How to Attract Qualified Candidates with Brand Storytelling
Storytelling is one of the most effective marketing strategies you can use to win over potential job candidates. Stories drive emotion, helping candidates remember your brand long after they’ve been published online.
In fact, storytelling tends to be 22 times more memorable than straight facts.
Instead of listing the perks of working at your company, put the audience in the shoes of one of your employees, so they can put these benefits into context.
From individual employee stories to the founding of your company, use brand storytelling to create content that resonates with qualified candidates.
Focus on the Candidate’s Experience
When you’re trying to reach potential candidates, help them realize what they can expect from working for your brand.
This means you shouldn’t focus as much on the leaders of your company, but rather individual employees that reflect the kinds of roles you’re trying to fill. Put potential candidates in the shoes of your current employees, so they can see what it’s like to work at your company.
According to LinkedIn, candidates trust employees three times more than the company itself to provide credible information on what it’s like to work there.
Instead of having your employees talk about what’s great about your company, have them talk about their personal and professional experiences, including why they took this job in the first place, what they were doing before and why they left that job, and what they’ve learned while working for your company.
Don’t make an entire video or article about your company. Start the conversation from the perspective of one of your employees by having them talk about their professional goals, their loved ones, and what kind of a future they envision for themselves.
90% of millennials say authenticity is important when choosing which brands to support.
And, you can bet, if millennials don’t support your brand as a consumer, they won’t support your brand as an employee.
Don’t shy away from the nitty gritty when it comes to brand storytelling. Use personal details that potential candidates can relate to, such as a new mother grateful for her maternity leave, interns and recent grads that finally land the jobs of their dreams, and recent hires that are making a difference in their communities.
Give your employees the space to talk openly about their lives and why they chose to work for your company, as opposed to limiting them to a few scripted talking points.
Show the Full Arc
Every story needs conflict.
The story of your brand is going to be pretty boring if it’s all smiles from the first frame to the last. Drive emotion with your videos and articles by talking about how your company and its employees overcome obstacles.
Start with a problem and propose a solution by the end of the video or article. If you’re talking about the mission of your company, identify what needs to change in your industry, show your company tackling this problem, and then show the results.
If you’re talking about the story of your employees, show them grappling with a personal or professional problem, how a job at your company helped them overcome this problem, and what their life is like now.
Use a beginning, a middle, and an end to steer candidates through the story of your brand and why your company is a great place to work.
Brand storytelling is just like any other kind of story. Use emotion, authenticity, problem solving, and personal details to attract highly qualified candidates. If you need help bringing your ideas to fruition, attend recruitment marketing conferences to learn more about attracting the right candidates.