The Harlem Shake Does Not A Culture Make

It’s almost impossible to believe that an internet sensation combining some of my favorite topics -- workplace culture, internet trends, viral videos -- could manage to turn me off but yes, it’s happened.

The explosion of Harlem Shake memes has put me on a rant as I wonder: Is it really good for your company’s brand? 

You say it makes your employee culture seem fun? I’m sure it was fun for the people in it and the hours it took to prep and shoot, but next week will it look as stale as your holiday party pictures from 2011?

You say the video differentiates you in the marketplace? Considering you’re doing almost exactly the same thing as Dr. Pepper, Puma, Intel, Rackspace and dozens of other companies, probably not. At this point, there are probably more companies that haven’t made these videos than those that have. In my mind, your brand may be a follower instead of a leader.

Yes, your employees seem to be having fun, but if I’m an applicant, I just want a job. I have a degree, valuable skills, and a creative mind. I care about pay, flexibility, benefits, and work-life balance. I care about integrity and ethics and social responsibility. I care about travel and conferences and taking my dog to work.

I want to see videos that speak to the things I think are important from the people you think are important. 

 
If you think like me, I have great news.

Today marks the start of TED2013 conference. More than 70 speakers from 14 cities and six continents will be delving into world issues, personal identity, spirituality, and music. It’s virtually guaranteed that these activists (like Bono), thought leaders, economists, and politicians will not be dancing. I encourage you to watch riveting talks by remarkable people and hear ideas worth spreading. 

If you don’t think like me, here’s a site dedicated to the more than 60 advertising agencies agencies doing the Harlem Shake.