Shooting The Breeze is a photography blog by Gavin Jowitt, an award-winning Sydney-based photographer, offering valuable articles and advice on corporate, industrial, and architectural photography; life and photography in Sydney; and running a successful photography business.

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How tech companies attract top talent with photography

Published On: 6 April 2023By Categories: Corporate Photography
Google case study - corporate photography by Gavin Jowitt - Sydney Photographer

Snapshots of Success: How Google, Facebook and HubSpot Leverage Corporate Photography to Attract Top Talent

In the highly competitive race for talent, the power of a perfect picture is taking centre stage. Discover how corporate photography is helping tech giants attract the best and brightest minds.


From sprawling campuses to plush perks, tech firms have long been masters of curating and selling their image to attract top-tier talent. In recent years, however, corporate photography has emerged as an integral part of this strategy. Companies like Google, Facebook, and HubSpot recognise the value of visual storytelling in showcasing their brands as desirable workplaces. As we take a closer look at how these giants are leveraging photography, it becomes clear that this visual medium is transforming the way companies engage with prospective employees.

Setting the Scene: The Role of Corporate Photography

Corporate photography, as the name suggests, involves capturing images that represent a company’s brand, values, and culture. This can include everything from professional headshots and event coverage to images that showcase the company’s workspaces, products, and team dynamics. By putting a face to a brand, corporate photography allows companies to humanise their image and create a narrative that resonates with their target audience.

In the context of recruitment, corporate photography plays a critical role in providing a behind-the-scenes look at what life is like within the company, creating an emotional connection with potential candidates who may be considering their next career move.

Google: Creating a Sense of Adventure and Innovation


Google case study - corporate photography by Gavin Jowitt - Sydney Photographer


At Google, corporate photography is utilised to convey the company’s commitment to innovation and creativity, in addition to highlighting its fun, adventurous culture. By showcasing photographs that capture the essence of Google’s unique workspaces, such as the unconventional meeting rooms, sleeping pods, and recreational facilities, the company generates a sense of excitement and curiosity amongst potential recruits.

Google’s photography also highlights its diverse, inclusive workforce, portraying employees engaged in collaborative projects and team-building activities. By sharing these images across social media platforms, the company creates a virtual window into the daily life at Google, allowing potential candidates to envision themselves as part of this vibrant community.

Facebook: Capturing the Spirit of Connection and Collaboration


Facebook case study - corporate photography by Gavin Jowitt - Sydney Photographer


Facebook’s corporate photography strategy places a strong emphasis on fostering a sense of connection and collaboration. The company’s images showcase the diverse, multicultural workforce engaged in brainstorming sessions, hackathons, and team outings, reflecting the open, collaborative culture that the company prides itself on.

In addition to showcasing its physical spaces, Facebook’s photography also focuses on capturing the more intangible aspects of its culture. Images of employees celebrating milestones, attending company-wide events, and volunteering for social causes help to create a compelling narrative that resonates with prospective candidates, painting a picture of a company that values its employees and encourages personal growth.

HubSpot: Showcasing a Culture of Empowerment and Growth


Corporate photography by Gavin Jowitt - Sydney Photographer


As a leader in inbound marketing, HubSpot understands the importance of crafting a compelling brand narrative. Its corporate photography strategy revolves around capturing the company’s core values of empathy, adaptability, and empowerment. HubSpot’s images portray employees working in dynamic, open spaces that promote collaboration, as well as participating in training sessions and workshops designed to foster personal and professional growth.

By sharing these images across its website, social media channels, and recruitment materials, HubSpot creates a visual story that appeals to candidates who are seeking a company that prioritises employee development and encourages a growth mindset.

A Picture Paints a Thousand Words

As Google, Facebook, and HubSpot have demonstrated, corporate photography is a powerful tool in the recruitment process, allowing companies to create an emotional connection with prospective candidates and showcase their unique culture and values. By investing in high-quality, authentic images that capture the essence of their brand, these tech giants are effectively engaging with potential talent and setting themselves apart from their competitors in the quest for the best and brightest minds.

In today’s hyper-connected world, job seekers are inundated with information and options, making it more important than ever for companies to stand out and make a lasting impression. By leveraging corporate photography to tell their stories, these industry leaders are able to offer a glimpse into their day-to-day operations, fostering a sense of transparency and authenticity that resonates with potential candidates.

For companies looking to compete in the global talent market, investing in corporate photography is no longer just a nice-to-have but an essential component of an effective recruitment strategy. By capturing and sharing the moments that make their workplaces unique, organisations can create a strong employer brand that attracts the right talent and, ultimately, drives their success in an increasingly competitive landscape.

Ultimately, the rise of corporate photography as a recruitment tool highlights the growing importance of visual storytelling in the world of business. As these tech giants continue to demonstrate, a well-crafted image can speak volumes about a company’s culture and values, making it a powerful tool in attracting and retaining top-tier talent in today’s fast-paced, dynamic job market.

About the author
Gavin Jowitt is an accomplished corporate communications and branding professional with over 30 years of experience as a creative director and photographer. Awarded Australian Commercial Photographer of the Year in 2019, Gavin has built a reputation for delivering high-quality photography that enhances stakeholder communication. Gavin works with a wide array of public and private sector clients, guiding them in creating versatile photography libraries while offering extensive corporate, industrial, and commercial photography services throughout Australia.

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As a professional Sydney-based photographer specialising in corporate headshots, I recognise the significance of top-quality images for building the professional profiles of your key personnel. My expertise is crafting professional headshots highlighting confidence, character, and professionalism.
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