One of the most fascinating cultural panoramas takes place with the arrival of every new generation of teenagers. I’m referring to the driving need of adolescents to be seen as different from the previous generation, and even more importantly, from each other. Yet within that context, millions of teenagers actually become increasingly homogenous in both language and appearance. In striving to be different, they become more similar. The first pair of bell-bottom jeans, the first head of spiked hair, the first nose piercing – all arrestingly different. The one-millionth version of each – not so much.
It is a marvel that is consistently replicated in the world of employment marketing. If I were to advise companies that they should invest in advertising that looks and sounds just like everyone else’s, I would quickly be shown the door (not to say that I’m not shown the door for other reasons, none of which has anything to do with my penchant for using sock puppets in presentations). Yet, this is where so many companies end up, despite significant investments in market research and creative development. Sometimes it’s the misapplication of graphic standards, sometimes it’s a low level of comfort with standing out from the crowd, and sometimes it’s just driven by personal preference. But regardless of the reason, it is always bad strategy.
THE PURPOSE OF ADVERTISING IS TO BE SEEN, TO BE NOTICED, TO BE REMEMBERED.
On the other hand, the purpose of camouflage is to keep something from being seen.
Based on these arbitrary, yet appropriate, definitions, I have come to the conclusion that most employment marketers are in the camouflage business. (If you think I am exaggerating, take your own inventory of various company advertising campaigns, and determine what percentage really, and I do mean really, stand out.) Now, to get out of the camouflage business, all one has to remember is that advertising is the tool for getting the message out, not the message itself. Let it do its job and your job will become much easier.
It’s a simple idea. As simple as remembering there are other colors in the spectrum other than blue.
Shouldn’t the television show “24” be called “72” by now?