HRO Today May 2018 - 42

Talent Acquisition
In this way, organizations establish trust and credibility with
their talent-subsequently leading to better engagement as
well as recruitment as a whole. "
For example, Zurich North America leverages employeedriven
content to illustrate the elements that make the
company unique with great results. " We recently redesigned
our careers website to incorporate stories and narratives
from our employees on why they like to work at Zurich,
how their careers are being developed here, and what
motivates them to deliver for our customers. We also plan
on launching social media campaigns this year to reinforce
key themes that reflect our company culture, purpose, and
values, " explains Little.
* A compelling and engaging format. It's not enough to write
a great brand narrative-companies also need to ensure
that their content is being seen and shared online. With
the prevalence of social media, brand stories that are short,
sweet, and engaging have the best chance of success.
Jeff Bettinger, vice president and global head of talent
6 Best Practices for Brand Storytelling Success
1. Build the brand guidelines. " The first step
in developing a brand narrative is to develop
your brand guidelines, which begins with your
philosophy. This should get to the heart of who
you are as a company or organization and can be
broken down in categories: your purpose, your
vision and your values, " says Michelle Talbot, chief
marketing officer at Browne & Brand.
2. Understand the brand's importance. " One of the
first steps is working out why your company story
matters, " says Andy Curlewis, senior vice president
of brand, digital, and communications at Cielo.
" And I mean, really matters. How does it impact
the world? Why should anyone care? For example,
if you work in health or life sciences, your rallying
cry might be a heroic onslaught against disease;
liberating individuals from pain and suffering;
enabling people like you and me to live full lives. "
3. Learn about the brand first-hand. Alcon's Vice
President and Global Head of Talent Management
and Organizational Development Jeff Bettinger
says, " I had to start by experiencing our brand
narrative. When I came into talent acquisition at
Alcon, we were focused on our products. All of our
literature, visuals, and employee value proposition
were focused on the incredible portfolio of
products. And while products can win the head,
in a competitive market you must win the heart.
I did several ride alongs with our sales teams and
got to see how our products make a difference in
[42]
HRO TODAY MAGAZINE
| MAY 2018
the lives of families. As my heart warmed to what a
difference we make, I knew we needed to shift the
narrative for how we approached candidates.
4. Map the employee journey. According to Cathy
Scarlett, vice president of talent acquisition at
BMO Financial Group, " A strong employee promise
is increasingly critical to attract great people -
so that's where we started. It was a year-long
initiative that included a mobile study, focus
groups, workshops, and interviews to get realtime
reactions from new employees, globally. We
took those insights to build out a journey map of
the employee experience to dive deeper into our
current candidate experience and to help define an
experience that sets BMO apart. "
5. Define the brand's voice. " When defining your
brand's voice, think of it as if it was a person with
their own personality that defines who they are.
This voice needs to remain true in everything
you do otherwise you risk being inauthentic or
unfocused, " Talbot explains.
6. Amplify employee voices. " Employers need to
know that their target market is learning about
their brand. Typically, the first place candidates go
is the company website; career pages, Glassdoor,
The Muse, and Indeed are the next stops along
with company social media. Rely on your employees
to use their voice on these mediums-they're the
most trusted and effective source, " advises John
Wilson, founder and CEO of WilsonHCG.

HRO Today May 2018

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

HRO Today May 2018 - 1
HRO Today May 2018 - 2
HRO Today May 2018 - 3
HRO Today May 2018 - 4
HRO Today May 2018 - 5
HRO Today May 2018 - 6
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