In the dating world, catfishing is when someone presents a version of themselves that doesn’t exist. In the world of work, a new buzzword has surfaced: corporate catfishing.
It’s when a company promises one thing during the hiring process – culture, opportunities, flexibility – but delivers something very different once the employee starts.
But, as you might have guessed, people pick up on this fast. Within the first few weeks, new hires are already weighing up whether the reality matches the pitch – and whether they want to stick around.
The impact on the employee
When promises don’t line up with experience, it bruises trust and blocks contribution.
The new starter who thought they were joining a collaborative, supportive culture but finds the opposite won’t lean in. Instead of growing into the role, they disengage.
By the time they’ve updated their LinkedIn, their energy, motivation – and potential impact on the business – is gone.
Which means ‘corporate catfishing’ isn’t just a catchy term – it’s a costly problem.
- According to Gallup, only 12% of employees strongly agree their organisation does a great job of onboarding new hires – meaning 88% feel let down from the start.
- Glassdoor research shows that 61% of employees say the reality of their job didn’t match the description they applied for.
The impact on the employer
For the business, the consequences are just as real:
Early exits
Replacing a salaried employee who leaves can cost six to nine months of their salary (SHRM).
Lost momentum
Teams miss out on the fresh ideas and productivity that new hires should bring.
Reputation risk
Word spreads fast, and negative reviews on Glassdoor or LinkedIn can put off the very talent you want to attract.
It’s not just a cultural issue. It’s a commercial one.
How to avoid corporate catfishing
The antidote is simple: embrace authenticity. Make sure what you promise is what you deliver.
Just like a business selling to a consumer is a human selling to a human, we’re looking for humans to join our teams, too. Humans who deserve the truth.
That means:
- Being clear and consistent about what life at your business is really like.
- Checking that your job ads, interviews and onboarding all align with that reality and reflect your existing team (you need to know who your people are now!)
- Building your employer brand around truth, not aspiration – so the right people join, stay and grow with you.
When your employer brand is honest, consistent, and truly felt by your people, it doesn’t need to over-promise. It attracts people who will fit – and who will stay.
Promise. Deliver. Repeat.
In a talent market where candidates have more choice and louder voices than ever, reputation travels fast. A single negative post on LinkedIn about a ‘catfish’ culture can undermine months of recruitment marketing.
So, if you want to attract brilliant people and keep them, resist the temptation to gloss. Get real.
Because nothing builds a strong team faster than trust – and nothing can break it quicker than corporate catfishing.
At its heart, avoiding corporate catfishing comes down to business basics. Just like you wouldn’t pitch customers something you can’t deliver, you can’t afford to do the same with employees.
Get the promise and the reality aligned, and you won’t just attract talent – you’ll keep it.