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Better Storytelling

Better Brands

I am CrystalEmployer 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 WorkIn 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 BookLook how

accomplished I am! (No seriously, I do have

one coming out next month. Keep an eye

out, mmkay?)

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Candidate & Audience Personas

Keeps Messaging

Relevant

Address their

Concerns

Build Attractive

Relationships

Speak the

Language

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Assemble:

Goals

Assemble:

Name & Face

Identify

Existing EEs

Assemble:

Background

Create

MessagingSource

& Snoop

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Identifying the Hero(es)

Our Job

Opportunities

We Require

We Provide

Our Products

and Services

Our Focus and

Clients

About Us

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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

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Know Your Hero

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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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Incorporating Story

(exhaustative)

DOCUMENTATION

(explanatory)

ORAL DELIVERY

(dramatic)

CINEMA & LITERATURE

REPORT PRESENTATION STORY

FACTS DATA PERSUASIVE MOTIVATING EXPERIENTIAL EMOTIONAL

14Story Presentation Form

CROSS THETHRESHOLD

BEGINNING MIDDLE END

Whatcould be

Whatcould be

Whatcould be

What is What is What isWhat is

The gap

Reward:New Bliss

TURNING POINT 1CALL TO

ADVENTURE

TURNING POINT 2CALL TOACTION

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Communicate “The Big Idea”

Articulate Unique POV

Convey What’s at Stake

Be a Complete Sentence

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Creating Common Ground

SHARED EXPERIENCES

COMMON GOALS

QUALIFICATIONS

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Resonating Rewards

Basic Needs Security & Safety Return on Investment

Recognition Relationship Destiny

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SITU

ATI

ON

SICK AND HUNTEDET & Elliott bond

THEY ESCAPEE.T. goes home, with

Elliott in his heart

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E.T. Left BehindWants to go home

CH

ALL

ENG

E

RES

OLU

TIO

N

STORY

PATTERNHold audience interest like a movie.

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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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