Picture's worth a ... for Your Employer Brand

In my day-to-day, I come across many job advertisements ... some good, some in need of improvement. One aspect of job ads that puzzles me lately is the posters choice of imagery. Now don't get me wrong, it's great that companies are advertising their openings and hiring during the coronavirus pandemic. However, those doing the posting might want to review stock and other images they chose to convey their employer brand during the crisis.

I challenge recruiters, recruiting managers, hiring managers and employer branding professionals to take a look at the images you are using in your job advertisements and social media posts currently. Observe whether or not they are truly communicating the right message about your employer brand during this unique time in human history. Better yet, have someone on your marketing or corporate communications team review and provide their opinion. We all must be extra-sensitive and not appear 'tone deaf' in our recruitment marketing. Additionally, it doesn't hurt to have a call-out on your careers page that details your current hiring process.

Here are some examples of what not to do image wise! I found them all posted on LinkedIN on April 21, 2020, so rather recent. I tried to obscure which company or person did the posting. Not wanting to shame anyone, just point out what NOT to do.

Example 1: So much for social distancing here.

Example 2: Can you recall the last person's hand you shook?

Example 3: Yes, veterinary services are essential businesses but where's your PPE!

Example 4: Some more healthcare workers without PPE.

What your company does now during the crises will reflect on your employer brand and company brand for many years to come.

Stay safe and healthy and be kind to all you encounter (six feet apart!).