelines for appropriate online behavior as a representative of the restaurant.
In your guidelines, provide specific examples of acceptable vs. inappropriate online activity, encourage the use of best judgment and let employees know that if they have to use company computers, they should have no expectation of privacy. For example, the language could say something like:
- “We expect you to act responsibly, exercise good judgment and respect confidentiality when communicating information that identifies [RESTAURANT].”
- “If you comment about [RESTAURANT], its employees, suppliers or guests on the Internet, you must clearly identify yourself as speaking on your own behalf, and not as a representative of the company.”
The time and effort you put into this document will go a long way in protecting you and your restaurant.
ACT QUICKLY ON INCIDENTS
As mentioned in our previous articles, the quicker the restaurant can mitigate the online sabotage, the better it will be for its brand. Rather than finding out about something second hand, you should actively monitor mentions of your restaurant by using tools such as Google Alerts and Mention.com.
Have pre-written statements to post on social media and take down all other scheduled posts (e.g. upcoming promotions). Here’s an example: “We are aware of the recent employee allegations and are looking into the situation. As our investigation continues, we will keep you posted with our results as the overall well-being of all our employees is a top priority.” On Facebook and Twitter, pin the post to the top.
Another situation might include a rogue employee leaving a negative review about the restaurant online. In your response, take the high road and show respect toward the past employee. For example, “We’re disappointed to hear your thoughts, but we appreciated your time working here.” Here’s more information on how to appropriately respond to negative reviews.
Keep in mind, restaurants don’t necessarily have the right to fire workers for social media postings involving the restaurant. In 2016, Chipotle fired an employee after he criticized the company on Twitter for what he considered “low wages” and then wrote a petition about employees being unable to take breaks. A judge in Pennslyvania ruled that the chain’s social media policy violated federal labor laws.
Also, sharing how you are moving forward both internally and externally is important. For example, hold individual meetings with the staff, offer a workshop or host an in-service day to show the public how serious your restaurant is taking this situation.
As a manager or owner, make it a priority to develop a connection with employees so they take ownership of their actions and want to positively represent the restaurant. After all, happy and engaged staff are 20 percent more productive, according to a study by the Social Market Foundation.