Airbnb - The Best PR Message During the Covid-19 Crisis

A lot of businesses are facing difficulties during this pandemic. The travel industry that has the worst hit as people no longer can travel due to the various governments' restriction. Airlines may face bankruptcy. Airbnb is not spare from this crazy time. Airbnb recently published "A Message from Co-Founder and CEO Brian Chesky" on their website.

In summary, Airbnb admitted that they do not know when exactly travel will return, and they would need to relook into their business model. Out of their 7,500 Airbnb employees, nearly 1,900 teammates had to leave. However, job support will be given to these members. CEO Brian will be reaching out to all the remaining members to provide clarity.

Having said this, Airbnb did something remarkable that rings true to their branding and culture.

1. Transparency

CEO Brian Chesky did not hide his intentions for the business. He was very forthcoming about the unknown future and the business models. He did not sugar coat his message to provide an unrealistic hope of the state of the company right now. CEO Brian Chesky's letter also describes what will happen after the announcement. He even included the set of guiding principles for the retrenchment exercise. Throughout the message, the plain language was used. There is a clear structure for each of the step the company is going to take.

2. Airbnb shows compassion

Airbnb chose to be transparent about their approach, rather than springing surprise layoffs. This step has built some raw connections with the teammates. At the same time, dispersing the culture of fear of the unknown. Airbnb had to let go of 25% of its people, but they provided job support for them too. This gesture tugged at my heartstrings. I remembered when I was young, I had to attend several interviews to secure my first full-time job. One of these interviewers actually referred me to another job. It’s really kind of him. I can remember the kind gesture until today. Let's be real, not all companies, including MNCs, would show such compassion. The kindness shown by Airbnb is priceless. In the final part of CEO Brian Chesky's, he showed gratitude to all his colleagues. His message makes everyone feel valued as individuals and part of the Airbnb family.

3. Saying Sorry

"To those leaving Airbnb,
I am truly sorry. Please know this is not your fault. The world will never stop seeking the qualities and talents that you brought to Airbnb…that helped make Airbnb. I want to thank you, from the bottom of my heart, for sharing them with us."
- Brian Chesky, CEO Airbnb

Sometimes saying sorry can be a tough thing to do. CEO Brian Chesky chose to admit, acknowledge and accept the current situation. He provided a clear message to everyone. He chose to be vulnerable and apologise to those who had to leave. Like I said earlier, some companies will give you a surprise attack without apology and request that you vacate within the same working day.

Airbnb mission is all about belonging. One thing for sure, this message does make outsiders, even me, feel that the company treated one another like family. They care and respect one another. Both the branding and culture of the company is on point even in time of crisis.

Hands down! This is the best PR message that I had read during this Covid-19 pandemic.

Also, comment below and let me know what other marketing content that you want to read!

x, Esther