Why Storytelling Can Help You Attract Better Talent
Storytelling is a human tradition dating back thousands of years. It satisfies a need for socialization and can also be a great marketing tool in that it builds trust and a customer base. In fact, people’s brain chemistry changes when they listen to stories that engage them. Despite this, many companies don’t practice enough storytelling. They focus too much on telling people what they want or need instead of establishing a foundation that makes employees and customers want to work with them.
What storytelling means
In this case, storytelling does not mean companies need to invite schoolchildren over for reading hour, although that idea can certainly be useful for many businesses.
- Recruitment strategy: Companies need to engage job seekers. Even more so, they need to engage people who are not actively job hunting because they’re satisfied enough where they are. One way to do this is through blog posts, podcasts, Facebook posts and the like. Telling stories such as “A Day in the Life of…” holds tremendous potential.
- Establishes company foundations and priorities: Companies must answer several questions before they can even begin to tell stories and engage employees and potential customers. For example, they need to know why the company started, the story behind its founders, the company’s goals, the stories behind current employees and management. A treasure trove of rich experiences awaits.
- A form of employee engagement: Group storytelling is a way for employees to collaborate and see their worth to the company. For example, when an employee is asked to write a blog post on common problems in her job or another topic, she knows the company notices and values her.
- Establishes trust, transparency, authenticity and relevance: Stories that reach people, that connect with them emotionally, show that a company has its pulse on what matters. Potential employees, current employees and potential customers feel safe and valued.
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