The tabloids employ fresh-out-of-university
journalism graduates to write
unverified ‘insider-spills-the-beans’ wanna-be exposés.
And on it goes; predictable, relentless and very
boring. All from the keyboards of the inexperienced, the lazy or the
self-promoting (probably all three).
We now have another entry (thanks for the tip-off,
Steve) into this underwhelming and self-satisfied field: the smug client.
Announcing Tyro Payments‘ The Honest Job Translator video which is
two and three quarter minutes of possibly the least creative, worst-acted and
mindless piece of ’employer branding’ (trashing) that I have ever had the
misfortune to view.
What exactly is the point of this rubbish?
Why doesn’t the company spend the same amount of
time, money and energy to say something positive about their company, their
staff and their job opportunities?
Portraying a recruitment agency consultant as a
clueless, blonde bimbo may have been funny twenty years ago but in
2015 I would think that the great creative, beardy, male minds at Tyro could
come up with something just a little more contemporary and relevant.
I note that Atlassian co-founder Mike Cannon-Brookes is on the Tyro Board
(which consists of 8 men, 0 women). Atlassian have been an outstanding
example of being creative with their recruitment/employer branding (and
including recruitment agencies in their sourcing streams) without resorting
to dull pot-shots at recruiters. I hope Mike takes an interest in Tyro’s
recruitment methods and finds an opportunity to take them to one side for a
quiet word about how they might improve.
The fact that Tyro are running generic ads such as this one on SEEK (a job
board – how cutting edge!) via a recruitment agency (Evolution Recruitment; I
wonder how they feel about Tyro’s video?) probably says all you need to know
about how effective their The Honest Job Translator campaign has been.
I would hope that Tyro have fired the ‘creative’
person/s who came up with their campaign and are now focusing on the positive
news they have to sell (I’m sure there’s plenty of it if they care to look),
without having to resort to recruiter-bashing and brand trashing.