Stock photography is cheap and easy, but it’s not always a great idea. In certain situations, of course, it can be a good solution. When you want to communicate a concept, like collaboration or growth, you might use symbolic or metaphorical photography. If you want a simple visual to illustrate a topic like the 401K, you can find tons of nice shots of piggy banks or gold coins or other relevant objects.
But don’t use stock to represent your employees. It instantly communicates inauthenticity, but even more important, it’s forgoing a fantastic opportunity to build engagement.
Let’s start with the inauthentic part. People can spot a model a mile away. When you use stock in employee communications — to represent real employees — you’re not fooling anyone. Everybody knows those aren’t really employees on the intranet or in the brochure or wherever you’re using stock photos.
Then consider what happens when you photograph actual employees. All three of the following benefits make it worth considering the effort and expense of original photography.
1. Making heroes of your employees: Our culture is fascinated with celebrities, and when you use photographs of real employees, some of that show biz stardust falls on each of those individuals. But like a pebble in a pond, a heroic shot of one employee also creates a sense of pride for all those other employees out there who can look at that photo and say, “Hey, that person is just like me.”
2. Connecting employees across silos: One of the best ways to break down silos is to help employees develop human connections with the people in other silos. When you can put a face on a colleague, whether that person is down the hall or across the globe, you humanize them. Besides, employees love looking at photos of each other. Employee photos consistently get positive responses in all sorts of internal communications. If you’re creating a library of employee photography, or shooting numerous photos for a large project like a vision book, try to include as many silos as possible. Try also to cover a diversity of job function, seniority levels, ethnic backgrounds, age and gender.
3. The shoot itself builds engagement. When you have a professional photographer in the building — along with the accompanying lights, cameras and makeup stylists — it creates excitement. Employees want to know what’s going on, they want to be involved, and they will tell everybody they know about the shoot at work. Create more assets to use in internal comms with “behind the scenes” photos of the shoot in progress. Get shots of employees in the makeup chair, the photographer working with his subjects, the glamour of a working set. Those BTS photos are sometimes even more engaging than the professional shots by the real photographer.
Interested in the possibilities of employee photography in your organization?Tribe can help.