In the past, I’ve had my fair share of run ins with “dress code culture.” When I was a sophomore in high school, Duncanville High School, the school I was attending, implemented a dress code that had me expelled and sent to The Summit Education Center for delinquent youth on several occasions (I was in there for wearing shorts to school, the guy next to me threw a computer at a teacher’s head and almost killer her…go figure).
But, I managed to graduate from high school and as I moved into college life, I took comfort in the fact that I would never again have to succumb to a mandatory dress code. That is, until I started working for Equity Residential, my sophomore year in college. While I have adopted a somewhat hipster, laid-back look in recent years, back then, I was very much dressed as a bonafide professional. Freshly pressed Express shirts. Hundred dollar ties. Hugo Boss slacks. Kenneth Cole shoes. Head to toe, I was the image of success and my style of dress made me feel confident. Confidence is what sells, not clothing.
Around a year into my sales and marketing position with Equity Residential, though, they decided to implement a corporate-wide dress code. But, unlike most dress codes, where a color scheme is submitted that employees must adhere to, Equity Residential decided that they would force all employees to wear identical, mass-produced, cheap and, many of the garments, downright hideous clothing that they picked out for us. Now, my hundred dollar ties were being replaced with an ill-fitting, salmon, polyester knit shirt that made me want to cut myself every time I caught a glimpse of them in the mirror.
In an attempt at professionalism, I sent the following letter to my district manager as a response to the Equity Residential dress code policy:
Equity Residential’s ‘Outward Display of Confidence and Professionalism’
A uniform is a potent symbol of corporate identity and, as such, companies spend considerable time, money and effort in an attempt to ensure their staff project the right “look.” Equity Residential (EQR) takes great pride in the caliber of its properties, customer service and staff and has put into place many excellent systems to ensure that level of quality is upheld. Last year’s Equity Residential Management Excellence Series states, “Your appearance sends a message to your co-workers, residents and prospective residents,” and that has been proven time and again. Not only does a well-dressed associate convey professionalism to the consumer, but also, feeling good about one’s appearance can add a level of confidence to a salesperson. That added confidence could make the difference in whether the salesperson closes the sale. It is this level of confidence that EQR’s proposed dress code has put under attack.
Within the apartment industry, the educated consumer has a wide selection of comparable properties they may choose to reside. EQR has consistently driven market flow to its properties by holding its employees to a higher standard than its competitors. They hire well, have implemented innovative training techniques and treat their employees with respect and kindness. In return, EQR has been listed as one of Fortune’s ‘Most Admired Companies’ and should be commended on their efforts. A recent article in Inc. Magazine reiterates the old adage, “A happy employee is a good employee.” Unfortunately, there is a negative buzz circulating through many of EQR’s properties that has dropped employee morale. The recent rollout of EQR’s new dress code has left many employees in a state of mild contempt.
The reasons for implementing a dress code are valid. EQR is striving to be “America’s Choice for Apartment Living” and in order to achieve that goal, must maintain the same quality of service at each of its properties nationwide. Consumers like to feel comfortable and familiarity creates a comfort zone for them. It is great for the consumer to know that they can go to any EQR property in the nation and receive the exact same level of excellence, take advantage of all the same programs and benefits and find a comforting correlation in an employee dressed with the same style and color of clothing as their last leasing staff, in which they were so close. It is wonderful that EQR has fronted the bill for the cost of these clothes, in an attempt, to keep the workplace fair and prevent those unable or unwilling to purchase dress code compliant clothing from having to bear that expense. In an effort to be fair, though, those employees who are more than capable of purchasing their own clothes and take great pride in their appearance; have had to suffer.
In Malcolm Gladwell’s new best-selling book, Blink, he talks about the unconscious perception our brain has about people after the first two seconds of meeting them. “When we meet someone new, we often pick up on subtle signals…brief facial expressions, made unconsciously…You wouldn’t need to hear anything I was saying in order to reach these conclusions. They would just come to you, blink.” This is a powerful message in sales and even salespeople who adopt the “Fake It ‘Till You Make It” axiom, still give off subtle hints as to what they are really feeling, whether they do it consciously or not. So, how does the salesperson, who is upset with their company for putting them in clothes that demean their personality, sell that company’s product without accidentally giving off one of these brief signals of discontent?
A corporate uniform has many advantages and in recent years has been adopted by many companies. EQR’s decision to switch to uniform dress comes with a great deal of both good and logical reasoning. But, is it really necessary to force all employees to wear the same brand of clothing? After all, the garment industry is comprised of many different designers, not only to provide flair and originality, but also, to accommodate the hundreds of different body types and structures. It is ridiculous to think that because one person might look stunning in a Blue Bill Blass Premium Dress Shirt, coincidently, ALL people will look stunning in a Blue Bill Blass Premium Dress Shirt. Why not give employees the freedom to wear clothes that are tailored to their particular needs, given they stay within EQR’s designated colors? EQR prides itself on having the best customer service in the industry and expects each of their employees to uphold that sterling tradition. Why not create a win/win situation that boosts employees’ self-esteem, confidence and overall closing ratios? EQR has always put its employees first and reaped the benefits, time and time again. Let’s keep that tradition alive and together we can make Equity Residential Properties, America’s Choice for Apartment Living!
Sincerely,
Jon Ray
Equity Residential assured me that they would take my letter into consideration and I assured them that if a change was not made to the dress code policy, I would no longer serve as an employee of the company. A change was never made and while I was fortunate enough to be able to walk away, I left a huge percentage of the Equity Residential staff grumbling over their hideous new clothing.
Now, I’m not sure if Equity Residential has changed their dress code policy. It is my understanding that they have not. But, that is not the point of this post. The point is this: If you have a successful team of employees that are doing an excellent job and look above average in terms of professionalism on a daily basis, why would you force such an obvious team-morale declining sanction on the very employees that have done nothing but help your company grow?
I have never heard of a mandatory dress code that did not leave the majority of the employees it governed disgruntled. I have not been in the corporate world for some time (I started my own company after the Equity Residential fiasco, so that I would never have to adhere to a ridiculous dress code, again), but I hear horror stories about hideous dress codes being implemented in offices, all the time. What purpose does this serve, other than stifling individualism and squashing creative freedom?
I’d love to hear a good argument FOR dress code, as I have never heard one before.
RANT FINISHED ;)
