Humans have an emotive response to stories. This begins in youth with kids stretching and testing the imagination. Stories help people bring situations to life and communicate their significance. Developing the capability to tell stories effectively is an important way for HR to influence and motivate employees.
HR departments deal with human relationships in the workplace which is a very complex subject. Storytelling is a very effective way to explain complex and nuanced issues to people because we can all relate to the sensation that comes with storytelling.
Focus on your employee
Many companies fall short when communicating with their own employees, let alone when extending their brand story to those they hope to recruit.
Before trying to attract new talent, it is necessary to communicate your story in house. Remember, your employees are your first brand ambassadors; they are the ones who will confirm or dismiss your story.
Employees are more than brand ambassadors; they’re promise keepers. They’re the ones who have to bring to life the promises we make in our content programs, lead-nurturing campaigns, PR efforts, and brand storytelling efforts.
Your story must represent the business, ideas, challenges and objectives in terms of growth culture. Each employee must be able to identify with the company’s values and see its impact on its future growth.
It’s not unusual for a company’s story to lack credibility with employees. If your story accurately reflects your company as it stands today, then employees will more easily be inclined to repeat it. If you’re constantly trying to change the story you tell, employees will begin to need tangible evidence of what you’re conveying.
Your employees should feel proud to participate in the writing of your story then want to support and share it.
Shared your story with employees and encourage them to be super brand evangelists. Encourage them to speak freely among their network and your customers through social media or other web 2.0 means.
As they say, a picture worth a thousand words, so don’t hesitate to create album on Instagram or Facebook. Using visuals to tell your company story is not only a great way to attract potential employees, but it’s also a perfect opportunity to engage them on a regular basis without taking up too much of their time with text.
Similarly, consider creating a recruitment video. Instead of reading long post about your company values and goals, candidates can watch a video explaining everything and showing them more personally where they will work.
Don’t forget that a video is more likely to become viral and being shared than text, bringing you more visibility and more candidates.
A “show don’t tell” strategy
Focus on the meaning of the picture you share with your candidates. They are all different and like different things so don’t rely on clichés. For example, not all developers are geeks or nerds. They might play video games or Pokemon, but that doesn’t mean they can all be categorized or summarizes as being the same.
Instead, when you have different open positions in the same field, try to communicate more about your company culture and summarize the mood of the team already in place. This way, potential candidates will be able to know, before even meeting current team members, if his personality will match those of his future co-workers.
Don’t forget the message
Some pictures, videos or even a tweet have the potential to go viral. But don’t forget the primary goal of the message you have shared with your talent pool. That said, don’t always use the same strategy or the same story or you may lose diversity among employees.
Give a human side of you story, and remember not to lie or manipulate the story to be presented in a manner that is not accurate.
If you are already using story telling in your recruitment efforts, let us know what your strategy is and how it works.