How to hire through storytelling

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).

What is storytelling in recruitment?

"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.

The importance of EVP in storytelling

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.

The elements of a strong recruitment story

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:

1. A relatable narrative: Candidates want to see themselves in your story. Showcase the experiences of your current employees and highlight their growth and success within your company. For example, show how they could grow and develop their career with you. This was a major motivator in our Candidate Insights Report for job seekers, particularly for the younger generations like Gen Y (50%)  and Gen Z (39%) stating career progression as their reason for job seeking. Share stories of internal promotions and development opportunities will resonate well with these candidates.
   
2. Authenticity is key when telling your story. People can spot insincerity from a mile away. If the story you tell isn't truthful, it can lead to a high turnover of new starters as well as dissatisfaction amongst existing employees. Make sure your story is meaningful and accurate and reflects your culture, values and what you genuinely have to offer employees.
3. Values-driven content: According to Ernst & Young LLP's Gen Z segmentation study, 57% of candidates across generations feel it is extremely important that brands protect and preserve the environment. This is particularly true for younger generations, who often look for employers whose values align with their own. Consider what your organisation has to offer relating to your environmental, social and governance (ESG) stance and include them in your recruitment story to enhance appeal.
4. Concentrate on Equality, Inclusion and Diversity: Candidates today are increasingly drawn to companies that prioritise Equality, Diversity and Inclusion (ED&I). Nearly half of the candidates (46%) said an organisation’s ED&I policies play a role in their decision to apply (2024 Candidate Insights Report). How well do you know your existing employees? Share their stories and highlight your commitment to making an inclusive and supportive work environment to set you apart from competitors.
5. Your future-focused vision: While it’s important to show what you’re doing now, candidates also want to know where your company is headed. They want to be part of a growing and innovative organisation that's forward-thinking. Highlight your company’s future goals, technological advancements and industry impact in your storytelling.

Storytelling across recruitment channels

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).

Conclusion: Storytelling as a recruitment strategy

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.

How Jobtrain supports EVP through storytelling

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:

• Tailored and branded job adverts that allow you to integrate video content, images, employee stories and EVP messaging to capture candidates' attention from the moment they view your vacancy.
• Careers site functionality that puts you in control of the content you share and showcase. Add inspiring stories alongside videos, images and calls to action. 
• Personalised automated communications that ensure candidates receive timely updates, keeping your story consistent and maintaining a positive vibe throughout the recruitment journey.
• Talent networking functionality to help you build and maintain relationships with candidates, making it easier to engage and connect them with your employer brand and story over time.