Since at the moment all kinds of industries have problems recruiting the right people, I sometimes get asked if there are storytelling lessons and tricks that can be used to make the recruitment process better. We'll jump into it immediately and I'll share the best insights and practices - and a few real practical solutions - on how storytelling can help you be a more interesting organization that attracts the right talent. Let's dive in!
1 - Be an interesting brand to begin with
The idea of having a brand story is often scoffed at. Oh ye of little faith... storytelling is mankind's primary tool in teaching us how to live and how to share information. In fact, it is more important than the invention of the axe or the harnessing of fire or the concept of aqueducts, because it allowed those lessons - axe, fire and aqueduct - to be shared over the ages. In short, storytelling is the basis of all communication that has ever been invented, including all art, all design, all film, all posters... everything. And yes. All your marketing too.
If you don't have an interesting brand story, for whatever kind of organization you have, whether it be a company, an NGO or charity, a government, a school, a sportsclub or an art group... without a brand story nobody can help you man. You need to have a position in the mind of the person you want to recruit, even if it is just the tiniest.
Why? Because people aren't psychic. The human mind needs shortcuts, quick references that have emotions tied to practical information. If you don't have that, no one will remember you. Literally.
Branding is the practice of building those references with color, design, words and a whole host of other 'marks' that make you stand out and be memorable. Trust me here, this ain't my first rodeo: you first need to have your brand story figured out, including the unique traits of your company culture. Only then will you be guaranteed to attract the right talent.
See a brand story as a magnet: not everybody has one, but if you do... you become attractive with hardly any effort.
2 - Have the whole diversity thing down in your story
It's okay if your company isn't the most diverse and inclusive company on the planet just yet. We can't all be Hollywood here. Yet, make sure you have everything in place to become diverse and inclusive. I'm not saying that because I'm wagging my finger at you with some ethical or moral narrative but I'm saying it for totally different reasons that also involve your future success.
The world is now diverse. Period. Nothing to do about it. If you want to reach more people and more customers, you need to have different target audiences represented in your company for the simple reason that they can give you insights into expanding your business. Just think of it this way: nature itself thrives with diversity and falls flat with mono culture.
Now... you don't have to lay it on too thick. But make sure your company's story and culture reflects society itself. And that society is diverse. Weave it into your story, your culture, your brand and your target audience. Today.
3 - Demographics aren't everything
Having made the diversity and inclusion point, please note that demographics are not the be all and end all of your story for recruitment. Society being so diverse also means that many different demographics can be completely open to all kinds of points of view... what you want to look for in your new recruits is that openness, regardless of their demographics.
In storytelling there is a rule: emotions come before demographics. All human beings have the same basic set of emotions and since we are a social animal we can understand and even copy each others emotions, regardless of our demographic and cultural background. So, for your recruitment story to the outside world you might want to build a bit of a paradox: A diverse and inclusive culture in the storytelling... but don't lean too heavy on the demographics in your recruitment message.
4 - Let The Recruitment Candidates Create Your Own Function
If you want to test that openness and creativity, here's a cool storytelling idea: let the candidates create their own function. What that forces them to do is tell their own story: what they like, what they are good at, what they prefer in the job. That kind of story is a really good indicator for you to work with and assess the candidate. Yet it also already establishes a deeper bond from the candidate with your organization too. They have put time and effort into the application, created their own function even, and this creates a deeper connection straight away.
5 - Showcase Your location in a video
A really cool trick to attract candidates with a storytelling tool is to create a - quick and inspiring - video of your company on location. You don't need any dialogue or presentation for that. In fact, some years ago, Het PR Bureau (The PR Agency) in the Netherlands made a very simple video: they went around the company with a camera, set to a cool Queen song. This video was so cool and fun that they didn't have to do any more recruiting for years because everyone just wanted to work there.
6 - Make The Job Interview Absolutely Fantastic
In the better articles on recruitment, something is often mentioned: make the job interview fantastic. The job interview works both ways: if you have a good candidate, how does this person experience the job interview? Is it in a fun and inspiring place? Maybe you always want to make the second interview even more special if both parties are already interested?
7 - Testimonials Are A Form Of Storytelling Too
A simple story trick that always works is to make three inspiring testimonials from current staff about how cool it is to work at your organization, and put them on the website or the recruitment tool that you use. They don't have to be long, just engaging and enthusiastic. Just make sure you use great photography to get the right message across: just how great your organization is to work at.
8 - A Day In The Life Of...
You can create an article that describes a day in the life of your organization. What goes on? What are the more mundane things that happen, but also, what kind of things can and will happen that are out of the ordinary? There's tons of content you can put it in. So much so, it could be presented as a long read. You could also consider making it 'A Week In The Life Of... ' if your organization has a lot going on. Those five days can be spread out over five different functions as well, if you want to go crazy. Just think of the kind of magnetism this creates: your candidates will get a true sense of what it's like to work with you.
9 - Create An Event That Suits Your Organization
What kind of event suits your organization? If you're a sports club, it would obviously be a sports related event. A charity will organize - you guessed it - a charity event. But if you have an IT organization, maybe a hackathon will be the right bet. In such a case you could actually already test just how talented a new recruit actually is. You can hand out prices for those that miss out, so they'll still feel positively about your organization and spread the word. And those that are 'in' are already basically at work in the most meaningful way possible. When you give tasks to possible recruits at such events you create engagement and have a great way to test the candidates already. Just make sure it's worthwhile for everyone, not just the 'winners' of the job.
10- Design a media campaign that helps something
An example I always use in my Storytelling lectures is that of SAAS, the software company that actually coined the Software As A Service concept in their name. They are focused on IT and tech, specifically everything that has to do with data. Featured prominently on their website there was this project that had them track endangered animal species, including very iconic beasts such as cheetahs and leopards. Their message was simple: 'We use data to help the world of nature'.
In one fell swoop they both set themselves up as protectors of the natural world and give great meaning to the otherwise 'dry' practice of collecting data. Plus, without them having to point it out, they showed just how good they are... since tracking those kinds of animals and analyzing that kind of data is no easy feat. So, this is the last idea I have for you for now: Design a media campaign that helps something. Besides it looking good for clients and recruitment, those kinds of projects will also get you free publicity. And you've guessed it: free publicity attracts talent.
Well, there you have it, Recruitment Storytelling, best of luck!
Love, as always,
And check out my book The Whole Story - The Ultimate Guide to Storytelling!
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