Salesforce CEO makes ICE jokes at company event; new Target CEO alerts employees to changes

Greetings, comms pros! Let’s take a look at a few news stories from the last week and see what we can learn from them.

1. Salesforce CEO jokes about ICE watching employees; some staff respond with anger

Salesforce CEO Marc Benioff generated controversy during a company event when he joked about immigration enforcement, telling workers ICE could track employee travel. According to Business Insider, the joke angered employees who decried it as inappropriate and tone deaf in messages posted to Slack.

“A joke about ICE surveilling employees’ travel, when there are literally employees afraid to travel for work due to current situation,” one employee wrote, according to a screenshot viewed by Business Insider.

“It’s hard to believe this company still has values when you make completely off-base jokes about ICE in your opening keynote,” another employee wrote. “That’s unacceptable.”

After Benioff’s remarks, some employees skipped further sessions, prompting Salesforce to send emails to employees about their absences. According to a second report from Business Insider, the email attempted to make employees explain themselves.

“Your absence was noted during today’s CKO programming,” an excerpt of the email posted to Slack said. “During scheduled sessions, attendees were observed in hallways, bars, casinos, restaurants, and other areas across the hotel properties instead of attending sessions. This does not meet our expectations.”

Employees told Business Insider that the response box for acknowledging the absence was limited to 250 characters.

Benioff’s attempt at jokes goes far beyond a tonal misstep. It’s an issue of double standards. If a rank-and-file Salesforce employee made the same joke on a call, they likely would have faced disciplinary action and quickly. When the CEO makes the same comment and the reaction isn’t an immediate apology, there’s a risk of eroding credibility. Employees might react to the comments themselves AND the fact that they haven’t been addressed, which may lead them to wonder if everyone has the same standards for behavior across the company culture.

What’s internal is external, and these types of comments reflect not only on the individual executives themselves, but the company too. Employer branding can take a hit – if prospective employees see the head honcho making insensitive statements they might think twice about tossing in an application. That’s the kind of impact comms pros should counsel leaders on when advising them on what to mention – and what to avoid – in their messaging.

2. New Target CEO sets the stage for change

New Target CEO Michael Fiddelke sent a memo to employees formally marking his transition into the role and setting up the company for changes. While reports state that the company is laying off 500 employees amid a company shakeup, in the memo obtained by Business Insider, Fiddelke instead focused on outlining new priorities for the company.

And while we have real work to do, we are clear on who we are, our unique place in retail and in the hearts of our guests. We are equally clear on the opportunity in front of us. Our guests want great design, real value and experiences that delight. That’s where Target has always been at its best, and it’s what grounds the important work in front of us now.

Fiddelke’s memo serves as a narrative reset. By outlining a set of top priorities, he established focus and authority while signaling brand continuity. The tone of the note strikes a fine balance between acknowledgment of the challenges Target faces and confidence that the new priorities will make life better for customers and employees alike.

3. CEO of Boston Dynamics tells employees he’s resigning

Robert Playter, CEO of robotics company Boston Dynamics, shared a note with employees announcing his resignation and succession plan. According to the memo, obtained by The Robot Report, Playter will step down on February 27, with CFO Amanda McMaster taking over the role of interim CEO until a permanent replacement is named. The memo outlined both Playter’s gratitude for his time at the company and told employees that the path forward was bright.

The company is in a strong position, poised for the next stage of growth. A new CEO will bring the experience and energy required for this next phase. Our existing leadership team is strong, capable, and united. They know what this business needs to achieve as we prepare to produce robots at mass scale, and I have full confidence that Amanda and the team will guide Boston Dynamics through this transition phase without missing a beat.

By striking a positive tone, Playter’s memo serves as a key morale stabilizer. The note’s emphasis on continuity also signals to employees that the CEO’s departure is simply an evolution of strategy rather than a bump in the road. It does a good job looking back on a past tenure with gratitude and looking forward for employees who remain after the resignation. That reassurance is key to successful leadership transition comms.

4. How about some good news?

• Studies show that lead levels in the environment have plummeted over the last 50-plus years.
• After years of pollution, fish are back in a Toronto river following a cleanup effort.
• A lost portrait by one of the first famous female painters was rediscovered in North Carolina.
• Ragan Training is an excellent place for communications professionals to find inspiration and valuable resources.
• You should be rewarded for your work. Find out how to earn an award here!

Have a great weekend comms all-stars!

Sean Devlin is an editor at Ragan Communications.