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Claim:
It is permissible for companies to only hire employees with appearances that meet the company brand and image expectation.
Explanation of the claim:
Certain companies rely heavily on offering customers an experience when purchasing or using their services. Such an experience hopes to establish a company image, reputation, and more importantly profitability. These companies reserve that hiring employees, spokespersons, and promoters with a certain look creates an atmosphere that appeals to consumers that enter the business establishment, or purchase their products. Modern business practices promote branding, and unique shopping experiences to keep businesses competitive. This desired experience might be attained through hiring younger, attractive, fashion sensible employees to meet a company’s image. Executive Order 11246 of the US Department of Labor (USDL) prohibits employers from discriminating on the basis of race, color, religion, sex, or national origin to ensure equal employment opportunity. Employers should reserve the right in a capitalistic economy to hire employees who meet the company image criteria in order to continue to meet the demands of spending consumers.

Reasons For the Claim:
1) Companies must reserve the right to hire based on looks to establish business credibility. Credibility is a company’s ability to show trustworthiness, and expertise to its customers. When choosing between potentially equal applicants, employers must reserve the right to factor the credibility of their personal appearance. In a fitness gym, employers must reserve a right to employ the best physically fit trainers based on their appearance. A trainer is supposed to exemplify superior health and athleticism to train and motivate gym members. The employee must exemplify all the necessary traits, qualities, and habits of a successful trainer. For many customers that use the services of a trainer, they are hoping to learn the methods and work ethic

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