I was told I didn’t “fit the brand” after an interview. Not sure what that even means. Has anyone else heard that before?

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It’s a kosher way of discriminating against you without coming out and just saying it.

Something about you doesn’t match their “ideal brand image” that they want to portray or cater to, but coming out and saying it is setting up for a lawsuit.

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Some places are a little sneaky with how they do/work things!

For some places, if they are "reserved" things like tattoos that can't be covered, various piercings as well as other things like hair cuts or facial hair can also affect their decision. Food places (should, for food safety) will not want beards or unkept hair, "family friendly" may be more concerned about tattoos and possible image suggestions (like gang relation or jail time).
When someone hires a person they aren't just seeing who can wash the dishes and sweep the floor, they are also looking for people who embody their brand, if you do not, either you will be hired out of desperation and looked down on, or be set up in a box position that you can't grow out of. In my opnion, while being that straightforward can seem rude, it is also a clear indication that you don't want to be there either. When I hire people I ask myself, am I hiring for both parties success? Because that question puts to light wither you will actually have the chance to be happy or not. If no, I decline. Because no one wants a job like that, wither they realize it or not.

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That’s so true, it isn’t fair sometimes!

I hope it was strictly personality. Otherwise, this could very well be discrimination. If it was based on anything to do with race, ethnicity, physical appearance (unless physical appearance is a major part of the role [model]), gender, sexual orientation, age, etc, this could very well be grounds for discrimination complaint or lawsuit. I would have asked them to specify why, so that I can “improve for future opportunities “; in all actuality, I’m asking for specifics to make sure I wasn’t discriminated against

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