How to Use Stories to Make Your Employer Brand More Interesting and Believable
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Transcript of 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
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Housekeeping
Sponsor
Speaker
Presentation
Q&A
ONAGENDA
the
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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.
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SPEAKER
David LeePrincipal, 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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#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 8: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/8.jpg)
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 9: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/9.jpg)
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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
![Page 19: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/19.jpg)
#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
![Page 20: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/20.jpg)
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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 Work6. Make a Difference
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Career Advancement Opportunities
Brad Parler, Digital Communications Administrator
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#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 26: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/26.jpg)
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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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#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 29: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/29.jpg)
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 30: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/30.jpg)
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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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#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 37: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/37.jpg)
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 38: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/38.jpg)
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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 EhrlichGlobal VP of Client Development
TMP Worldwide Advertising & Communications
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Collect “Who we are” Employee Stories
![Page 43: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/43.jpg)
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Collect “Who we are” Employee Stories
![Page 44: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/44.jpg)
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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 EhrlichGlobal VP of Client Development
TMP Worldwide Advertising & Communications
![Page 47: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/47.jpg)
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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)
![Page 48: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/48.jpg)
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 49: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/49.jpg)
#RDaily@RecruitingDaily @RecruitingBlogs
Learn how to…
1. Translate Talent Attraction Drivers
2. Translate Cultural Values & Personality
3. Collect, Curate, and Communicate Stories
![Page 50: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/50.jpg)
#RDaily@RecruitingDaily @RecruitingBlogs
For Resources http://storiesthatchange.com/RD
David Lee
Principal, HumanNature@Workhttp://humannatureatwork.com/
@HumanNatureWork
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Q&AYOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS.
![Page 52: How to Use Stories to Make Your Employer Brand More Interesting and Believable](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6518dc7f8b9a2e118b4a97/html5/thumbnails/52.jpg)
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YOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS.