how to use stories to make your employer brand more interesting and believable

#RDaily@RecruitingDaily @RecruitingBlogs@RecruitingDaily @RecruitingBlogs

How to Use Storytelling to

Make Your Employer Brand

More Interesting and

Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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David LeePrincipal, HumanNature@Work

http://humannatureatwork.com/

@HumanNatureWork

The Problems with The Typical Approach

to Employer Branding

Messages that are interchangeable—and therefore

meaningless

Messages that offer no evidence of their truth

Stories Make Your Message More…

Interesting

Unique

Believable

Persuasive

Learn how to…

1. Translate Talent Attraction Drivers

2. Translate Cultural Values & Personality

3. Collect, Curate, and Communicate Stories

Learn how to…

#RDaily@RecruitingDaily @RecruitingBlogs@RecruitingDaily @RecruitingBlogs

Step One

“Make sure you deliver with what

today’s talent wants.”

https://www.flickr.com/photos/wikimediacommons/

Translating Talent Attraction Drivers

1. Know what today’s talent is looking for.

2. Find out what YOUR key talent cares about.

3. Make sure you are delivering this.

4. Translate these into examples and stories.

What Talented Employees Want in an

Employer

1. Good Corporate Citizen

2. Ethical

3. Part of Something Great

4. Member of the “A Team”

Employer

2. Ethical

5. Challenging Work

6. Make a Difference

Employer

2. Ethical

5. Challenging Work

6. Make a Difference

Make a Difference

Employer

6. Autonomy

7. Work/Life Balance

8. Professional Development Opportunities

9. Career Advancement Opportunities

Employer

6. Autonomy

7. Work/Life Balance

8. Professional Development Opportunities

9. Career Advancement Opportunities

Professional Development Opportunities

Debbie Peterson, Marketing Manager Metrostar Systems

5. Challenging Work6. Make a Difference

Career Advancement Opportunities

Brad Parler, Digital Communications Administrator

Learn how to…

To Translate Talent Drivers…

“What are examples of us

satisfying that driver?”

“What’s an actual story that

communicates this?”

Example vs. Story

Learn how to…

Image source: https://www.flickr.com/photos/wikimediacommons/

“I wish I could just

bottle up our culture

and be able to give

people a whiff, so they

could know what it’s

like to work here.”

Human Resources VP of a great employer

Stories Do Just That…

How to Translate Cultural Values,

Employer Brand & Personality

1. List your cultural values

2. List the qualities embodied by your Employer Brand

and your organization’s personality

3. Find examples and stories that communicate these

How to Translate Your Cultural Values,

Employer Brand & Personality

“What are examples of this value in action?”

“What stories can we tell that communicate this value

in action?”

“What stories capture who we are and what it’s like to

work here?”

Cultural Value Story:

“Radar On-Antenna Up”

Amir Zonozi, Chief Strategy Officer

“This is what it’s like to work here” Story

Learn how to…

Collect Stories From Customers

Collect Stories From Employees

I wanted to let everyone know what a terrific team we have at Volk Packaging. On Friday, the day before a holiday weekend, I received a call from a major customer in a panic.

She was looking for a stock box 5 x 5 x 25. Knowing we didn’t have anything close I went to Rich Wills and asked if we could get it done before 12:30 as I had a 1:30 appointment in Falmouth.

This was a 3 machine operation! Ron routed it. I priced it. Cindy booked it. Gary and Shawn and their crews ran it. And, I delivered it to the customer at 12:55pm!

—An email sent by Greg Milligan to everyone in the company.

Collect “Who we are” Employee Stories

Steve EhrlichGlobal VP of Client Development

TMP Worldwide Advertising & Communications

Approaches to Collecting Stories

1. “Radar on-Antenna Up” – i.e. Pay Attention…

2. Guided Interviews

Curate Your Stories

1. Searchable Key Words

2. Identify Archetypal Stories

Communicating Stories

Organizations should be

hiring journalists to craft

their stories, not offloading

it to the Human Resources

Department.

Steve EhrlichGlobal VP of Client Development

TMP Worldwide Advertising & Communications

Communicating Stories

1. Use a professional to craft and refine

2. Use in all channels of Employer Branding and

Recruiting

3. Communicate to Your Volunteer Recruiting Firm

(your happy employees)

Learn how to…

For Resources http://storiesthatchange.com/RD

David Lee

Principal, HumanNature@Workhttp://humannatureatwork.com/

@HumanNatureWork

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