HRO Today May 2018 - 41

Talent Acquisition
and differentiated brand proposition that is segmented
to the relevant employees, candidates, locations, and job
types; that you understand your talent market and have the
right reach into and engagement with it; that you have an
authentic and respected reputation; and that you are able to
offer an exceptional candidate or employee experience that
drives the right behaviors needed for your business, both
now and in the future. This will, in turn, impact your top and
bottom line. We call this 'talent magnetism'. "
Brand storytelling is more than just a marketing strategy-it
is the culmination of everything a company is and does.
From an organization's history to its goals, purpose, and the
way it is perceived by its audience, a good brand story makes
a company come alive.
Successful brand stories often share three common features:
* A distinctive and consistent voice. " Brand storytelling is
a powerful way to bring a company's brand to life, which
means the narrative has to refl ect core elements of the
brand's identity and promise, " says Brian Little, head of
human resources at Zurich North America.
In addition to clearly demonstrating an organization's key
values, brand storytelling should illustrate the value that a
company can bring to those who support it. " A strong brand
narrative starts with a strong employee promise that truly
represents your company. A strong employee promise is
critical for a company to stand out in the marketplace and
ensure it leads in attracting and keeping great people, "
says Cathy Scarlett, BMO Financial Group's vice president of
talent acquisition.
And for the best results, it is important that this messaging
is consistent throughout the entire candidate and
employee experience. " We've put the candidate at the
center of everything we do to create experiences that
are personalized, simple, intuitive, and predictable. My
team is more than a group of recruiters-they are brand
ambassadors for the company. As someone moves from
candidate to employee, our core values and what we stand
for should always feel the same, " Scarlett adds.
According to John Wilson, founder and CEO of Wilson
HCG, this is important because " There is a direct correlation
between the candidate and employee experience and
your consumer brand. Candidates and employees are also
customers and consumers. Everything from your employer
brand to the candidate experience to the way you treat your
workforce impacts your customer base. "
* An authentic message. " I think the biggest component
of great brand storytelling is authenticity, " Talbot says.
" Getting people connected to your brand at an emotional
level is the best way to keep people engaged and
connected. People like vulnerability and will be more likely
to engage if a company or organization is talking to them at
a human level. "
Wilson believes that authenticity can best be achieved by
leveraging the stories of existing employees. By providing
real examples of achievement and demonstrating the
passion of the workforce, these stories can inspire and
motivate candidates and employees to become a part of
something greater. " It's important to give your people
the platform to tell their stories-what they do, why it's
important to them, and how it makes an impact, " he says.
" This is much more powerful than any corporate message.
Keys to Storytelling
at Zurich North America
Brian Little, head of human resources,
recommends:
* Sharing employee stories on the
company career website.
* Leveraging video to maximize the
impact and reach of stories.
* Customizing content to targeted
audiences.
MAY 2018 | www.hrotoday.com
[41]
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HRO Today May 2018

Table of Contents for the Digital Edition of HRO Today May 2018

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