19th March 2024
The Hands Behind John Deere’s Thumb-stopping Content
When Russia invaded Ukraine, John Deere halted all shipments heading to Russia. But someone had to tell them. Someone was charged with the task to send out a news release to inform the whole world of John Deere’s decision, including Russia. Someone typed the words on behalf of John Deere that landed in the hands of Vladimir Putin. Someone was the reason the Agriculture Minister of Russia reached out to the company.
The “someone” behind the high caliber news releases and thumb-stopping content that landed on Putin’s desk is Jennifer Hartmann, Global Director of Strategic Public Relations and Social Media at John Deere, headquartered in Moline, Illinois.
Hartman started this job amid a pandemic, George Floyd’s murder, and President Biden taking office. She said it hit like a ton of bricks. On March 1, 2020, she took over a position that had previously been held for 21 years by her predecessor.
Every morning when she starts work, the public relations and social media teams have a “social media huddle.” This quick 30-minute call is an opportunity for them to review what is happening in the world to set the tone on social media for the day.
“We don’t want to be tone deaf to what farmers are experiencing or seem unsensitive with our content,” Hartmann said.
John Deere’s social media platforms shifted from a photo dump of free advertising to cultivating a community when she took over. Her first order of business was telling everyone they could no longer use John Deere’s social media as free product advertising.
To her, she said, John Deere is more than a product. It is a lifestyle.
The strongest brands have emotional attachment to customers. Prior to her current job, she was the Gold Key Coordinator for John Deere Harvester Works.