A job advert that stated ‘no vegans’ in a bid to garner attention – has received exactly that.
However, the attention has come in anger, facing backlash from a community of vegans who believe the advert is discriminatory – Kent Live reports.
The advert, posted by Advertainment Media in Tonbridge, Kent, for a video editor, featured on jobsites including the Government’s Universal Jobsearch, and Indeed, has caused a social media fracas, with several vegans venting their frustrations on the Facebook group ‘100% Vegan Products.’ Many said they reported the discrimination to The Vegan Society.
In fact, the ad goes against The Equality Act 2010, which states that it is illegal to discriminate against people based on what they choose to eat.
Subsequently, the advert was changed, but it has since been deleted. Before it was removed, an explainer was added saying that the advert was “intended to generate a bit of attention to increase number of applicants” – but that the company didn’t care who the applicants were or what they ate.
The role, which was for the company’s office at Riverside Business Centre, also included other offensive statements, including: “What I’m really after are Vloggers/self-shooters who want flexible hours, idk about training etc as my good editors came from no training, whereas the rubbish ones are the ones with degree etc.” (sic)
The wage, advertised at £1,250 a month, also came with an explanation: “Similarly wage is thus, as, I’ve hired multiple editors/camera people in last 12 months – some started on £15K basic are now on £25+ basic lots of travel too) and those that I started on an £18K basic were awful.”
Louise Davies, Head of Campaigns and Policy at The Vegan Society, said: “We contacted Advertainment Media about the advertisement and the Director called us to say that he only included the ‘No vegans’ line to get a response and that he would be removing the advertisement. He said that it was a joke. The Vegan Society made clear to him that we consider the advertisement to be in breach of the Equality Act.”
Kent Live contacted representatives of Advertainment Media, but at the time of reporting, received no response. Recruitment Grapevine recently reported on the nature of obnoxious job adverts, and whilst humour is a successful differentiator, it can detract from the quality of candidates that apply for the role in question.
Writing in the International Journal of Internet Marketing and Advertising, researchers from Finland, Eeva-Liisa Oikarinen of Oulu Business School and Jaakko Sinisalo of Oulu University of Applied Sciences, have found that whilst humorous campaigns increase exposure, they can lead to flippant applications. Furthermore, a funny campaign can work against the company if a prospective candidate finds that the work environment does not reflect what was ‘sold’ to them in the job ad.
More serious candidates – qualified for the role – could also be put off from applying if the campaign comes across as too frivolous.
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Source: Recruitment Grapevine