FOMO – Sometimes less is more
FOMO is an acronym that stands for Fear Of Missing Out. It describes the fear of missing out on something good, useful, trendy, or socially relevant. The term is familiar to professionals in HR and sociology, as it increasingly appears in discussions about Millennials and Gen Z, who often experience their personal connections online, primarily through social media platforms.
What this article covers:
- Origins of FOMO
- How does it relate to HR?
- What does it mean in practice?
- What does FOMO teach us?
Origins of FOMO
However, the creator of the term, Patrick J. McGinnis, did not originally develop the concept in relation to social relationships. Instead, he applied it to businesses, more specifically to business leaders. In a 2004 article published in the Harvard Business School magazine, McGinnis described leaders who pursue too many directions and jump into too many opportunities because they believe each one might be a great idea — and they do not want to miss out on any of them. Or worse, they fear that the one opportunity they ignore might turn out to be the truly groundbreaking one.
The downside of this mindset is obvious. Unfocused action and overly diversified activity drain resources and prevent leaders from generating concentrated, high‑quality, in‑depth presence in any chosen direction.
How does this relate to HR?
Employer branding, recruitment, events, and maintaining team motivation can all be achieved through many different channels and tools. Naturally, it is impossible to use all of them, which makes it essential to choose tools and channels that align with the company’s values — and then follow the chosen path with quality and consistency. Too many communication channels or overly diversified presence can undermine credibility, as the company cannot invest enough energy into delivering high‑quality execution across all of them.
What does this mean in practice?
Even at the very beginning of building and maintaining employer branding, HR professionals may face FOMO‑type questions. Which communication channels should the company use? Website, Facebook, Instagram, YouTube, TikTok, podcasts, radio, TV, streaming platforms, LinkedIn, etc.
It is not possible to choose all of them. Select the channel(s) that fit the company’s image and identity, and follow them consistently. The key principles are continuity and consistency.
For example, a company may decide to maintain a website (which is essential), create and manage a Facebook page, and commit to a regular radio segment. In this case, all three channels must be kept active and “alive” over time. It undermines credibility in the eyes of job applicants if the company has a Facebook page that is rarely or never updated. Similarly, if the company invests time and energy into radio appearances, it should not abandon the effort after a few months simply because the results are not immediately measurable. Whatever channel is chosen, it needs time to mature and become known.
In a rapidly changing world, new trends emerge frequently. We must be mindful about which ones we join, as not every trend proves valuable in the long run. For example, it is not necessary to be present on TikTok — even if it is considered “trendy” — if the company lacks the capacity to produce video content at least weekly, or if the platform does not fit the company’s image.
The same applies to events and benefits aimed at maintaining motivation and loyalty. Companies must choose which benefits align with their values and which ones they can sustain over time. It is not feasible to organize major team‑building events every month. It is enough to focus on a few events, organize them consistently and with quality, and ensure that as many employees as possible can participate. The goal is not to have many different events with low attendance, but fewer events with high or maximum participation — because that is what truly serves the purpose of team building.
What does FOMO teach us?
The concept highlights that HR professionals should not get lost in the abundance of advertising, communication, and motivational tools available. Instead of trying to use too many tools or frequently switching between them, HR should make targeted choices and apply the selected channels, methods, and benefits consistently and sustainably.
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