5 ways to…tell a great company story

Company storytelling

If you’re gearing up for a hiring spree this autumn, how you sell yourself matters. Candidates look for an employer whose values match their own – especially in the realms of ethics, inclusion and respect. Convey your integrity with an engaging, inspiring story and the talent will beat a path to your door.

  1. Remember your purpose. Humans are hardwired to pay attention to stories. Stories inspire and convince, build connections and guide decisions, and are many times more effective than data alone. When crafting your company story, start by defining what you want potential candidates to think, feel and do as a result – with the ‘feel’ part front of mind.
  2. Understand your audience. Top talent have their pick of the market and they know it. Identify into who you’re hoping to attract, and their career goals and personal values. Now more than ever, talented candidates are interested in organisations whose culture matches their ethical ideals. Use your story to demonstrate your inclusive ethos.
  3. Share who you are. Consider your story as an elevator pitch about the business. The most effective stories build emotional connections by being authentic. Who are you and what do you stand for? How did you become that way? Why is it important that you are that way? Encourage potential candidates to draw their own conclusions rather than simply using adjectives to tell them what to think.
  4. Paint a compelling future. Effective stories create an inspiring vision of the future. When it comes to attracting talent, this means being specific about what life would be like if they join. Use your story to help them envisage what their day-to-day could look like, drawing on what you know about their goals and values to emphasise the cultural synergy.
  5. Bring it to life. The language we use affects how people recall a story. The most memorable stories use evocative, surprising language to create deeper connections – think of the difference between ‘house’ and ‘home’. Once you’ve drafted the story, review it with a creative eye: how can you add the ‘wow factor’?
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