As the Aligned Communcations Police Chief, I was moved to do something totally out of character when I saw a recruitment ad from a high end mall-based jewelry retailer. In fact, I sincerely thought that I was doing both the CEO and the VP of Human Resources a favor when I sent the email with the new concepts. They know that employees are customers too, and make the best brand evangelists for the bling. They're looking to spread the word. But boy... was I wrong about that!

Let me start at the beginning- we were all sitting around the cafeteria: me, the Copywriters, the Creative Director and the Account Execs reading the paper when we saw an ad that pulled us into a vortex from the last century --
REALLY. LOOK--
Are they kidding? Come join our winning team? How generic, unless of course you're recruiting for the superbowl. Surrounded by all that beautiful ice, can they think of something better? Look at their product advertising--Great colors, edgy copy.
So why did they miss an incredible opportunity to make everyone drool at the jewels? Well, we dashed out an email on the benefits of recruiting for retention-- finding candidates pre-disposed to your products who can stay, perform and sell - we even showed them how we'd do it! But when we followed up with the VPHR, he said he was happy with his agency. Then he hung up. At least he read the email. The CEO never read our email but told us if it was recruitment, to talk to the VPHR. Then he hung up! We think that the employees at the jewelry store should quit their job and find a better winning team. We're not buying any jewelry this holiday season.