HRO Today May 2018 - 44

Talent Acquisition
overlook or leave a banking career because it's uninspiring.
However, with the rapid change of the external landscape,
this is the perfect opportunity to help shape fi nancial
services for today and tomorrow. That's how we settled on
a bold challenge to future employees: Let's change the way
the world banks, " explains Scarlett.
* Opportunity. Another key idea that resonates strongly
with candidates is career growth and development. " The
ability to learn and progress is now a principal driver of a
company's employer brand. Candidates and employees are
making their decisions on whether these opportunities exist.
Employers need to capitalize on this trend rather than fi ght
against it, " Wilson says.
Great brand stories should invite candidates to become part
of an organization that is worthwhile and exciting-a place
where they can contribute as an individual and realize their
own potential as they help the business grow.
Zurich North America leverages this theme in their strategy
by mapping the employee journey and identifying key
moments that defi ne the employee experience. " To develop
a brand narrative, our marketing team leveraged fi ndings
from the employee experience work to humanize our brand
by featuring several employees at various stages of their
journey at Zurich on our careers website and in internal
communications, " Little explains. " In addition, we also
featured our 'Community Investment Volunteer Award'
winners on the community impact section of the company
website. These are ways by which we are creating emotional
connections with current and future employees. "
* Doing good. Brand stories are most effective when they
are personal, compelling, and emotionally-charged. It's
important to win hearts as well as minds, and one of the
most inspiring ways to do that is by demonstrating how the
audience can make a difference in the world by engaging
with an organization.
" You must engage people emotionally. Illustrate meaning and
help people to derive a sense of purpose from what they do.
Connect the dots between their daily activities and making
the world a better place. Purpose-led individuals derive more
satisfaction and fulfi llment from their work because they
believe that their activities matter, " says Curlewis.
Purpose is the foundation of Alcon's brand storytelling
success. " The secret sauce of Alcon is the difference we make
in millions of lives each year. We help people see better.
Who doesn't want to be part of making that difference to
[44]
HRO TODAY MAGAZINE
| MAY 2018
Keys to Storytelling at Alcon
Jeff Bettinger, vice president
and global head of talent
management and organizational
development, recommends:
* Showing candidates the WIIFM
(What's In It For Me?) factor.
* Making purpose a foundation in
stories.
* Communicating across a variety
of mediums.
families and those impacted by eye disease or issues? Every
day, we go to work fi nding ways to bring solutions to the
physicians who bring sight. Highlighting these stories in our
career materials, website, and in our social media allows us
to tell the story to potential employees that they can be part
of that noble cause, " says Bettinger.
Brand storytelling is a key aspect in an organization's
attraction and retention strategy. One thing HR
professionals should keep in mind is that a one-size-fi ts-all
approach will not suffi ce. " It's important to note that it's a
collection of well-written stories, delivered with a frequency
and targeting that is relevant for the intended audience,
which ultimately differentiates good from great brand
storytelling, " says Little. " No single story is going to move
the needle as much as a series of stories that collectively
reinforces the company's brand promise, strategy, purpose
and values. "

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
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