I first encountered this syndrome years ago, when writing copy for the website of a high-end residential architecture firm. The principals not only wanted to stress the fun of working at this firm, but they also insisted on including information on the sport each of their athletic staff members pursued. Rather than the usual mug shot, a staff photo would show the employee skiing down a mountain or lobbing a ball on a tennis court.
This struck me as peculiar. Surely someone paying megabucks for the design of a dream home would be indifferent (or even hostile) to the idea of architects having fun.
A client tends to be pretty self-centered when it comes to getting what he or she wants. It could be reassuring to learn that the staff has degrees from renowned universities, has won significant home design awards, and/or has designed homes for famous people (indicating the ability to placate major egos).
But it goes without saying that we expect people in the professions to enjoy what they do. And what they do in their off-hours is their business. Maybe a client in the sports world might be attracted to the idea of a sports-loving architect. But in general, this strategy seemed to be a massive ego-massage that had little to do with selling potential clients on the firm's approach, ability and track record.
A potentially awkward issue in corporate websites is the tension between appealing to a prospective client and appealing to potential employees.
The "employment" section of the site must position the firm as a great place to start or advance a career. Because this section often contains mostly entry-level jobs for recent graduates, it's important to demonstrate that the firm's culture fosters teamwork, encourages questioning, rewards innovation, and so forth. Young potential employees may be attracted by free pizza on Fridays, a casual-attire office, or the notion that everybody is having fun.
The message to clients is necessarily somewhat different — client-centered rather than employee-centered.
Bottom line: Tell potential employees that working at your firm is lots of fun (if it really is; a buttoned-down environment should not be promoted this way), but keep the message for potential clients focused on what you can do for them.
