Elon Musk Takes Twitter: But What About the Employees?

If all goes according to plan, Elon Musk’s recent deal with Twitter won’t be in effect for another few months. But what will a new sheriff in town mean for Twitter’s current employees? There is much speculation about the way Musk will change the user experience of Twitter but less is known about how he will shape the internal leadership and culture of the company—and if everyone is on board. 

Musk’s new vision for Twitter 

On May 6, Musk responded to a Fortune article about a surge in job seekers looking for open positions at the company. He noted on Twitter that if the acquisition is completed, the company will be “super focused on hardcore software engineering, design, infosec & server hardware.” He added that the corporate work ethic going forward will be “extreme.”  

The Fortune article reported that while interest in prospective roles at Twitter has “skyrocketed more than 250%,” the company is unsure of the effect Musk will have on employee recruitment and retention (regardless of whether the takeover is successful or not). His tweet did not go over well with everyone, including those who fretted about the impact of his expectations and work style on the company’s culture.  

How should Twitter prepare? 

The news media coverage about Elon Musk and Twitter have understandably created a lot of conversation inside Twitter, including anxiety and uncertainty, which usually happens when any company is in the process of being sold (especially in such a public way). How should Twitter and other companies in a similar situation move forward? 

The first step in this process is to listen to the concerns that employees are already expressing. Although CEO Parag Agrawal told employees that there were no current plans to make layoffs, employees have already reported feeling “genuine discomfort and uncertainty.” Along with concerns about layoffs, this deal has surfaced questions about hiring freezes, a mandatory return to the office, and backtracking on initiatives employees have worked on to make the Twitter platform a safer one. 

Amid the Great Reshuffle, not having concrete answers to these concerns can prove to be costly to a business. Millions of people have already left their jobs in search of more flexibility and companies that align with their values. It is crucial that Musk and the current Twitter leadership acknowledge these concerns and develop a broader recruitment and retention strategy that includes listening, acting, and communicating how the company is working to support its people. 

Here are some additional ways Twitter (and any other company) can forge deeper connections, digitally: 

Lean into D&I initiatives 

Musk recently criticized of Twitter’s top lawyer, Vijaya Gadde, for blocking a story on New York Post story on Hunter Biden in 2020 and promoting a left-wing bias on the platform. A wave of online abuse and racism targeted Gadde’s Indian heritage followed the Tweet. 

No matter how Musk chooses to approach censorship for the platform, it is critical that the company creates a united front against hate speech so that it can create a safe environment for employees and align itself with its existing D&I claims. 

Continue to recruit fresh talent 

Twitter already has a robust job board for individuals just starting their careers. Not only is this a great way to recruit young cybersecurity talent, a field that is in high demand for more professionals, but it also invites individuals who are new to the industry and more open to uncertainty or change. 

Source: Twitter Early Career

Bolster their social media presence 

Twitter has, ironically, not tweeted since the beginning of April. In the face of uncertainty, it is important that they still showcase their values, initiatives, and brand identity through their digital presence.  

Twitter issues a risk report for investors  

Meanwhile, Twitter has its hands full managing investor expectations. At the start of last week, Twitter issued a risk factor summary as a part of its SEC Form 10-Q. It warned stakeholders that investing in Twitter’s common stock involves a “high degree of risk.” More specifically, it warns investors about the impending risks associated with potential merger failures, contractual restrictions while the merger is pending, and litigation that could arise from the acquisition (which has already emerged with a recent shareholder lawsuit against Musk).  

While the issued statement was a win for transparency, it still leaves a wake of uncertainty for other shareholders across the board – starting with employees. Twitter has an opportunity to manage that uncertainty with a thoughtful approach to listening and responding.  

More HR & talent acquisition resources:  

• 5 Tips for Recruiting and Retaining Cybersecurity Talent 
• How Should Employers Respond to a Changing Job Market 
• 5 Steps to a Successful Diversity Recruitment Program 

Contact Investis Digital 

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