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Better Storytelling, Better Brands - Crystal Miller

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How Better Storytelling = Better Employer Brands. #IgniteHR session at SocialHRCamp 2015 in Omaha.

Published in: Recruiting & HR
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Better Storytelling, Better Brands - Crystal Miller

  1. 1. 1 Better Storytelling Better Brands I am Crystal Employer Brand / Digital Strategy Leader | Strategist | Advisor | Speaker | Practitioner and Consultant Founder of Branded Strategies | Mom | Writer I Have Kids Two of them, actually. One is about to graduate from high school and the other just got a car. A convertible, because I’m a total sucker and she’s an overachiever. I Work In 2013, I formed an agency dedicated to helping HR & Recruiting organizations build better Talent Attraction programs. I’ve also got a partner, Carrie but she’s not here. I Have a Book Look how accomplished I am! (No seriously, I do have one coming out next month. Keep an eye out, mmkay?)
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  4. 4. 4 Candidate & Audience Personas Keeps Messaging Relevant Address their Concerns Build Attractive Relationships Speak the Language
  5. 5. 5 Assemble: Goals Assemble: Name & Face Identify Existing EEs Assemble: Background Create Messaging Source & Snoop
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  7. 7. 8 Identifying the Hero(es) Our Job Opportunities We Require We Provide Our Products and Services Our Focus and Clients About Us
  8. 8. 9 Identifying the Hero She’s Perfectly Imperfect Can Laugh at Herself Engages on CSR Topics Fans are “Friends” Audience at Center Story Swift Acts Believable
  9. 9. 10 Know Your Hero
  10. 10. 11 Identifying the Mentor Mentors Fit Into the Hero’s Life Mentors Increase Knowledge Mentors CARE Mentors are Selfless Influence the Hero Mentors Have Benefits, Too
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  12. 12. 13 Incorporating Story (exhaustative) DOCUMENTATION (explanatory) ORAL DELIVERY (dramatic) CINEMA & LITERATURE REPORT PRESENTATION STORY FACTS DATA PERSUASIVE MOTIVATING EXPERIENTIAL EMOTIONAL
  13. 13. 14 Story Presentation Form CROSS THE THRESHOLD BEGINNING MIDDLE END What could be What could be What could be What is What is What isWhat is The gap Reward: New Bliss TURNING POINT 1 CALL TO ADVENTURE TURNING POINT 2 CALL TO ACTION
  14. 14. 15 Communicate “The Big Idea” Articulate Unique POV Convey What’s at Stake Be a Complete Sentence
  15. 15. 16 Creating Common Ground SHARED EXPERIENCES COMMON GOALS QUALIFICATIONS 01 02 03
  16. 16. 17 Resonating Rewards Basic Needs Security & Safety Return on Investment Recognition Relationship Destiny
  17. 17. 18 0 3 SITUATION SICK AND HUNTED ET & Elliott bond THEY ESCAPE E.T. goes home, with Elliott in his heart 0 1 0 2 E.T. Left Behind Wants to go home CHALLENGE RESOLUTION STORY PATTERN Hold audience interest like a movie.
  18. 18. 19 The Audience Journey YOU ARE PROPOSING CHANGE ACKNOWLEDGE THE STRUGGLE IS REAL PLAY THE MENTOR & PREPARE THEM SHARE THE IMBALANCE (created need) CREATE THE CONTRAST
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