Hiring Based Solely on Image

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All business have the right to run it how one chooses. The main objective businesses have is to make the most profit in the most efficient time. For the most part, it starts with the employees. Most stores and companies select people who project a specific image to give the store an advantage by enticing customers. It is a strategic option to increase revenue and from the looks of it, for most stores it works. The reason for hiring people based on image is purely because of money. For example, Apple most likely does not care about the employees appearance, as long as the person is knowledgeable on the merchandise but at Hooters, the employees must be females and have certain attributes regarding one’s appearance. The company’s intentions are to raise the most money while staying within the boundaries of company policies, however, there are some accidental results that are not purposely done. Businesses should be able to hire based only on image.

To say businesses focus on how much money is made is redundant but true. Marshall Cohen is a senior industry analyst with the NPD Group, a market research firm. Cohen believes the best technique to be the most efficient is to advertise brands. He thinks that the best environment that is most appealing to the community is the younger and fashionable market. Millions of people purchase attire with brand logos on them and those people are basically walking billboards. People are coincidentally advertising for companies, making one’s self a brand enhancer. It is similar to being an employee but those people do not get paid. Projecting the brand is crucial which is why businesses try to hire people who project it correctly. Cohen states that getting the consumers attention requires different ...

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... the image the company requires, then the employer has the authority to reject the person, even if the individual is experienced or brilliant in the specific field the store needs.

It is not wrong for businesses to hire based only image. It is a logical method to raise more revenue and the company is able to do whatever is the most efficient option. Some decisions that corporations make often make people feel inadvertently discriminated against. However, the intentions they have are to attract more customers. Companies should be able use the most efficient methods. Cohen completely agrees with these methods because they are active in today’s markets. Advertising is ubiquitous and pervasive, and is the easiest and fairly efficient way of attracting customers. Image is not pure looks but also the individuals traits and those are what business employers seek to have.
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