How to Use Stories to Make Your Employer Brand More Interesting and Believable

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How to Use Storytelling to
Make Your Employer Brand
More Interesting and
Believable

#RDaily@RecruitingDaily @RecruitingBlogs
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SPEAKER
David Lee
Principal, 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

#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
1. Good Corporate Citizen
2. Ethical
3. Part of Something Great
4. Member of the “A Team”
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

Professional Development Opportunities
Debbie Peterson, Marketing Manager
Metrostar Systems
5. Challenging Work
6. Make a Difference

Career Advancement Opportunities
Brad Parler, Digital Communications Administrator

To Translate Talent Drivers…
“What are examples of us
satisfying that driver?”
“What’s an actual story that
communicates this?”

Example vs. Story

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

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 Ehrlich
Global VP of Client Development
TMP Worldwide Advertising & Communications

Collect “Who we are” Employee Stories

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 Ehrlich
Global 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)

For Resources http://storiesthatchange.com/RD
David Lee
Principal, HumanNature@Work
http://humannatureatwork.com/
@HumanNatureWork

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How to Use Stories to Make Your Employer Brand More Interesting and Believable

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How to Use Stories to Make Your Employer Brand More Interesting and Believable