A potential customer asked for “action pictures” of their employees. What do the employees do at this financial company? They sit all day long and tap away at their computers.
Five weeks ago, I photographed at an office which was an entire floor of employees quietly typing inside beige cubicles. I was also recently at a healthcare company’s warehouse-sized call centre that was wall-to-wall cubicles of employees talking on telephones while they typed on computer keyboards.
Even at a tech company’s office, which is well-known for its fun decor and in-office perks, the employees sat quietly at tables tapping away at their laptops. (This tech company office had no landline phones except for the receptionist. When I stood in this office, the only sound I heard was that plastic clicky sound from keyboards.)
So where’s all the action?
How do you make an interesting photo of your business when your company appears to be just employees sitting at computers? When you have no exciting office activity, what story should you tell to help market your company?
Storytelling has become a trendy buzzword and many folks use it without really knowing what it means or why it’s important. A story can be literal or it can be implied through the use of editorial photography.
Stories are important for three reasons:
1) Our brains inherently seek out stories rather than a list of information. A story engages more of our brain. This increased brain activity causes us to pay more attention. We also tend to remember a story much more than a list of facts.
2) By telling a story, you can guide the viewer in the direction you want. A story lets a viewer discover what you’re trying to tell them. This helps build credibility.
3) The sole aim of editorial photography is to provide information. People rely on editorial photography more than advertising photography. Using editorial photography helps build trust.
If the only activity at your company is employees sitting at computers or talking on telephones, what possible story can you tell?
Many companies use pictures of employees sitting at desks, grouped around a boardroom table, walking along a hallway or standing in front of a company sign. But are these photos effective? These types of pictures are the easiest to do but they don’t say anything. There’s no takeaway for your potential customers other than you have employees, desks, a hallway and a sign.
If your day-to-day business activities aren’t particularly photogenic, then consider making your story not about your employees or office decor but about your customers. Or to more precise, make the customer’s story your story.
Create visual testimonials, visual proof that your company does what it promises.
Show how your customers benefit from your company. Show them using your products or services. Let potential customers see themselves in your current customers.
You need good editorial photography to make this successful. You have to hire a professional photographer who can produce smart, environmental portraits of your customers.
Visualize your company through the eyes of your customer.
