La Crosse firm seeks workers, but no #snowflakes, please

A construction company in La Crosse, Wis., is taking down employment billboards that featured a #NoSnowflakes hashtag, but not because of pressure.

The La Crosse Tribune reports Brickl Brothers used the billboards to find construction workers. It used hashtags such as #TrueGrit, #LifeSkills or #BoldlyForward.

And also “#NoSnowflakes,” which has become “a disparagement of spoiled, lazy millennials, and is often applied to political liberals, college students and professors.”

The term has its roots in the 1999 film, “Fight Club.”

The snowflake hashtag will be replaced on the billboards by a rotating series. Next up: #RegretNothing.

“The #RegretNothing hashtag is meant to convey that choosing a career in the construction trades is likely to reward an individual with useful, marketable skills and will definitely appeal to a candidate who desires frequent, strong and durable feelings of accomplishment,” Greg Brickl tells the paper. “People who cannot build admire and need those who can build, and that’s something of which to be proud.”

Brickl said reaction to his campaign has been positive.

“Of course, we have had some blowback from those on the political left who mistakenly believe our hashtag was politically motivated … It’s unfortunate that many of those folks seem to have no intention of accepting or even hearing our intended meaning, but I guess that’s the environment in which we live today.”

“I can see the market logic,” a University of Wisconsin marketing professor opined. “But they could have done the same thing without sticking their thumbs in the eyes of some people.”

  • Jay T. Berken

    “Of course, we have had some blowback from those on the political left who mistakenly believe our hashtag was politically motivated …”

    No worries mate, we know exactly what you meant, “no liberals apply”. No need to PC yourself after the fact.

  • Rob

    I’m in the snowflake grouping, and the use of this term as a political slur doesn’t bother me. But my take on the billboard is that the company is saying that construction work is hard and demanding, so if you don’t think you can hack it, don’t bother applying. I worked construction BITD, and wouldn’t let a “no snowflakes” billboard prevent me from applying for a job with the company behind the ad.

    • BJ

      It’s almost become a badge of honor.

  • Many snowflakes can make a blizzard. Just sayin’.

  • lindblomeagles

    Greg Brickl on #NoSnowflakes: “It’s unfortunate that many of those folks seem to have no intention of accepting or even hearing our intended meaning, but I guess that’s the environment in which we live today.” Apparently Greg isn’t trying to hear “those folks” either. Anybody applying for a construction job, be they liberal or conservative, isn’t likely to be a snowflake, and Brickl shouldn’t care what his applicants’ political and age leanings are. Can they do the job, should be the only question he asks.

    • Will

      I think there is a backlash against the extreme parts of the left from even the more moderate left leaning people who work in unions in rural areas. Perhaps that’s what this individual is referring to, it seems like there is a group who tries to be offended by everything… then there’s a group who agree with the economic message and care about union jobs (aka Biden wing). The term snowflake is used by the right and more moderate part of the left, I suppose I was raised in a more moderate left leaning household so that’s how I see the term.

      • “Snowflake” is used as a substitute for conversation. Same for “Nazi” “fascist” “soccer fan” etc.

        Debate club should be mandatory in high school.

        • John O.

          At my high school, it would have been “De bait club.” As in, “Put de bait on the hook and cast that line in the water!”

          • Rob

            I still cherish my Master Debater medal from my high school years…

        • Will
          • Jay T. Berken

            rac·ism
            adjective
            1.
            showing or feeling discrimination or prejudice against people of other races, or believing that a particular race is superior to another.

            The video I saw included the Representative Ilhan Omar from Minneapolis read out the definition of racism and the key is: (particular race is superior to another). The white men in the back room playing cards IS the superior. They need to get over it.

          • Jerry

            Don’t be such a snowflake

      • lindblomeagles

        This is all great information Will, but, again, what’s the best way to avoid offending somebody? Wait for it. Avoid using offensive language. What’s the best way to get people to hear your message? Be open to hearing their message. Conversation is a two way street. Misunderstandings easily happen, but all of that could have been avoided if Mr. Brickl just focused on the requisite job skills and been open to all applicants rather than going to “funny – tongue in cheek or play off phrase” card. Things managers like Mr. Brickl say and do, is the reason why corporations hire Human Resource Managers.

        • Will

          Maybe the point wasn’t to avoid offending people… maybe his method is a good way to preemptively avoid troublemakers who might offended by the term “snowflake”. My guess is that the language they use on a daily basis is a bit harsher than “snowflake”. Seems like a solid system, even if a few people get offended… I’m sure he’s laughing about the fact that people are now offended by the term “snowflake” not directed at anyone in particular.

          • wjc

            Come on, man! It’s intended to be offensive. That’s the whole point. Don’t be obtuse.

          • Will

            Sure but it was trying to offend people who become offended by the term “snowflake” to filter his applicant pool… my guess is what he was doing worked out very well for his business.

    • Barton

      His statement reminded me too much of recent apologies for racist/sexist comments. The whole “we apologize that our intent was misunderstood.” No, I am fairly certain we fully understood you……

  • wjc

    The whole snowflake thing is an exercise in condescension. Really pathetic. You’d think we’d be able to get past these kinds of petty insults.

  • >>And also “#NoSnowflakes,” which has become “a disparagement of spoiled, lazy millennials, and is often applied to political liberals, college students and professors.”<<

    …and has been co-opted as a term by the "Alt-Right"…

    /But we all knew that already.

  • Ben Chorn

    I love informing all these old timers who think us millennials are lazy about my time in the oil field (working 84-95 hours a week) or how my job now requires me to work long hours (40-60 hours a week).

    I work long hours because I’m a hard worker and I chose those jobs, but I know of some who work long hours because they have to pay off thousands in (school) debt. Anyone who thinks millennials are lazy hasn’t met any (or many).

    • MarkUp

      When did it become shameful to work 40 hours a week?

      • jon

        In my personal history it happens right around the time you become salaried and stop making overtime for working longer… at that point the only thing they can do to make you work more than 40 hours is apply shame.

        • Unless you’re “exempt”.

          • Kassie

            I’m exempt and hourly. It is a constant thing of confusion.

          • Tim

            And I’m non-exempt, but salaried, which also confuses people.

      • Barton

        I kinda blame it on TV shows that are always showing people not having a work-life balance and how that is seen as a thing to admire. Nearly all work-place dramas give this impression.

        And at my salaried job, yes, it is considered below average to only put in 40 hours a week.

    • Jerry

      Every generation believes the one that came before consists of ignorant dinosaurs and the one came after lazy degenerates.

  • Will

    I had no idea Fight Club was where that term came from, interesting, thanks for the info.

  • Jackson Cage

    Of course, someone wrote that for Brickl. Someone that, unlike him, completed the 4th grade.

  • Angry Jonny
    • Jay T. Berken

      I worked with a guy whom is an Electric Engineer that worked for Xcel Energy. He was at a safety training for natural gas. The exercise was to extinguish a fire in a hole assimilating if a gas main was hit and starting on fire. Each individual would have to jump into the hole (about 3 feet deep) with a blanket and extinguish the fire. My co-worker looked down into the hole and walked away saying “This is why I got a degree”.