NEW YORK â€” Amazon is taking an out-of-the box approach to answering its critics â€” paying workers to be â€śambassadorsâ€ť and tweet full-time about how satisfied they were at their jobs.
One worker who Amazon says used to pack boxes at its warehouse in Jacksonville, Florida, tweeted about air circulation at the online retailerâ€™s warehouse being â€śvery good.â€ť Plus, the worker whose account gives her name as Shauntrelle, says workers there get two 30-minute breaks during their 10-hour shifts, something she calls â€śa benefit.â€ť
Others on social media were skeptical of her cheery messages, calling her a bot. Shauntrelle responded to them, too, even with a misspelling: â€śWe are totally noraml and not bots and we are totally happy working for an amazing company.â€ť
The tweets are part of Amazonâ€™s plan to fight back against negative headlines and online chatter about poor working conditions at its warehouses. Workplace experts say negative tweets can be a turnoff to potential employees who have more options during a strong economy. And Amazon will soon need to hire thousands of temporary warehouse workers to pack boxes during the hectic holiday shopping season.
â€śItâ€™s important that we do a good job of educating people about the actual environment inside our fulfillment centers,â€ť Amazon said.
The â€śambassadors,â€ť as Amazon calls them, reassure critics that they are allowed to take bathroom breaks and that they make enough money to pay their bills. Some defend Jeff Bezos, Amazonâ€™s CEO and founder: â€śMr. Bezos pays me a very comfortable wage,â€ť one of them wrote, responding to a tweet that compared Amazonâ€™s wages to Bezosâ€™ billions.
Amazon did not say how many workers it has enlisted for its ambassador program. The company also didnâ€™t respond to a request to interview them, but did say the ones quoted in this story are genuine.
The Twitter accounts all look alike: They were created in August and have Amazonâ€™s smile logo at the top of their pages; some have fewer than 20 followers. They clearly state that they are ambassadors for Amazon, but list only their first names. The Associated Press could not verify their names or reach them. Amazon says its ambassadors are not scripted or told what to write.
Amazon has good reason to try to clean up its online reputation. The job market is strong, making it harder to find people to work in its warehouses. Potential employees search Twitter to learn about companies, says David Lewis, CEO of human resources consultancy OperationsInc, and positive messages could â€śmitigate the sting or biteâ€ť of negative ones.
Some of Amazonâ€™s cleanup crew target a loud foe of the company: U.S. Senator Bernie Sanders. His Twitter account, which has nearly 9 million followers, frequently points out the disparity between Amazonâ€™s median employee pay and Bezosâ€™ vast fortune. When one Twitter user responded to Sanders by suggesting that Amazon employees organize a union, an Amazon ambassador responded : â€śThe only thing I need to organize is my closet.â€ť
Sanders, in an emailed statement, said, â€śIf Amazon actually paid all its workers a living wage and treated them with dignity, they would not have to pay dozens of people to tweet all day.â€ť
Pay at Amazonâ€™s warehouses varies by location, according to its job postings. Its starting pay is $10 an hour at a warehouse in Austin, Texas, and $13.50 an hour in Robbinsville, New Jersey. The median pay for an Amazon employee last year was $28,446, according to government filings, which includes full-time, part-time and temporary workers. In comparison, Bezosâ€™ total compensation was nearly $1.7 million. (Most of Bezosâ€™ wealth is tied to Amazon.com Inc.â€™s stock price: His 16 percent stake in the company is worth more than $150 billion.)
â€śAs an Amazon employee, I can tell you that I would never feel resentful about Mr. Bezos,â€ť one â€śambassadorâ€ť wrote on Twitter about the disparity.
Itâ€™s not just tweets â€” the ambassadors also want critics to see Amazonâ€™s warehouses for themselves. They post links to warehouse tours that the company has offered for a few years.
â€śSee if you can take a tour,â€ť Shauntrelle the ambassador tweeted to one user. â€śAnd then you may have a different opinion about the â€śfamously hideousâ€ť amazon that you speak of.â€ť
Contact Joseph Pisani at http://twitter.com/josephpisani