TalentTalk: How to create Employee Stories that bring your brand to life
Candidates are hunting for the real deal scoop about what the every day is like working at your company. You’re also trying to communicate your EVP, values, and organisational purpose. How do you bring these lofty concepts to life while giving an authentic glimpse at the employee experience?
Using real employees and highlighting their experiences is now considered a best practice for career sites and social channels.
For this TalentTalk Adam was joined by Lauryn Sargent, co-founder and partner of Stories Incorporated. Lauryn and her team have helped several leading employer brands get great and true stories from employees, and bring them to life for candidates in the form of videos, engaging blog posts, infographics and more. They even wrote and published a graphic novel using real employee stories to illustrate values for a global gaming company.
Why create employee stories?
Companies that use employee stories are those with a great culture and a story to tell but without the ability/means to do so. Our brains are wired to remember stories. And, more of the brain is activated when listening to a story, so the information is retained better.
What stories do candidates want to hear?
They want to know what the coffee tastes like. What it’s really like to work for your company. Lauryn states that often finding a polarising story works best. One that someone will either relate to completely and think – this is where I want to work – or will realise that this company is not the right fit for them.
The most important aspect of any story is authenticity. Lauryn says that in order to create authentic stories they do a culture sweep – this involves interviewing a number of people at each level so that you can create multiple stories for your different audiences. She goes on to say that companies need to avoid creating a sanitised version of their company. This will only lead to disappointment for both sides when a new hire realises that they are not the right fit.
What formats can you use for these stories?
Employee stories can be created across multiple formats. The format used should match the companies culture and audience. Some examples might include blogs, slide shows, a video series, a story site or even a graphic novel.
Watch the full show below.