Professional Is In The Eye Of The Beholder …
I recently saw this ad …

I must admit, when I first saw it I thought it was a spoof …
While my interaction with security guards is limited, the one in this image resembles the sort of ‘fancy dress’ version you see on a stag night. Or a shit Hollywood movie.
But no, apparently it’s a real ad.
Which means their definition of ‘professional’ is someone who wears sunglasses, has their finger in their ear and can’t do their tie up properly.
I appreciate I am the last person who should talk about professionalism … and I also accept where bodyguards are concerned, the focus should be on how they protect rather than how they look … but I suppose for an industry that wants to remove the stigma of being seen as thugs in suits, this approach seems to reinforce it rather than change it.
Mind you, given how many celebs are using ‘quantity of bodyguards’ to express their fame and fortune to society, maybe the real opportunity is just offering people who look the part – albeit a bad version of it – than actually being able to do the job their title suggests they’re there for.
Filed under: Attitude & Aptitude, Brand, Brand Suicide, Comment, Corporate Evil, Culture
I recently saw this ad …
I must admit, when I first saw it I thought it was a spoof …
While my interaction with security guards is limited, the one in this image resembles the sort of ‘fancy dress’ version you see on a stag night. Or a shit Hollywood movie.
But no, apparently it’s a real ad.
Which means their definition of ‘professional’ is someone who wears sunglasses, has their finger in their ear and can’t do their tie up properly.
I appreciate I am the last person who should talk about professionalism … and I also accept where bodyguards are concerned, the focus should be on how they protect rather than how they look … but I suppose for an industry that wants to remove the stigma of being seen as thugs in suits, this approach seems to reinforce it rather than change it.
Mind you, given how many celebs are using ‘quantity of bodyguards’ to express their fame and fortune to society, maybe the real opportunity is just offering people who look the part – albeit a bad version of it – than actually being able to do the job their title suggests they’re there for.
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