HRO Today May 2018 - 43

Talent Acquisition
management and organizational development at Alcon,
believes that simplicity and brevity is key. " A great story
has to be told answering one simple question: 'Why is this
important for me?' If we can't answer that in the fi rst 10
seconds, we have already lost the audience. We want people
to feel something within seconds and see themselves at
Alcon by the end of the message, " he explains.
Once a concise message is developed, it should be shared
across multiple formats and platforms in order to meet the
widest audience possible. " We have used quotes, videos,
photos, and developed a variety of social media memes
and other storytelling devices to convey our brand, " says
Bettinger. " We use Facebook, Glassdoor, and Indeed
primarily in the United States. In areas outside the U.S., we
have worked with our local HR teams to ensure we used
platforms that were relevant to that region or location.
We also did and continue to do signifi cant training of our
recruitment teams on how to share the message of Alcon. "
While brand narratives should be presented in both visual
and written formats, video is particularly effective in
capturing and holding an audience's attention. Curlewis
says, " Video remains a premium medium for storytelling. At
the top end of the investment scale, you have hero videos,
which tell an epic story of the brand's vision, purpose, and
impact in the world. At the most affordable end, you can
have employee-shot footage. Both can be enhanced through
music and skillful editing. And videos can be edited into
different lengths for different channels, making them one of
the most versatile and powerful forms of engagement. "
While Zurich North America leverages a combination
of quotes, videos, photos, and write-ups in their brand
storytelling strategy, videos have generated the best
results. " Video is by far the format with one of the highest
engagement rates, and we intend to maximize the impact of
this medium to convey our stories, " confi rms Little. " Going
forward, we plan to do more short videos of employees
aligned with key themes such as diversity and inclusion,
customer focus, community impact, and winning together in
the marketplace. "
Themes that Make an Impact
The most effective brand stories incorporate all of these
elements using classic archetypes that are specifi cally tied to
certain themes. Some of these themes include:
* Transformation. From how an organization has evolved
throughout the years to opportunities for growth with the
MAY 2018 | www.hrotoday.com
[43]
* Incorporating inspiring aspects
of organizational impact.
business, transformative stories can be leveraged in several
different ways.
" Transformation is a key ingredient in storytelling, " says
Cielo's Curlewis. " It's important to also think about story
arcs: Where has your business come from? What ordeals
have you overcome? What feats of strength and courage
propelled you from okay-ness to greatness? What form will
your next transformation and triumph take? And what does
that mean for your people? Share your vision, be transparent
about the journey that you're on, and invite employees and
potential candidates to help shape the next chapter. Invite
them to be part of your adventure. "
The theme of transformation is particularly powerful in
BMO Financial Group's brand storytelling strategy. " People
underestimate how inspiring a career at a bank can be and
Keys to Storytelling
at BMO Financial Group
Cathy Scarlett, vice president of talent
acquisition, recommends:
* Aligning the brand narrative with
the employee promise.
* Developing campaigns with the
candidate at the center.
http://www.hrotoday.com

HRO Today May 2018

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

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