Gap Inc., struggling to make its brands stand out in today’s crowded marketplace, is turning its workforce loose on social media in an attempt to recreate some of the buzz for which it was known in the ’80s and ’90s.
The clothier—which operates the Gap, Banana Republic, Old Navy, and Athleta chains—gives each of its 134,000 employees a no-nonsense social media policy, and nowhere does it recommend to “just cinch it.” The policy is broken down into three categories, “Keep in mind,” “How to be the best,” and “Don’t even think about it.”
The guidelines were presented last week by Gap Inc.’s social media team as part of a crisis communication conference, hosted by U.K.-based Ethical Corp. The guidelines are not posted for the public, but highlights were taken directly from the handy, iPhone-size, five-fold brochure given to each employee. The brochure is titled: “OMG you will never guess what happened at work today!!”