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.

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

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 Presentation
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HOUSEKEEPING
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This program is being recorded.
You can download the recording at
http://www.recruitingwebinars.com/
TIPS FOR USING YOUR CONTROL PANEL.

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SPEAKER
David Lee
Principal, HumanNature@Work
http://humannatureatwork.com/
@HumanNatureWork

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The Problems with The Typical Approach
to Employer Branding
 Messages that are interchangeable—and therefore
meaningless
 Messages that offer no evidence of their truth

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Stories Make Your Message More…
 Interesting
 Unique
 Believable
 Persuasive

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Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

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Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

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Step One
“Make sure you deliver with what
today’s talent wants.”

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

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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.

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What Talented Employees Want in an
Employer
1. Good Corporate Citizen
2. Ethical
3. Part of Something Great
4. Member of the “A Team”

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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

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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

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Make a Difference

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What Talented Employees Want in an
Employer
6. Autonomy
7. Work/Life Balance
8. Professional Development Opportunities
9. Career Advancement Opportunities

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What Talented Employees Want in an
Employer
6. Autonomy
7. Work/Life Balance
8. Professional Development Opportunities
9. Career Advancement Opportunities

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

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Career Advancement Opportunities
Brad Parler, Digital Communications Administrator

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Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

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

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Example vs. Story

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Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

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Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

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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…

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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

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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?”

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Cultural Value Story:
“Radar On-Antenna Up”

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Amir Zonozi, Chief Strategy Officer
“This is what it’s like to work here” Story

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Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

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Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

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Collect Stories From Customers

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Collect Stories From Employees

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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.

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Collect “Who we are” Employee Stories
Steve Ehrlich
Global VP of Client Development
TMP Worldwide Advertising & Communications

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Collect “Who we are” Employee Stories

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Collect “Who we are” Employee Stories

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Approaches to Collecting Stories
1. “Radar on-Antenna Up” – i.e. Pay Attention…
2. Guided Interviews

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Curate Your Stories
1. Searchable Key Words
2. Identify Archetypal Stories

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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

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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)

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Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

49. #RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories

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

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Q&AYOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS.

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YOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS.