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 branding is a recruitment strategy only when it depicts the occupation the agency must fill. A tech-office aesthetic that hides trenches and storm duty attracts the wrong self-selection and drives away lineworkers. Rebuilding creative around the actual job, hazards, and crew identity is the SPHR move. Paying more for a false brand, going more corporate, or abandoning branding does not fix occupational misfit.