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#RDaily@RecruitingDaily @RecruitingBlogs@RecruitingDaily @RecruitingBlogs
How to Use Storytelling to
Make Your Employer Br...
#RDaily@RecruitingDaily @RecruitingBlogs
 Housekeeping
 Sponsor
 Speaker
 Presentation
 Q&A
ON
AGENDA
the
#RDaily@RecruitingDaily @RecruitingBlogs
HOUSEKEEPING
 Grab Tab
 Audio Mode
 How to ask a Question
This program is bein...
#RDaily@RecruitingDaily @RecruitingBlogs
SPEAKER
David Lee
Principal, HumanNature@Work
http://humannatureatwork.com/
@Huma...
#RDaily@RecruitingDaily @RecruitingBlogs
The Problems with The Typical Approach
to Employer Branding
 Messages that are i...
#RDaily@RecruitingDaily @RecruitingBlogs
Stories Make Your Message More…
 Interesting
 Unique
 Believable
 Persuasive
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs@RecruitingDaily @RecruitingBlogs
Step One
“Make sure you deliver with what
today’...
#RDaily@RecruitingDaily @RecruitingBlogs
https://www.flickr.com/photos/wikimediacommons/
#RDaily@RecruitingDaily @RecruitingBlogs
#RDaily@RecruitingDaily @RecruitingBlogs
Translating Talent Attraction Drivers
1. Know what today’s talent is looking for....
#RDaily@RecruitingDaily @RecruitingBlogs
What Talented Employees Want in an
Employer
1. Good Corporate Citizen
2. Ethical
...
#RDaily@RecruitingDaily @RecruitingBlogs
#RDaily@RecruitingDaily @RecruitingBlogs
#RDaily@RecruitingDaily @RecruitingBlogs
#RDaily@RecruitingDaily @RecruitingBlogs
#RDaily@RecruitingDaily @RecruitingBlogs
What Talented Employees Want in an
Employer
1. Good Corporate Citizen
2. Ethical
...
#RDaily@RecruitingDaily @RecruitingBlogs
What Talented Employees Want in an
Employer
1. Good Corporate Citizen
2. Ethical
...
#RDaily@RecruitingDaily @RecruitingBlogs
Make a Difference
#RDaily@RecruitingDaily @RecruitingBlogs
What Talented Employees Want in an
Employer
6. Autonomy
7. Work/Life Balance
8. P...
#RDaily@RecruitingDaily @RecruitingBlogs
What Talented Employees Want in an
Employer
6. Autonomy
7. Work/Life Balance
8. P...
#RDaily@RecruitingDaily @RecruitingBlogs
Professional Development Opportunities
Debbie Peterson, Marketing Manager
Metrost...
#RDaily@RecruitingDaily @RecruitingBlogs
Career Advancement Opportunities
Brad Parler, Digital Communications Administrator
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs
To Translate Talent Drivers…
“What are examples of us
satisfying that driver?”
“W...
#RDaily@RecruitingDaily @RecruitingBlogs
Example vs. Story
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs
Image source: https://www.flickr.com/photos/wikimediacommons/
“I wish I could jus...
#RDaily@RecruitingDaily @RecruitingBlogs
How to Translate Cultural Values,
Employer Brand & Personality
1. List your cultu...
#RDaily@RecruitingDaily @RecruitingBlogs
How to Translate Your Cultural Values,
Employer Brand & Personality
“What are exa...
#RDaily@RecruitingDaily @RecruitingBlogs
Cultural Value Story:
“Radar On-Antenna Up”
#RDaily@RecruitingDaily @RecruitingBlogs
Amir Zonozi, Chief Strategy Officer
“This is what it’s like to work here” Story
#RDaily@RecruitingDaily @RecruitingBlogs
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs
Collect Stories From Customers
#RDaily@RecruitingDaily @RecruitingBlogs
Collect Stories From Employees
#RDaily@RecruitingDaily @RecruitingBlogs
I wanted to let everyone know what a terrific team we have at
Volk Packaging. On ...
#RDaily@RecruitingDaily @RecruitingBlogs
Collect “Who we are” Employee Stories
Steve Ehrlich
Global VP of Client Developme...
#RDaily@RecruitingDaily @RecruitingBlogs
Collect “Who we are” Employee Stories
#RDaily@RecruitingDaily @RecruitingBlogs
Collect “Who we are” Employee Stories
#RDaily@RecruitingDaily @RecruitingBlogs
Approaches to Collecting Stories
1. “Radar on-Antenna Up” – i.e. Pay Attention…
2...
#RDaily@RecruitingDaily @RecruitingBlogs
Curate Your Stories
1. Searchable Key Words
2. Identify Archetypal Stories
#RDaily@RecruitingDaily @RecruitingBlogs
Communicating Stories
Organizations should be
hiring journalists to craft
their s...
#RDaily@RecruitingDaily @RecruitingBlogs
Communicating Stories
1. Use a professional to craft and refine
2. Use in all cha...
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values...
#RDaily@RecruitingDaily @RecruitingBlogs
For Resources http://storiesthatchange.com/RD
David Lee
Principal, HumanNature@Wo...
#RDaily@RecruitingDaily @RecruitingBlogs
Q&AYOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS.
#RDaily@RecruitingDaily @RecruitingBlogs
YOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS.
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How to Use Stories to Make Your Employer Brand More Interesting and Believable

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Using stories to communicate your employer brand will dramatically increase the effectiveness of your recruiting efforts. When you use stories to communicate what makes your organization a great place to work, your message becomes more distinct, believable, and compelling.

When you’re talking to a desirable candidate, being able to easily whip out a cool story that illustrates what makes you a better choice than your competitors will help you turn such conversations into new hires.

Stories that illustrate your core values, your Employee Value Proposition, and the overall personality of your organization help separate you from the Sea of Sameness that is the Employer Branding arena. Rather than be like all the other employers who shout: “We are a great place to work…come work for us!,” you can distinguish yourself by giving inspiring, charming, and enticing examples of WHY you’re such a great place to work.

Don’t be like your competitors and just make claims like: “This is a company that values employee input” or “This is a company that fosters professional development.” Instead, use examples and stories to make your claims believable and memorable.

In this webinar, you will learn how to:

Translate the drivers of talent attraction for today’s most desirable employees into examples and stories that speak to their requirements.
Translate the core cultural values that you want to communicate to the labor market, into examples and stories that make them come alive and make them more believable.
Collect and curate employee and customer stories that everyone involved in attracting and recruiting talent can use when talking with potential candidates, whether in formal recruiting contexts or informal networking contexts that are ideal for employee-generated referrals.

Published in: Recruiting & HR
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How to Use Stories to Make Your Employer Brand More Interesting and Believable

  1. 1. #RDaily@RecruitingDaily @RecruitingBlogs@RecruitingDaily @RecruitingBlogs How to Use Storytelling to Make Your Employer Brand More Interesting and Believable
  2. 2. #RDaily@RecruitingDaily @RecruitingBlogs  Housekeeping  Sponsor  Speaker  Presentation  Q&A ON AGENDA the
  3. 3. #RDaily@RecruitingDaily @RecruitingBlogs HOUSEKEEPING  Grab Tab  Audio Mode  How to ask a Question This program is being recorded. You can download the recording at http://www.recruitingwebinars.com/ TIPS FOR USING YOUR CONTROL PANEL.
  4. 4. #RDaily@RecruitingDaily @RecruitingBlogs SPEAKER David Lee Principal, HumanNature@Work http://humannatureatwork.com/ @HumanNatureWork
  5. 5. #RDaily@RecruitingDaily @RecruitingBlogs The Problems with The Typical Approach to Employer Branding  Messages that are interchangeable—and therefore meaningless  Messages that offer no evidence of their truth
  6. 6. #RDaily@RecruitingDaily @RecruitingBlogs Stories Make Your Message More…  Interesting  Unique  Believable  Persuasive
  7. 7. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  8. 8. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  9. 9. #RDaily@RecruitingDaily @RecruitingBlogs@RecruitingDaily @RecruitingBlogs Step One “Make sure you deliver with what today’s talent wants.”
  10. 10. #RDaily@RecruitingDaily @RecruitingBlogs https://www.flickr.com/photos/wikimediacommons/
  11. 11. #RDaily@RecruitingDaily @RecruitingBlogs
  12. 12. #RDaily@RecruitingDaily @RecruitingBlogs 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.
  13. 13. #RDaily@RecruitingDaily @RecruitingBlogs What Talented Employees Want in an Employer 1. Good Corporate Citizen 2. Ethical 3. Part of Something Great 4. Member of the “A Team”
  14. 14. #RDaily@RecruitingDaily @RecruitingBlogs
  15. 15. #RDaily@RecruitingDaily @RecruitingBlogs
  16. 16. #RDaily@RecruitingDaily @RecruitingBlogs
  17. 17. #RDaily@RecruitingDaily @RecruitingBlogs
  18. 18. #RDaily@RecruitingDaily @RecruitingBlogs What Talented Employees Want in an 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
  19. 19. #RDaily@RecruitingDaily @RecruitingBlogs What Talented Employees Want in an 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
  20. 20. #RDaily@RecruitingDaily @RecruitingBlogs Make a Difference
  21. 21. #RDaily@RecruitingDaily @RecruitingBlogs What Talented Employees Want in an Employer 6. Autonomy 7. Work/Life Balance 8. Professional Development Opportunities 9. Career Advancement Opportunities
  22. 22. #RDaily@RecruitingDaily @RecruitingBlogs What Talented Employees Want in an Employer 6. Autonomy 7. Work/Life Balance 8. Professional Development Opportunities 9. Career Advancement Opportunities
  23. 23. #RDaily@RecruitingDaily @RecruitingBlogs Professional Development Opportunities Debbie Peterson, Marketing Manager Metrostar Systems 5. Challenging Work 6. Make a Difference
  24. 24. #RDaily@RecruitingDaily @RecruitingBlogs Career Advancement Opportunities Brad Parler, Digital Communications Administrator
  25. 25. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  26. 26. #RDaily@RecruitingDaily @RecruitingBlogs To Translate Talent Drivers… “What are examples of us satisfying that driver?” “What’s an actual story that communicates this?”
  27. 27. #RDaily@RecruitingDaily @RecruitingBlogs Example vs. Story
  28. 28. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  29. 29. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  30. 30. #RDaily@RecruitingDaily @RecruitingBlogs 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…
  31. 31. #RDaily@RecruitingDaily @RecruitingBlogs 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
  32. 32. #RDaily@RecruitingDaily @RecruitingBlogs 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?”
  33. 33. #RDaily@RecruitingDaily @RecruitingBlogs Cultural Value Story: “Radar On-Antenna Up”
  34. 34. #RDaily@RecruitingDaily @RecruitingBlogs Amir Zonozi, Chief Strategy Officer “This is what it’s like to work here” Story
  35. 35. #RDaily@RecruitingDaily @RecruitingBlogs
  36. 36. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  37. 37. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  38. 38. #RDaily@RecruitingDaily @RecruitingBlogs Collect Stories From Customers
  39. 39. #RDaily@RecruitingDaily @RecruitingBlogs Collect Stories From Employees
  40. 40. #RDaily@RecruitingDaily @RecruitingBlogs 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.
  41. 41. #RDaily@RecruitingDaily @RecruitingBlogs Collect “Who we are” Employee Stories Steve Ehrlich Global VP of Client Development TMP Worldwide Advertising & Communications
  42. 42. #RDaily@RecruitingDaily @RecruitingBlogs Collect “Who we are” Employee Stories
  43. 43. #RDaily@RecruitingDaily @RecruitingBlogs Collect “Who we are” Employee Stories
  44. 44. #RDaily@RecruitingDaily @RecruitingBlogs Approaches to Collecting Stories 1. “Radar on-Antenna Up” – i.e. Pay Attention… 2. Guided Interviews
  45. 45. #RDaily@RecruitingDaily @RecruitingBlogs Curate Your Stories 1. Searchable Key Words 2. Identify Archetypal Stories
  46. 46. #RDaily@RecruitingDaily @RecruitingBlogs 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
  47. 47. #RDaily@RecruitingDaily @RecruitingBlogs 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)
  48. 48. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  49. 49. #RDaily@RecruitingDaily @RecruitingBlogs Learn how to… 1. Translate Talent Attraction Drivers 2. Translate Cultural Values & Personality 3. Collect, Curate, and Communicate Stories
  50. 50. #RDaily@RecruitingDaily @RecruitingBlogs For Resources http://storiesthatchange.com/RD David Lee Principal, HumanNature@Work http://humannatureatwork.com/ @HumanNatureWork
  51. 51. #RDaily@RecruitingDaily @RecruitingBlogs Q&AYOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS.
  52. 52. #RDaily@RecruitingDaily @RecruitingBlogs YOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS.

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