A municipal electric utility posts a day-in-the-life brand video modeled on a tech-company office montage, and target lineworker candidates bounce after seeing laptops instead of poles. What should the CHRO do to the employer brand?
Select an answer to reveal the explanation.
Short Explanation
Advertising a coffee-shop laptop job when the opening is for people who climb poles is like selling a kayak with a sports-car ad. Show the real work or the people who can do it will click away.
Full Explanation
Employer brand must show the real occupation. When a municipal electric utility posts a tech-company laptop montage and target lineworker candidates bounce, the CHRO should rebuild the brand around line work, storm response, and crew culture the utility actually needs. Selling a kayak with a sports-car ad makes the people who can climb poles click away.
Keeping the laptop video and raising starting wage leaves the mismatch intact and attracts the wrong self-selection. Replacing field photography with corporate skyline stock doubles down on inauthentic branding. Stopping employer-brand work entirely and relying only on civil-service lists abandons proactive attraction without fixing the message.
Exam caveat: authentic field branding still must be truthful and nondiscriminatory; showing real work is not permission to exaggerate danger or exclude. The concept is occupationally honest brand for skilled trades.
Operational check: reshoot brand assets with real line crews and storm response (safely and with consent); test creative with candidate focus groups; measure click-to-apply among licensed or apprentice-track candidates; and retire the laptop montage for lineworker requisitions.