Who Are These Shiny Happy People On Your Website?

Business

02.19.2008 | Chris Bailey

I’m casting out a challenge to organizations who use stock footage of employees on their websites, in their PowerPoint presentations, and in their marketing brochures. Here’s the challenge: STOP IT! Do you honestly think you’re fooling anyone by using these glossy, made-up people who are pretending to give a shit about what your business does? It’s phony and incredibly inauthentic and it’s not working.

Please, take each and every one of these pictures and burn them (both literally or figuratively if they infest your corporate server). Go and take a good look at the folks who actually do work for you, who do actually give a shit about your business every day. Put them front and center on your website, in your presentation templates, and in your marketing collateral.

If you want to put a human face on your organization, start with the human faces that actually power your organization.

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3292 Responses2008-02-19+19%3A44%3A14Chris+Bailey to “Who Are These Shiny Happy People On Your Website?”

Steve Roesler (March 3rd, 2008 at 11:45 am) Reply

Chris,

Thanks for doing this post and saving me the time !

Maybe I’m just overly-sensitive about life as a staged event, but these kinds of shots just drive me nuts. When we started to discuss putting together a website, the first thing I insisted on was that every photo had to be something that was happening–or had happened–for real. Except for one (which will be changed), the graphics dude has stayed the course.

Now, if I could just look like George Clooney. . .
Chris Bailey (March 4th, 2008 at 7:32 am) Reply

Thanks, Steve! I was worried that this post kinda slid below folk’s radar…which is a shame considering the prevalence of this particular marketing technique. When I ask why they choose stock employee photos, I’m always astounded by the responses I get from marketing folks. It’s usually either a need to be “perceived” as multicultural or the pix were the best photos they could find through their photo service. You know…we have to look professional now. What a load of crap!

And thumbs up to you for insisting on authentic pix on your website. I can’t agree more with your criticism of “life as a staged event.” Organizations get a little too slick for their own good and then wonder why it’s perceived as inauthentic and out-of-touch.

I appreciate the inspiration you ignite in my own thinking! Keep it coming!

Profile

I help business leaders and their organizations improve how they relate to their customers, employees, and other critical stakeholders. It’s born out of my belief that individuals crave meaningful relationships and want to be involved with companies that connect with them personally. I’m devoted to helping organizations discover the unique qualities that make them remarkable.

I’m currently a Master’s student at the University of North Texas studying business anthropology.