Mel Kleiman

'Mr. Employer, I'm Ready for My Close-up'

March 17, 2010

FROM RETAILWIRE:
Retail executives are always saying that store-level employees are their most important asset. Now, chains are taking the importance of workers one step further by featuring them in television commercials and other customer-facing communications. Is the use of employees in ads any more or less effective than other creative approaches?      [more...]

For years, smart companies that have great employees and are also a great place to work have been using employees to attract other great employees with great success. When employers who are really not great employers use employees to talk about how great their company is, those ads fail.

Simple adage: "If you can't sell it on the inside, you won't be able to sell it on the outside."