After 3 fruitless months trying to convince young people at local high schools and colleges to explore a painting career, Elsie Hobbs, business manager at Pristine Painting, had a unique idea.
“Over and over again I was hearing that what we offered was just too stable of a job, essentially,” says Hobbs. “Decent pay, benefits, a 40-hour work week, overtime… It’s not what they wanted. These young people apparently need more adventure, artistic expression, and less accountability.”
As a solution, Hobbs rebranded her hiring ad to read like this:
“Are you tired of working for some big corporation? Are you sick of letting your value be dictated by a dollar sign? Come dedicate your summers to something bigger, something challenging, something unique. We’re looking for free-spirited Artisan Applicationists who are ready to improve communities, and will demonstrate vintage craftsmanship while enjoying deep conversation, fair trade coffee, and all the Edamame beans you can eat. Don’t settle for a job when you can have an experience!”
“It worked,” Hobbs reports. “We now have 15 local hipsters working for free. And, we’re showing up on Instagram… a LOT. So, there’s that benefit too.”