EBA Opinion

Mark Puncher

4 Employer Branding Fails

Employer branding is on pretty much every organisation’s radar right now but not everyone’s getting it right. Here are 4 examples of what not to do, featuring people and organisations who really should know better.

1. The Game Changers - an expensive video disaster from the Department of Finance

If you haven’t seen this, where have you been? Jam-packed with cheesy lines spoken by people who clearly wish they’d never agreed to this, the video is jaw droppingly awkward. It would have been incredible as a spoof, as the SBS showed in their hilarious follow-up.

Golden rule? Using real employees for your EB video? Great. Giving them a script and stage directions? A recipe for disaster.

2. Uber… and Susan Fowler’s Blog

Uber’s employment and culture issues have been the subject of much discussion, but this blog from former employee Susan Fowler really brought things to a head.

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3. Nicholas Serota’s Boat

In this classic tale of ‘how the other half live’, the Tate Modern board decided to mark the departure of their $2m a year CEO by buying him a sailing boat. Lucky old Nicholas. Perhaps not the best idea, though, to put up posters in the staff room inviting donations from your front-line staff, some of whom are reported to be paid below the London living wage.

4. PWC and High Heels

When a PWC temp receptionist reported being sent home without pay for refusing to wear high heels, it didn’t take long for the Internet to respond. A great story of people power.


About the Author:

Mark Puncher is Employer Branding Australia’s Founder and Chief Energy Officer. Having spent much of the last 17 years with one foot in recruitment and the other in marketing, Mark loves helping fantastic, imperfect organisations bring their stories to life to engage their future superstars.

About Employer Branding Australia:

We exist to help you attract the best talent and keep them engaged. Together, we’ll create and promote your 'Why work for us?' and turn your authentic people stories into your most powerful marketing tool.

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