Imagine opening your email and finding a subject line that reads, “You’ve been fired.”
It’s the kind of email no employee ever wants to see—punishment, apparently, for complaining about stress at work.
The message came from Yes Madam, a beauty and wellness platform in India, and spread like wildfire. Outrage erupted as people shared screenshots, condemning the company’s callous approach. But here’s the twist: the email wasn’t real. It was a marketing stunt, the company later explained, meant to “raise awareness” about the importance of mental health. Their solution? Giving employees a day off and a spa voucher.
If the backlash was swift, it was also deserved. Instead of sparking dialogue about workplace stress, the stunt felt performative and hollow. What should have been an opportunity to build trust and show genuine care ended up eroding both. The problem wasn’t just the content—it was the lack of authenticity. In an effort to appear thoughtful, the company managed to alienate the very people it claimed to support.
This story highlights a growing challenge for leaders and organizations everywhere: in an era where employees and customers demand transparency, connection, sincerity, and kindness, how do we communicate in ways that are genuinely real and human? As we rethink how to engage and build trust, we need to embrace new ways of showing up authentically in our communication. Best practice communication tools—mass emails, scripted memos, and formal announcements—no longer resonate the way they once did.
While best practices are rooted in what worked in the past, next practices focus on what’s needed for the future. In an increasingly digital, distributed, and asynchronous world, authentic communication is the ultimate next practice. Whether it’s a CEO addressing employees, a team leader sharing updates, or a professional building their network, success today depends on our ability to show up as real people—not faceless corporate personas.
Continue Reading: https://www.forbes.com/sites/niritcohen/2024/12/29/want-to-get-noticed-use-video-on-social-and-build-real-connections/?ss=futureofwork