HRO Today RPO Provider Directory 2018 - 33

Talent Acquisition
support the mission a company or brand is putting
forth. This affects employee engagement because the
brand story becomes their story, and they will want to
do good by it and spread the word. "
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
compelling voice, message, and
format.
* 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 reflect core
elements of the
brand's identity and
promise, " says Brian
Little, head of human
resources at Zurich
North America.
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.
* 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. "
In addition to clearly
demonstrating an
organization's key values,
brand storytelling should
illustrate the value that a company
Brand storytelling
is more than just a
marketing strategy-it
is the culmination of
everything a company
is and does.
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
Authenticity can be achieved
by telling the stories of
existing employees. For
example, Zurich North
America leverages
employee-driven
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
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
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