Picking Winners: Your Job Is To Shake the Employment Brand Up...

Dateline: Tuesday

Location: A Conference Room at my company

Topic: 1-on-1 with member of People Team, subtopic is final selection of pictures for use in some specific employment branding materials.

So, here's the breakdown.  We're doing a cool little piece of recruiting collateral for use in campus recruiting entitled "how not to get hired", and a few weeks ago we brainstormed some copy as follows:

"Call your Mom for last minute advice from our lobby"

"Be a close talker"

"Steal sodas from our fridge.  Call 10 cans "one for the road"

"Sneeze on hiring manager."

"Look for fist pound instead of handshake at first interview"

The idea is that the copy would be overlayed in a comic-type theme on one side of the card, with three ideas featured and accompanied by a photo to be brushed to make it look like an illustration.

Obviously, we're trying to have fun and do some things that fit the culture.  Of course, I couldn't leave it alone, and I went there with the following brainstorm idea: "Pick a winner when you think no one's watching.  But we were".  The picture to accompany it?  A giant nose-pick, of course.

Sophomoric to be sure, but as I asked for feedback on the idea from my friends on twitter, a bigger question came into play.  Isn't it our job to push the employment brand and prevent it from being boring?

Now, I realize a bigger question is in play with the picture to the right - is it appropriate? But, as the feedback flowed from the machine I like to call "the twitter", it became obvious that the world is divided into three camps regarding the use of this type of image to your brand:

1. It's never appropriate

2. It might be appropriate if it somehow fits the vibe at your company

3. Duuuude - go for it, that's just plain funny.

By the time you read this, I've likely blinked and opted for a safer route.  That's probably too bad.  After all, if Seinfeld can run an entire episode around the event, how damaging can it really be?

And more importantly, are the people who say that's never appropriate good fits for who we are?  Maybe they are, maybe they aren't.  All I know is that if you're not on the edge and risking the viability of your brand from time to time, you're likely not doing enough to develop the brand.

And that makes you a face in the crowd.

Comments

[dawn hrdlica @dawnHRrocks]

If it's for college kids--go for it. If your CEO buys in---go for it. If it bombs, pick another pic. (no, pun intended twice--LOL). Nothing illegal to worry about---and like it or not recruiters are in the business of attraction. Been to a job fair lately? One word for you DULL. And they shouldn't be. The people the most bored looking are the recruiters.

if it takes some nose picking to get things going--by all means pick away.

[twitter.com/femelmed]

knowing that it's for a job fair makes a big difference. the sheer grossness of the image and its juxtaposition with all of the other staid corp literature will bring people directly to you. who wouldn't want to check out the org that puts this type of material out? it says: we're offbeat, we don't take ourselves too seriously, and we aren't afraid to take some risks. if your culture stands up to it, pick it (had to). i hope you follow-up with the hiring letter that says "we picked you because you're tasty."

f

[Michelle]

To me this is all about your culture. Would this ad turn off candidates you want to attract to your company? If the answer is no, then run it because you are talking to your target audience. If you are not sure, then I would think it is best to pull it.

But overall, I think this is an example of great creative thinking. By really challenging your thinking about what your culture is, you are better defining your employment brand.