LAURA CHAMBERS • 28 Oct 2024
As recruiters and HR professionals, we all know the race for talent is as competitive as ever. Recruitment has evolved way beyond competitive salaries or a comfortable (or funky) office space. Instead, prospective hires are looking for a deeper connection with a future employer. They're looking for a connection that speaks to their values, ambitions and long-term vision. One of the most powerful tools organisations have in their arsenal is storytelling. It's a perfect way to communicate Employee Value Proposition (EVP).
"Once upon a time..." "...and they lived happily ever after." No, we're not talking fairytales here. Storytelling in recruitment is when we use narratives instead to get across the essence of your organisation's culture, values and employee experience. It is more than just listing the ABC of the job's requirements and benefits. Instead, it aims to engage candidates by presenting a relatable story that reflects the company’s vision and ethos. Storytelling helps you connect with the emotions of candidates and influence how they feel. Through storytelling, candidates can picture themselves as part of the company and understand how they can contribute to and grow within that environment.
Your Employee Value Proposition (EVP) is at the heart of your recruitment storytelling. It’s what sets your company apart from competitors and highlights why candidates should choose you over another employer. As well as attracting top talent, a strong EVP has a significant role in retaining employees too. Organisations with a well-strategised EVP can reduce turnover by up to 69% and increase new hire commitment by nearly 30%, according to research from Gartner.
From our research in the Q3 2024 Candidate Insights Report, all generations of candidates are influenced by the job description, salary and benefits when deciding to apply for a role, up to 46% said (Boomer generation). However, as we mentioned earlier, just these factors alone aren’t enough to differentiate one employer from another. Weave in your EVP to build a compelling story to connect with candidates on a more emotional level.
All good stories need a structure and a recruitment story is no different. It should incorporate several key elements that resonate with today’s candidates:
The rise of digital recruitment has given companies so many opportunities for storytelling across different channels. Here are a few ways to incorporate it into your recruitment process:
Job adverts: Too often, job ads are purely functional, listing what you need from a candidate (the requirements) and basic info about what's in it for them (the benefits) without a hint of what makes your company unique. Transform your job adverts with storytelling - tell engaging stories that communicate your EVP to attract more candidates. After all, research has shown that stories are remembered up to 22 times more than facts alone.
Careers websites and social media: Your company’s website and social media platforms are ideal places to showcase your recruitment stories. Use employee testimonials, video interviews and behind-the-scenes content to provide candidates with a glimpse into life at your organisation. Video content doesn't need to be complicated to produce either - most mobile phones are more than capable of recording decent snippets to use across your socials. Using informative videos about your company and the role in job adverts can significantly reduce the percentage of applications you need to reject too. 31% of applications were rejected when a video was included in the job advert versus 58% when one wasn't.
Interviews and onboarding: Storytelling doesn’t stop once a candidate decides to apply. During the interview process candidates still need to be sold on why they should want to work for you. Use stories to communicate your company’s culture and provide context for how their role fits in your company's larger mission. This will help candidates visualise their potential journey with you, making them more likely to accept an offer (if they're offered).
Hiring through storytelling is not just a trend - it’s a powerful strategy that helps recruitment managers and HR professionals attract, engage and retain top talent. A well-crafted story that communicates your EVP can transform your recruitment process, making it more engaging and effective.
With 42% of candidates identifying career progression as a top motivator for job changes, weaving stories that highlight growth opportunities can be especially impactful. As recruitment professionals, it’s time to move beyond traditional methods and embrace storytelling as a core element of our strategy. By doing so, we'll create deeper connections with candidates and ensure they choose not just a job, but a meaningful career with our organisations.
Our applicant tracking system (ATS) is designed to support companies in building and maintaining a strong EVP. Our platform enables you to create personalised candidate experiences, ensuring that your organisation’s story is effectively communicated at every stage of the recruitment process.
Our ATS includes features such as: