Often, Human Resources holds a valuable role, regardless of size, plays a valuable role in each business. As a face of a company, HR is usually the first contact for employment applicants and gives them an important opportunity to give them a permanent first impression. This is particularly important for new generation workers since their needs are very different from the arms of the booms.
According to the National Federation of Independent Business, 46% of small and medium-sized enterprises can open a job that can not be filled, and 89% of those companies can not find qualified candidates. Prudential found that among the approximately 1 in 4 American workers seeking to change jobs post-pandemic crisis, 42% graded their employers a “C” or lower for the ability to communicate and foster employee connectedness. "The issues of communications culture and the company are also at the top of workers who were investigated, and employers who worked to keep both are likely to keep talent and find surveys.”
Many companies can not communicate in a manner effective with existing employees, stimulating them, connecting, and providing privileges These problems are resolved by adopting a narrative approach.
This is the easiest way to create connections between people and brands. Customers don’t buy into the product, they buy into the story. Genuine conversations want to enforce the identity that a job gives, and we hope they are associated and part of it.
1. Use a related story to build attraction:
Traditional hiring methods include a one-sided relationship that focuses on the skills and needs of the company. There is little emphasis on building mutually beneficial relationships with candidates. Since then, the human resources department has taken the initiative to break down the hierarchy, lift the veil of internal culture, and create an engaging experience that makes job seekers feel more welcome.
Today, a new generation of people are eager to know how they will fit into the business and grow with the business. Since then, job descriptions have shifted from short points to using storytelling techniques. This helps to paint a picture and make the candidate feel like a character in the story. In order to succeed, the human resources department is deleting outdated job descriptions related to job applicants and rewriting descriptions related to them. Successful job descriptions will help candidates imagine how they will fit into the overall situation of the company, their daily operations, and the positive impact they will have. This helps them to connect with the brand by creating an identity and making them feel more connected to the brand, thereby giving them the sense of purpose they desire.
HR, once isolated, now works with employees to create internal ambassadors to help attract the best external talent. A study in the "Brand Management Magazine" showed that four out of ten employees have difficulty communicating the company brand they work for because they lack a clear understanding of the brand. Storytelling helps to clarify the company’s brand by connecting people and ideas, allowing employees to clearly understand the company and better understand the company’s propositions.
2. Build a complete culture with a Well-Rounded team:
Companies recognize that to remain competitive in their industry, they need to have a well-skilled workforce. This forces them to cultivate a culture of diversity and inclusion with people from different backgrounds to balance team skills.
Accenture has done a great job launching the "Inclusion Starts with I." project and telling stories to talk about their culture. His YouTube channel offers a variety of videos with individual employees, with open and ongoing conversations on topics that many companies avoid. This global professional services company embraces this by making its employees the spokespersons for the movement, creating a more authentic and engaging experience that candidates want to be their ambassadors.
Create a platform for your employees to highlight their own experiences, sparking a discussion about bias. HR taking the initiative and letting everyone sit at the table helps to build a more authentic and credible relationship and makes candidates feel accepted and valued after joining the team.
3. Build an influential presence on social media:
The presence of social media has become very important in the way companies communicate with external audiences. Human resources have many roles. In this regard, they are also part of the company's public relations and marketing. As the first point of contact, HR must have the ability to humanize the brand through a positive and pleasant presence on social media.
When looking for and applying for positions, the new generation of technical job seekers will conduct extensive research to learn more about the brand, culture, team and overall experience. Social recognition plays a vital role because the company's online image will influence the next steps of job applicants. This is why the interaction of HR with negative and positive reviews is crucial. If you ignore negative comments, it means that you have not heard the voice of the candidate employee. The new generation wants to be part of a company that conforms to their basic values. This includes demonstrating transparency, flexibility, investment in the future, and attention to social impact.
Compared to outdated and nonexistent positions, job seekers are more likely to apply for attractive and active online positions. HR can take this opportunity to showcase various activities within the company, such as rewards, participation plans, and recognition.
Storytelling is a great way to embed the brand in the culture and help candidates better understand their experience after joining the team. This is achieved by displaying winning works, highlighting community participation, and attracting audiences with consistent messages and personalities across all social media platforms.
The most important thing is that HR can use business stories to attract talent. When job seekers hear a meaningful story about a company, it will inspire them and devote a lot of energy to work and contribute to the company they work for.
4. Use company history to create meaning:
A three-generation family business focused on personal excellence and pride. This innovative company was founded by two high school classmates reunited in the garage ten years later. Enterprises owned by ethnic minorities or women are created in the struggle for justice. The company recovered from bankruptcy with a new product.
Humans are born with a deep understanding of history and the establishment of connections between events and people. Think of our fascination with prophecies, coincidences, epics, cycles, and heroic journeys. The story creates meaning, meaning drives purchase.
What is the history of your company? I previously described the different types of story structures that help us make connections, from tattered stories to wealth to defeating monsters. Finding the structure that suits your story allows you to draw a clear picture and inspire the emotions of making connections.
Your employees need to understand the history of your company in order to feel connected to all the work done to achieve today. It is also important to show this history to job candidates who want to know who you are and why they should choose you.
5. Illuminate work goals:
Fast Company found that “CEOs who use goals throughout the organization are more likely to see very practical benefits in terms of long-term growth and value creation.” Employees want to feel that their work is important and are doing something worthwhile and making a contribution.
91% of Patagonia employees said their company is an ideal place to work, compared to 59% of a typical American company. Reasons for their high rankings include reports that they are "satisfied with their contribution to the community" and proudly tell others who work in Patagonia. These employees have very positive stories about their company and their work goals!
The story is about food: its comfort, nostalgia and connection. Once candidates realize that their work will bring warmth and nourishment to people's tables, their perceptions of their potential careers will be a game-changer. Through this storytelling strategy, the customer conversion rate has increased by 20%.
Rebecca's uniform company has many stories about its different clients: hospitals, family businesses, summer camps, etc. Your company can and should highlight these stories in order to give purpose to employees’ daily to-do lists. You must also show employees how the company’s success is directly attributable to your hard work and passion.
6. Use color to describe the future:
Most employees know their own professional needs and goals, which should be written into the history of your company. If you want your employees and potential customers to reflect you in their future, you need to portray them in a far-sighted and clear way in the company's future. Imagine a future full of opportunity, growth, positive change, and evolution, no matter what you see!
People who see an exciting future with you will not secretly update their resumes at employee meetings. If you know where you are going, if you have a good plan, if you are excited about the future of the company, you absolutely must establish this narrative and communicate with your employees frequently. It should also be part of the narrative for potential employees; Get them excited to join you!
Who should tell you the story of the company? Yes, it should be top leadership and yes, it should be your HR team. But it should also be all the employees in your company. Once you've shaped and told your story, and established a storytelling culture, incorporating storytelling into your celebrations, moments, and turbulent moments, you'll develop a strong sense of story, purpose, and optimism. Unite everyone together.
Use storytelling as a communication tool to create experiences that attract top talent. Maintain authenticity and consistency in communication methods and reduce corporate terminology to create a more personalized experience that makes candidates feel welcome.
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