In his webinar titled “How to Tell Your HR & Recruiting Story With Killer Content,” Matt Charney advises HR and recruiters on the importance of telling an organization’s story to attract talent and building a business case that supports the brand. Charney emphasizes that, “What differentiates outstanding and engaging content is that it has a narrative, a clear voice and relevance to the audience.”
Every story begins “Once upon a time…”
All organizations have a history - a story that can help create a personal and emotional connection with candidates. “You are not writing for an HR audience, but to attract candidates. So it’s important to tell your story beyond the benefits, ping pong tables and open seating arrangements,” says Charney. “It’s about finding the moment when the idea became a brand for your organization. Everything stems from that narrative.”
The most important aspect of the organization’s story is its people. The story of the company and of its brand is being written every moment of every day by its employees, and their personal stories should be included in this narrative. What are their talents and passions and how are they contributing to your culture?
Engaging external candidates in two-way communication is a great way to help communicate your organization’s story and culture. Zappos recruiters constantly engage with potential candidates through social media, and the company encourages all employees to be brand ambassadors on platforms such as Twitter and Facebook.
“Great content makes you want to care, share or swear.” - Sarah Evans
Great content may also help to attract candidates to your organization. How are you telling your organization’s story?
Please join @weknownext at 3 p.m. ET on May 28 for #Nextchat with special guest Matt Charney @mattcharney. We’ll chat about best practices for content creation, marketing and messaging for HR and recruiting professionals.
Q1. How do you find and develop great content for your organization’s employer brand and story?
Q2. How can HR/recruiters communicate an organization’s story so that it relays its personality and culture?
Q3. How can HR/recruiters use their organization’s story to create a personal or emotional connection with candidates?
Q4. In what ways can employees be brand ambassadors for your organization and help tell the organization’s story?
Q5. What are the best ways to use social media to communicate the organization’s story and employer brand?
Q6. How can photos and video be used to communicate an organization’s story and brand?
Q7. When investigating an organization as a potential employer, what types of content do you find engaging, compelling and relevant?
Q8. What are the most common mistakes that HR/recruiters make when creating/communicate their organization’s story or brand?