By now you've probably seen it or heard about it: Kyle Reyes, CEO of Silent Partner Marketing, contributed an article for the New Boston Post last month that made national headlines.

The story starts with Reyes bluntly calling out snowflake Millennials and boldly declaring that his company is not looking to hire them.

According to Reyes in this interview with Fox Business, "A snowflake is somebody who is going to whine and complain and come to the table with nothing but an entitled attitude and an inability to back their perspective," he said.

That's when he took matters into his own hands. To make sure no whiners, drama queens, and entitled brats slip through his interview process into a bad hire, he developed his own personality test: The Snowflake Test.

The Snowflake Test

Reyes says, "I realized it was a time suck on my staff and me to be weeding through endless piles of paper trying to find the handful of people who actually want to hustle for a living and would be a great fit for our company. So I've implemented something that is going to give HR managers and the PC Police night sweats."

Among the 30-question test to determine culture fit:

  • What are your feelings about employees or clients carrying guns?
  • What are your feelings about safe spaces in challenging work environments?
  • How do you feel about police?
  • When was the last time you cried and why?
  • What does "privilege" mean to you?
  • You see someone stepping on an American Flag. What happens next?

You can read the whole test here.

A Test of a Certain Political Bent

In the Fox interview with Stuart Varney, Reyes denies that his Snowflake Test is a political test, saying "Snowflakes are a mentality, not a political mindset. It's not about who you voted for, whether you're on the left or the right; it's about whether or not you have the hustle, the drive, and the willingness to work for a living."

Not everyone sees it the way. The Independent says it's intended to weed out "overly sensitive, liberal candidates who are too easily offended."

The smoking gun (literally) that ends the argument about the test's true intent is found in a viral video Reyes posted on his company's Facebook page.

In the video, which has received over 5 million views, he gives a quick "behind the scenes look" at his company, fires guns in a shooting range, and speaks to an Afghan war veteran who shows off battle scars inflicted from a suicide bomber. Then, he mockingly warns Millenials by saying:

You're young, you're ignorant, you're brainwashed by liberal professors who didn't tell you that in the real world, the only safe space is in your parents' basement.

To Reyes' credit, the business case for such a personality test is simply to match job applicants who reflect their very conservative company culture and clientele.

He says many clients are "pro-American, pro-business, pro-cops, and pro-guns," so he wants to make sure that job applicants fit in. "I needed a filter to sort through all of that," Reyes said.

Reyes told "Fox and Friends" that "someone who's not proud to be an American" is immediately out of the running.

About the gun question, Reyes says those who don't support the Second Amendment don't qualify. "We do a lot of work filming with guns. I carry. A lot of our team and clients carry as well. We have very hardcore American companies, and so you've gotta be comfortable around them," Reyes tells Fox and Friends.

Regarding the "How do you feel about police?"question, he says his company works "very, very closely with a lot of police departments and so you need to be comfortable and willing to support the men and women who serve and protect."

About the "privilege" question, Reyes says, "I'm looking for people who are not entitled, who don't have this sense that they should just be handed things, but people who have that entrepreneurial mindset, who are willing to think outside the box, and who are willing to work for everything they have."

As for the "When was the last time you cried and why" question, Reyes boils it down to wanting people who have a heart, but also "who are able to make an argument and stand by that." When Fox and Friends co-host, Ainsley Earhardt, asks "What if I cry every day?" Reyes quips back, "I'm OK with that, but I'm not going to give you a safe space at our company."

The Response

"My agency is very blessed to have been inundated with more than 15,000 emails and messages of support," Reyes told LifeZette. "The CEOs of more than 100 companies have reached out asking for guidance in how they can tap into this silent majority ... without alienating customers."

According to Reyes, the strategy has been successful. He tells Fox News that 60 percent of applicants drop out of the process when they hear about the test.

When asked about potential discrimination lawsuits filed against him, Reyes doesn't appear concerned: "There's no discrimination here because all this really is is a glorified personality test."

To Reyes, the test is comparable to any other personality assessment hundreds of companies each day give to applicants during the hiring process.

As of this writing, no formal complaints have been brought against Reyes and his company. However, this is a highly targeted publicity campaign, and with that type of exposure comes opposition.

It's still too early to tell whether what some might call "discriminatory hiring practices" is imminent as news gets out. Stay tuned.

Published on: Apr 3, 2017