• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Facebook parental leave backs the brand

I’ve always had a love-hate relationship with its site, but the Facebook parental leave is one idea I can admire.

Facebook has made it too easy to spend a considerable amount of time on general meaninglessness. Lives are often glamorized to unrealistic levels. Opinions are exasperated. And relevance boils down to how many likes or comments you are able to collect. Seems a bit like a fruition mentioned in Yeats’ Second Coming: “The best lack all conviction, while the worst/Are full of passionate intensity.

Facebook parental leave
Facebook parental leave is living the brand.

My relationship with Facebook is peculiar. It’s easy to get hooked. Yet, I’ve found myself in discourses with family members and friends, or worse, a troll on my page. There have been times when I cancelled my account, blocked people and de-friended others. Passive aggressive stances, I must admit.

Like all things, it’s about balance, one that I believe I have come around to finding. Funny, with the recent news that Facebook parental leave allows all employees to take four months of paid leave, it seems Zuckerberg & Co. have found some balance, too. And just maybe, Facebook does care.

Unlike Netflix’s newsworthy parental leave policy, which grants some employees with 12 months and others with 12 weeks, Facebook seems more genuine and real.

Lori Matloff Goler, Facebook’s head of human relations, had this to say about the new policy:

“We want to be there for our people at all stages of life, and in particular we strive to be a leading place to work for families. An important part of this is offering paid parental or ‘baby’ leave.”

The effect of Facebook parental leave on its brand.

One part of building an effective brand that often gets missed is how the company itself fulfills a brand promise. In a strange (and not altogether politically correct) way, a brand like Walmart that promises the lowest price probably shouldn’t have high-paying employees in its stores.

For Facebook, its brand is about social interaction of all things in our lives, including work-life balance. If Facebook doesn’t act the brand, then it eventually becomes less believable.

The Facebook parental leave backs up the brand.

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