Job Profile - Corporate (Industrial and Commercial) Photographer
The work of the Corporate Photographer is dynamic and challenging, encompassing a wide range of disciplines and subject matter. It is the Corporate Photographer's job to shoot images that make the client's products, services, or facilities look visually exciting and commercially appealing, and thus present the company and its brands in the best possible light.
Some Corporate Photographers specialise in specific areas of photography, such as still life, architecture or events; however, most are likely to be involved in a combination of on-site industrial photography, advertising, catalogue and brochure photography, public relations (PR) and executive portraiture. This type of work can be highly lucrative and is often conducted on a freelance basis. Some larger corporations employ their own "in-house", staff photographers for increased control over the management of the photography.
What is the job?
Corporate Photographers are commissioned to shoot photographs for company advertising, promotion and documentation purposes. The subject matter varies widely from industrial premises and equipment, through products and processes, to personnel and corporate events. As a result, Corporate Photographers need to have a strong command of a number of different areas of photography, including landscape, portraiture, photojournalism and editorial photography. They also need to take the time to understand their client's business, their corporate values and the underlying marketing messages the client wishes to convey.
Corporate Photographers are sometimes given a strict creative brief, but in other instances will be asked to suggest the production of images that will accentuate the positive values of the brand and defend against any negative images and associations.
Much of this photography is carried out at the client's premises, or at locations where the client's products are in use. Studio facilities may be required, though Corporate Photographers often rent studios on an hourly or daily basis to keep their overheads down. In the past, large organisations, such as electricity companies, aircraft and car manufacturers, often supported their own photographic units. However, the need to economise has led to most corporate photography being contracted out to self-employed photographers.
Typical career routes
Many practitioners start out by assisting an established Corporate Photographer and learn on the job (see the Job Profile for Assistant Photographer). This is an invaluable way to learn the relevant photographic skills, and understand the conventions, practices and rules (written and unwritten) of industry and commerce, which may prove vital to a photographer's continued success. Prospective employers would normally expect to see a portfolio of photographs. This should be well presented and would typically consist of 10 to15 prints (and other images presented on CD-ROM or on a laptop) that reveal a broad range of skills and competencies.
Other Corporate Photographers start out as General Practice or Press Photographers (see the Job Profiles for these roles) before making a lateral move into this area of work.
Essential knowledge and skills
Corporate Photographers need to understand the opportunities and challenges associated with the different photographic disciplines and the latest digital imaging applications. They must not only master the creative and technical aspects of photography, but also understand the corporate image the company wants to project and the various end uses of photographs, including brochures, annual reports, internal newsletters, websites, publicity and PR.
They should either command a variety of photographic skills across a range of different subject matter and disciplines, or a very high level of skill in one area of specialism. They need to be discreet, resourceful and capable of adapting to often less than ideal working conditions and lighting levels.
Corporate Photographers need to work within strict budgets to produce images that will fulfil the client's specific requirements, while minimising disruption to operations and workflow. When setting up equipment in a shop, factory or workplace, photographers must be aware of the limited time available to produce images. They must also be aware of the health and safety, and risk assessment implications of working in an unfamiliar industrial or commercial environment.
It is also important to understand and recognise the hierarchy within the management of the organisation, and to consult, and communicate effectively before setting up or taking photographs. Good interpersonal skills are essential in order to deal with people who are not professional models, and to gain the co-operation of those whose working day is being disrupted.
There are National Occupational Standards (NOS) for Photo Imaging. These give a detailed breakdown of the knowledge, awareness and skills needed to effectively carry out a particular job role. The NOS relevant to this job are listed at the end of this profile.
Training and qualifications
No set academic qualifications are required to work as a Corporate Photographer, though there are many excellent college courses around the country that provide a sound technical foundation and insights into the history of photography. The best courses also operate work placement schemes, which offer students the opportunity to gain valuable work experience and make industry contacts before they graduate. The Professional Qualifying Examination (PQE) offered by the BIPP (British Institute of Professional Photography) has a good reputation with employers. The PQE has traditionally taken the form of an additional year's course following on from a Higher National Diploma (HND). Today it is often incorporated into a three year degree programme. Eight colleges and universities in England and two colleges in Scotland currently offer the PQE (see the BIPP website for further details).
Employers may support work-based qualifications, such as Apprenticeships and NVQ/SVQs.
Many practitioners start out by assisting an established photographer and learn on the job. Employers may support work-based qualifications, such as Apprenticeships and NVQ/SVQs. Photo Imaging NVQ/SVQs are currently available at levels 2, 3 and 4.
Membership of a professional association such as the British Institute of Professional Photography (BIPP), the Association of Photographers (AOP) and the Master Photographers Association (MPA) may also be beneficial. The BIPP and the MPA offer a range of qualifications, usually awarded after portfolio submission, enabling a candidate to benchmark their skills against other successful practitioners working in the industry.
Health & Safety - Photographers may be subject to physical stresses from carrying heavy camera equipment and lighting, indoors and out, in all seasons, come rain or shine. They should therefore seek advice about appropriate techniques for lifting and moving equipment. In addition, photographers need to understand Health & Safety legislation, and should be capable of assessing and managing the risks and potential dangers associated with the use of electrical lighting, equipment and props. They should also ensure that they have a current Public Liability Insurance policy in place to cover their working practices.
For this information and more, please view the attached PDF. 
Corporate (Industrial & Commercial) Photographer
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