On April 1, 2023, Bud Light posted an Instagram photo of transgender influencer Dylan Mulvaney holding a can of Bud Light. The post was met with immediate backlash from conservative commentators and social media users, who accused Bud Light of promoting “woke” values. In response to the backlash, Bud Light deleted the post and issued an apology.
In the wake of the controversy, according to Nielsen data, sales of Bud Light fell by 10% in the week following the post. The company has since apologized for the post and said that it was not intended to be offensive. However, the damage has been done and it is unclear how long it will take for Bud Light to recover its lost sales.
This incident highlights the importance of having HR professionals involved in the marketing process. HR professionals have a deep understanding of human behavior and can help marketing teams to create campaigns that are more likely to resonate with their target audiences.
Here are a few specific things that HR can teach marketing:
- Do your background checks. One of the most important lessons for marketing professionals that HR knows is the importance of conducting thorough social media, particularly those who will be in the public eye or represent the company in any way.
- Swift Action is Necessary. When negative information about an employee or candidate comes to light, HR professionals know to take swift action to address the situation. This includes acknowledging the problem, apologizing if necessary, and taking corrective action as appropriate.
- Be Transparent and Accountable. HR professionals know to be transparent and accountable in their communication with employees, stakeholders, and the public. When negative events or controversies occur, they know how to communicate clearly and honestly about what happened and what steps the organization is taking to address the situation.
- Ensure Your Actions Align with Your Organization’s Values. HR professionals know that ensuring that an organization’s actions align with its values is essential for maintaining a positive company culture and attracting and retaining top talent. This includes being intentional about the individuals and groups the organization chooses to work with and supporting causes that are in line with its values. In the case of the Bud Light Dylan Mulvaney Instagram fiasco, the company’s decision to feature the individual in its ad campaign seemed to be at odds with its stated values of inclusivity and diversity.
- Be sensitive to cultural differences. When you’re marketing to a global audience, it’s important to be sensitive to cultural differences. What might be considered funny or acceptable in one culture may be offensive or inappropriate in another.
While HR often gets a bad rap, they often play a critical role in managing and mitigating potential risks to an organization’s reputation and brand. The recent Bud Light Dylan Mulvaney Instagram fiasco serves as a reminder that sometimes, tearing down the walls between HR and Marketing can be a good thing.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
