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Posts Tagged ‘eHarmony’

eHarmony Hopes Job Seekers Will Fall for Algorithms

Human love is the most complicated force in the universe. Love is more temperamental than gravity. Love is more expansive than infinity. Love is more fickle and powerful than the weather on Jupiter. So when a company like eHarmony claims to have figured out the algorithms that dictate our ideal romantic match, the public is naturally skeptical. But it’s not like we don’t want their services to work. We do. Everyone deserves love.

And everyone deserves a job. eHarmony knows this, too.

eHarmony claims it can not only help people find love, but also employment. Yes, the popular dating site claims the same principles behind its strategy to match people romantically can be used to connect job seekers with employers. There is more, the brand claims, to finding the best match than simply throwing resumes at job descriptions. Anyone who has ever conducted an interview knows this to be true.

The most pressing PR challenge eHarmony faces is its ability to convince the public that the science behind their services does, in fact, work. The public is skeptical because we know us. We know we’re not always honest when filling out surveys, or that we’d even answer the same questions with the same answers if it was raining outside or our favorite team had just won the big game. Life is a pinball machine of variables. We change a little every day, all of the time.

And yet despite all of this, people do find their soul mates and their dream jobs. That idea alone will cause many in the public to jump right in. You only live once so why not maximize your chances of finding happiness? The logic works. But much of being human is illogical. How should eHarmony’s PR strategy address this disconnect?

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Walmart Is America’s Greatest Source of Love

Today in News That Has Absolutely Nothing to Do with PR, we are pleasantly surprised to learn that, despite all the millions spent on eHarmony‘s “algorithm of love” (which presumably had something to do with “figuring out” all those gay people), Americans most commonly name Walmart as the place where they met “the one” — or someone who looks, at first glance, like he or she might eventually become “the one.”

A report in Psychology Today last month found that Walmart is indeed the spot most often cited by Americans who post “missed connections” notes on Craigslist. The article’s author thinks it’s a bad thing that “Americans are selecting heterosexual partners with no regard for compatibility” and even subtitled his piece “A desperate America seeks love at Walmart.”

We guess that buzz-killing sentiment could be true. We only mention the story because we find it hilarious and we think it should inspire a great CSR campaign from Walmart, a company that’s always trying to counteract “unfair” media coverage or some sort of PR “disaster” that no real American knows of or cares about. For a tagline, we’re thinking of something like: “You Think We’re a Heartless Corporation That Treats Its Employees Terribly, Uses Its Considerable Leverage to Put Other Retailers out of Business and Conducts Shady Business Down in Mexico, but We’re Really All About Love.”

What, too heavy-handed?

eHarmony CEO Wants to Spend $10M to ‘Figure Out’ Gays

Neil Warren, eHarmony CEOEarlier this week we posted on the importance of CEOs going social.

It’s true that the modern CEO loses out by not actively serving as the human face of his or her company, but some of execs’ concerns about bad publicity are completely understandable. Neil Warren Clark, founder of the world’s most influential dating site eHarmony, proved that point this month when he sat down for an interview with Yahoo Finance and made some very strange comments.

First, in talking about how much he loves his wife, he said that he needs “a robot who can come in and talk with me” when she isn’t feeling chatty first thing in the morning. Then he began discussing his company’s biggest PR/business challenge to date: the lawsuit inspired by its refusal to allow gay customers to use its service. While we agree with his assertion that same-sex marriage will soon cease to be “an issue” and that businesses and politicians have “made too much of it”, the next quote is very telling. After eHarmony created options for gay customers at the insistence of the attorney general of New Jersey, the company:

“…literally had to hire guards to protect our lives because the people were so hurt and angry with us, were Christian people, who feel that it’s a violation to scripture.”

So the people most upset about that PR disaster were Clark’s own evangelical fans. He follows with the strangest quote of the interview:

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