Your Key to Marketing That Makes a Connection

Here’s the story, of a lovely lady, who was bringing up three very lovely girls. Remember that classic TV theme song? Why is it so memorable 30 years later? Simple. That little theme song told a story…and people remember stories.

How many companies are effectively telling their story…or are even telling it at all?

The short answer is: Not many.

The talent acquisition landscape is startlingly clear of brand storytelling, which leaves incredible opportunity for your organization to differentiate itself. In fact, my colleague Carrie Loch talked about the power of storytelling in recruiting just last month.

Why does storytelling matter for IT staffing firms?Storytelling is an essential component of many of today’s most successful marketing campaigns. As this HubSpot blog points out: “Stories make presentations better. Stories make ideas stick. Stories help us persuade.”

Not convinced? Let’s try this simple exercise: Which company summary below sounds more interesting to you? Which are you more likely to remember?

Formed in 1990, ABC Staffing provides IT staffing solutions and has 50 employees that help serve companies nationwide; OR

Back in 1990, Sue Smith grew frustrated with her IT staffing vendors. As she then attempted to assemble a project team on her own, she started thinking about how IT staffing firms could really deliver results for their clients. That’s how ABC Staffing was born – 25 years and 250 employees later, we’re still delivering results!

Let’s break them down:The first summary is short and sweet – you’ll probably see summaries like this among many of your competitors. But while the facts are accurate, they really don’t really say anything. When it comes to marketing today and making connections with potential clients, facts simply don’t make an emotional connection with readers.

The second summary is much more than a traditional summary. The story of sue and why ABC Company was formed evokes some emotion. Don’t peek – do you remember when the first company was founded and how many employees it has? Now, why did “Second” Sue start her company?

It’s a big difference, and it matters. Because at the end of the day, every IT staffing company does the same thing – they connect job seekers with companies. Make an emotional connection – on your website, in your marketing materials, in your social media marketing (anywhere), and you’re much more likely to stay top of mind. So when someone needs the help of an IT staffing firm, they think of you first. Or if they’re on your website and just came from your competition, they get that little extra spark that compels them to contact you instead of the other guy.

Small change. Big difference.

It’s time to find the storytellers.Often times the biggest challenge I hear from companies is that they struggle with articulating their stories. They know the facts – you know, year founded, number of employees, revenue, etc., but they’re not sure how to create a story from it.

The key is often to find someone who excels at telling stories. I’ve found that salespeople are typically pretty good storytellers. In fact, one of my former sales colleagues was well-known for being a great storyteller, both in person during meetings and via his blog.

How do you identify storytellers in your organization? Try making a contest out of it – all of us enjoyed telling or writing stories when we were in grade school. Tap into that fun, competitive spirit among your team. Ask employees to submit stories around a singular element, including your company history, a successful case study, or something else. Give them the facts and then leave it to them to craft the story. Everyone in the company should be able to participate — once all entries are in, review them and identify the top two or three storytellers. Then engage those employees to help craft a few additional stories to use throughout your organization.

How to choose the right stories.How will you tell your company’s story to create more effective brand messaging? If the answer is “I’m not sure,” these ideas can help you get things started:

Company history – This could be featured on your website, in presentations and in new employee orientation. Who is your company? Why are you here? What do you stand for?

Case studies – Instead of the same old boring case studies (client, challenge, solution), tell stories from the client’s perspective. Be creative! What led up to the client hiring your company? How did your team get involved? What stood out about your team/solution? How was working with your company different than a competitor? What impact did your solution have on their goals/project/organization? Consider using an infographic, video or podcast as the delivery vehicle.

Solutions – Don’t just tell prospects what you do, tell them a story about how that solution can positively impact them or their business.

Team biographies – By their very definition, biographies are stories, yet so many team bio pages simply list a rundown of stats and employers. While clients hire companies, they work with people. Use team bios to tell individual stories and foster a real, personal connection between your employees and your potential client’s employees. How did you get started in this industry? What motivates you to hop out of bed and get to work? What made your education/previous experience unique? What’s your favorite part about working with your company?

Get out there and tell your story.Ready to use storytelling as a way to better communicate your brand message? Great! I love stories, so let’s hear yours in the comments. And if you need help telling your company’s story, finding and telling the story within case studies or creating team biographies that connect, let us know. We’re happy to help!