Are you telling the story of your employer brand?
With the push and pull between candidate and employer changing all the time, it’s like a talent rodeo out there. And just like in the wild west, the companies that will come out on top aren’t the ones with the smartest words, but those who put on the greatest show.
So while you might have a great employer branding strategy, if you’re not storytelling about your brand, you’re not doing it right.
We all know that humans are drawn to stories – they sell everything from trainers to smoothies, after all. They also sell jobs, and however good your value proposition is as an employer, storytelling is the secret sauce that will make you stand out, connect and win over those dream candidates.
But what is employer brand storytelling, and why does it matter?
Well, think about it: if you’ve worked on your employer brand and developed an EVP you’re probably doing a pretty good job of telling people why they should come and work for you.
But are you showing them?
Here’s why storytelling is so important in employer branding:
It's authentic
Let's cut the corporate jargon and bring in the real deal. Employer brand storytelling is all about sharing who you really are: your values, your quirks, your culture. Authenticity like this speaks volumes to candidates hungry for genuine connections.
It’s magnetic
A meaningful employer brand story is like a magnet for people who get your mission and values. That means a better fit, happy employees and longer lasting relationships.
It’s unique
Ever feel like everyone dresses the same in the world of recruitment? Well, unique storytelling is what helps you put on the superhero cape and sets you apart from the crowd.
So what does employer brand storytelling look like and where do you start? Well, here are a few ideas.
1. Remember: your employees are your content
Use your employees to tell your employer brand’s story through articles, films and social media content. Is your finance manager a whizz on TikTok? Get them creating. Your people are your greatest storytellers, because what they say is authentic, personal and relatable. Oh, and don’t forget - you only get to use employer advocates if they’re happy, engaged and fulfilled in what they do. So make sure they are.
2. Consider your audience demographic, but also their psychographic
You might have thought about your potential candidate’s profile – their age, education, location and qualifications. But what about their psychographic? This is their viewpoints, personality traits, interests and values. In telling employer brand stories you don’t just need to know who your audience is – you need to know how they think and what’s important to them. Then you can tailor your stories to really hit home.
3. Think like a journo
Yep, it’s time to channel your inner reporter. Whatever’s happening in your organisation, it’s a story opportunity. What projects have you got going on? What’s happening in your employees’ lives? What’s everyone getting excited about? This is where you can share stories that tug at the heartstrings, make people chuckle and show the real stuff that happens behind closed doors.
4. Adopt a ‘they ask, you answer’ approach
What do candidates want to know about your organisation? Use research and data gathering to preempt their questions and answer them before they’ve asked – using the power of stories.
5. Tell the story of your organisation
It’s time to travel back to when it all began. How did you start? What obstacles did you overcome as a business? What makes you a success? Sharing the story of your business – from scrappy startup to where you are now – gives you personality and a human touch, especially if it’s done through film. It’s storytelling with a side of nostalgia.
6. Highlight what makes you different
Whatever your quirk factor, use it to stand out. So do some competitor research and work out how you’re different in your industry. Do you have enhanced parental leave that supports new mums? Tell the story. Is your training and development the best in the industry? Show it in action. Is your company involved in community work? Share with the world. These are the stories that make you unique.
7. Show your personality – in everything
Brand voice is storytelling too, so use it everywhere. And I mean everywhere. Don’t just speak like you on your careers site, but in your privacy policy and even your error messages. You could show your design skills in your team page, demonstrate your culture in your application process or show your creativity on your application forms. These are storytelling opportunities too, and the more you can show your individuality as a business, the more likely you are to attract candidates who align with what you believe.
Employer brand storytelling isn’t about flexing your corporate muscles with grand statements. It’s about sharing your heart, soul and the juicy bits that make you, well – you. And remember: the more you connect with your audience the more likely you are to hire brilliant, loyal candidates who can tell great stories too.
