3 Killer Ways HR Uses Storytelling To Attract More Candidates
Often underestimated, Human Resources holds a valuable role in every business regardless of size. As the face of the company, HR is typically the first point of contact for job seekers giving them a critical opportunity to make a lasting first impression. This is especially important with the new generation of workers as their needs are vastly different from baby boomers.
In order to adapt to the needs of the new generation, HR is shifting their strategy from an administrative focus to a more personalized experience for both candidates and employees. This means they are redefining their strategy to humanize the company brand. Believe it or not, a company brand has many human-like characteristics. It has a personality, an identity and creates an experience through how it communicates and behaves. These characteristics form the first impression and are the deciding factor of whether or not someone will want to move forward with a company.
To help candidates visualize what their journey would be like, HR is incorporating storytelling to ignite an emotional connection and foster a relationship with their candidates. Storytelling is the easiest way to create a connection between people and a brand. Customers don’t buy into the product, they buy into the story. An authentic story enforces an identity giving job seekers something they can relate to and desire to be a part of.
Here are four ways Human Resources can create a more engaging experience to capture the attention of top talent
Generating Appeal With a Relatable Story
Traditional recruiting methods consisted of a one-sided relationship focusing intently on hard skills and the needs of the company. There was little to no emphasis on creating a mutually beneficial relationship with the candidate. HR has since taken the lead on breaking down the hierarchy, dropping the veil on their internal culture and creating an inviting experience making job seekers feel more welcome.
YOU MAY ALSO LIKE
Today, new generations desire to know how they will fit in and grow with a company. Job descriptions have since shifted away from brief and concise bullet points to using storytelling techniques. This helps to paint a picture that makes candidates feel like they’re a character in a story. To be successful, HR is retiring archaic job descriptions that speak at job seekers and rewriting descriptions that speak to them . A successful job description will help candidates visualize how they’ll fit in the big picture of a company, their day-to-day, and the positive impact they’d make. This helps them bond with the brand creating an identity and making them feel more connected by giving them the feeling of purpose they crave.
Once siloed, HR is now partnering with employees to create internal ambassadors that help attract top external talent. A study in the Journal of Brand Management stated four out of 10 employees struggle to communicate the brand of the company they work for because they lack a clear understanding of it. Storytelling helps to articulate a company brand connecting people and ideas giving employees have a clear picture and better understanding of what the company stands for.
Making Your Culture Whole with a Well-Rounded Team
Companies recognize in order to remain competitive in their industry they need to have a workforce with a well-rounded skill set. This requires them to foster a diverse and inclusive culture with individuals from various backgrounds to balance out the skills of the team.
Accenture has done an amazing job using storytelling to speak about their culture by launching a project “Inclusion Starts with I.” Their youtube channel hosts a variety of videos featuring individual employees to create an open and continuous conversation around a topic many companies shy away from. The global professional services company embraces this by having their employees be the voice of the movement creating a more authentic and engaging experience that candidates want to be an ambassador for.
Creating a platform for your employees to spotlight their own experience creates a discussion around biases. HR taking the lead and giving everyone a seat at the table helps to create a more authentic and credible relationship that makes candidates feel included and valued if they were to join the team.
Creating an Influential Social Media Presence
The presence of social media has become significant in the way companies communicate with their external audience. HR wears many hats, in that, they’re also part public relations and part marketing for the company. As the first point of contact, HR should be skilled at humanizing the brand with an active and personable social media presence.
When seeking out and applying for positions, the new generation of tech-savvy job seekers performs extensive research to learn more about the brand, culture, team and overall experience. Social proof plays a critical role as the online presence of a company influences the next steps a job seeker takes. This is why it's crucial for HR to interact with both negative and positive reviews. If negative reviews go ignored, it shows candidates employees voices go unheard. New generations want to be part of a company that’s aligned with their core values. This includes exhibiting transparency, flexibility, an investment in their future and a focus on social impact.
Job seekers are more likely to apply for positions with an engaging and active online presence than one with a stale and non-existent one. HR can use this opportunity to display the various internal happenings of the company such as rewards, engagement and recognition initiatives.
Storytelling is a great way to weave the brand into the culture and help candidates get a better understanding of what their experience would be like should they join the team. This is done by showcasing wins, spotlighting community involvement, engaging your audience with a consistent message and personality across all social media platforms.
Create an inviting experience to attract top talent by using storytelling as the vehicle of communication. Remain authentic and consistent in how you communicate it and strip down the corporate lingo to create a more personalized experience making the candidate feel welcome.