Cynet Systems, an information technology staffing and recruiting company, posted a job listing that included “preferably Caucasian” in the job description.
The account manager job was posted on LinkedIn along with other sites.
The listing was deleted after outrage broke out on social media, with users directly confronting the company through Twitter.
Uh, hey @cynetjobs – what’s with this? Your job listing for a mid-senior level business development position’s top qualification is “Preferably Caucasian” How could you POSSIBLY think that’s okay?
The company responded a day later on Twitter, apologizing for the offensive job post.
They stated that “the individuals involved have been terminated” and that the incident does not align with their “core values of inclusivity and equality.”
Cynet apologizes for the anger & frustration caused by the offensive job post. It does not reflect our core values of inclusivity & equality. The individuals involved have been terminated. We will take this as a learning experience & will continue to serve our diverse community.
Twitter users responded to this apology with continued dissatisfaction, and one person even shared another example of the company being discriminatory.
This user found a job posting from the company that was seeking out a female-only candidate.
While Cynet Systems has yet to comment specifically on this user’s tweet, they issued a second, longer apology on Twitter the following day.
Co-CEO Ashwani Mayur stated that their “workforce is over 60% minority” and that they are “certified as a diversity supplier by the National Minority Supplier Development Council.”
Twitter users responded to this second statement with continued anger and outrage.
@cynetsystems You’re a STAFFING firm? You put this ad up and you’re a professional staffing consultancy? So. Here’s what happens now. Every single company that has used your services is going to have to review their own records to see if their hiring through Cynet conforms to EEOC standards.
@cynetsystems Ashwani Mayur, your statement is “A white lie to cover up that Employment Gap” Your Twitter posts, which reflect a day in the life of Cynet, reflect that. You respect certain kinds of diversity, not all!
Despite their claim that they have begun a “review of all currently existing and upcoming ads to ensure no similar issues exist”, it’s difficult to say if they will recover from this controversy that continues to flood social media.
People were not satisfied with Cynet Systems’ statements that were released, but the company has yet to further address the issues.
This Cynet Systems controversy highlights the importance of brands having a strong social media crisis management plan in place.
Here are 5 things to implement and keep in mind when creating your social media crisis management plan:
- Fully assess each situation as it arises and develop a specific plan before taking action.
- Reply to people with professionalism and always provide them with a path to speak directly to management.
- If you have an outpour of negativity on one of your social media posts, be sure to address the issue as swiftly as possible. Waiting too long leaves too much room for more negativity to come in.
- Don’t simply delete negative comments from your social media posts; that can stir up even more potential issues.
- Be strategic with what you post on social media. Be weary with sharing controversial opinions or talking about touchy subjects. You need to remember that you are representing your brand, not your personal thoughts.