Australian telecom apologizes for ‘racist’ job ad

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A PR crisis can arise from any kind of communication with the
public—including job postings.


Optus, an Australian telecommunications company, is taking fire over a job
advertisement that was seeking an “Anglo-Saxon” retail assistant.

CNN Money reported:

The company said it preferred Anglo Saxon candidates who lived close to the
store.

“Fantastic opportunity for those seeking a career in retail and sales,” the
ad also said.

Optus took down the ad and apologized on Friday after facing a storm of
criticism. The company told CNN the ad had been posted on an external jobs
site, and was up for roughly eight hours.

“This is an error and completely unacceptable and a clear breach of our
advertising standards and our commitment to equal opportunity,” Vaughan
Paul, the company’s vice president of human resources, said in a statement.

The ad was placed by a retail location in an affluent area of in
Australia’s most-populous city, Sydney. However, the controversy has
affected the whole chain, and officials are promising consequences for
those involved.


The Guardian
reported
:

“Optus proudly supports diversity and employs staff representing more than
70 nationalities,” Optus’s human resources vice-president Vaughan Paul said
on Friday. “This error is completely unacceptable and a clear breach of our
advertising standards and commitment to equal opportunity employment.”

Paul said Optus would be looking to take “disciplinary action” against
those involved.

The company also took to social media to defend its record on diversity and
inclusion.

[FREE DOWNLOAD: 13 tips for preparing for a crisis]

Many were stunned by the gaffe:

Others promised to switch their provider:

Others noted that the ad was in violation of Australian employment law:

Others had more fun with the specificity in Optus’ request:

The crisis for Optus comes as many companies are facing backlash over
racially insensitive statements and advertisements, both globally and
domestically.
Heineken apologized for advertisement that said “sometimes lighter isbetter,” and
H&M faced criticism for a print ad that portrayed a young black boyas the “coolest monkey in the jungle.”

PR pros should be careful to consider the optics of their statements and
run potential messages past a diverse test audience, or they risk social
media furor.

In Optus’ case, an investigation has been launched to find a responsible
party and protect the brand’s reputation. Reporters talked to residents in
the Neutral Bay neighborhood, who were also appalled by the ad.

Australia’s ABC News reported:

Neutral bay local Norman Hussey, 74, said he could not believe a business
would advertise something like that in 2018.

“They should really have a long hard look at themselves,” he said.

Another local, Astrid Smith, 61, said it was “wrong”.

“It’s breaking the law isn’t it?” she said. “I’ve been living in the area
for 30 years, and yes, it would stop me going in that store.”

Tom Carlin, 23, said it was “un-Australian” to discriminate like that.

“We’re an inclusive nation, and they should realise that,” he said,

How would you advise Optus to restore its reputation, PR Daily
readers?

(Image via)



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