52
#RDaily @RecruitingDaily @RecruitingBlogs @RecruitingDaily @RecruitingBlogs How to Use Storytelling to Make Your Employer Brand More Interesting and Believable

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

Embed Size (px)

Citation preview

Page 1: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs@RecruitingDaily @RecruitingBlogs

How to Use Storytelling to

Make Your Employer Brand

More Interesting and

Believable

Page 2: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Housekeeping

Sponsor

Speaker

Presentation

Q&A

ONAGENDA

the

Page 3: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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.

Page 4: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

SPEAKER

David LeePrincipal, HumanNature@Work

http://humannatureatwork.com/

@HumanNatureWork

Page 5: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

The Problems with The Typical Approach

to Employer Branding

Messages that are interchangeable—and therefore

meaningless

Messages that offer no evidence of their truth

Page 6: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Stories Make Your Message More…

Interesting

Unique

Believable

Persuasive

Page 7: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#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

#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

#RDaily@RecruitingDaily @RecruitingBlogs@RecruitingDaily @RecruitingBlogs

Step One

“Make sure you deliver with what

today’s talent wants.”

Page 10: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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

Page 11: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Page 12: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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.

Page 13: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#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”

Page 14: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Page 15: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Page 16: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Page 17: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Page 18: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#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 19: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#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

#RDaily@RecruitingDaily @RecruitingBlogs

Make a Difference

Page 21: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

What Talented Employees Want in an

Employer

6. Autonomy

7. Work/Life Balance

8. Professional Development Opportunities

9. Career Advancement Opportunities

Page 22: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

What Talented Employees Want in an

Employer

6. Autonomy

7. Work/Life Balance

8. Professional Development Opportunities

9. Career Advancement Opportunities

Page 23: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Professional Development Opportunities

Debbie Peterson, Marketing Manager Metrostar Systems

5. Challenging Work6. Make a Difference

Page 24: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Career Advancement Opportunities

Brad Parler, Digital Communications Administrator

Page 25: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#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

#RDaily@RecruitingDaily @RecruitingBlogs

To Translate Talent Drivers…

“What are examples of us

satisfying that driver?”

“What’s an actual story that

communicates this?”

Page 27: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Example vs. Story

Page 28: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#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

#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

#RDaily@RecruitingDaily @RecruitingBlogs

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…

Page 31: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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

Page 32: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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?”

Page 33: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Cultural Value Story:

“Radar On-Antenna Up”

Page 34: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Amir Zonozi, Chief Strategy Officer

“This is what it’s like to work here” Story

Page 35: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Page 36: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#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

#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

#RDaily@RecruitingDaily @RecruitingBlogs

Collect Stories From Customers

Page 39: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Collect Stories From Employees

Page 40: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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.

Page 41: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Collect “Who we are” Employee Stories

Steve EhrlichGlobal VP of Client Development

TMP Worldwide Advertising & Communications

Page 42: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Collect “Who we are” Employee Stories

Page 43: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Collect “Who we are” Employee Stories

Page 44: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Approaches to Collecting Stories

1. “Radar on-Antenna Up” – i.e. Pay Attention…

2. Guided Interviews

Page 45: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

Curate Your Stories

1. Searchable Key Words

2. Identify Archetypal Stories

Page 46: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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

#RDaily@RecruitingDaily @RecruitingBlogs

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

#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

#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

#RDaily@RecruitingDaily @RecruitingBlogs

For Resources http://storiesthatchange.com/RD

David Lee

Principal, HumanNature@Workhttp://humannatureatwork.com/

@HumanNatureWork

Page 51: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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

Page 52: How to Use Stories to Make Your Employer Brand More Interesting and Believable

#RDaily@RecruitingDaily @RecruitingBlogs

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