How to Create a Brand Story That Attracts Great Talent

To recruit top talent, concentrate on branding.

This book takes readers through a 360-degree perspective of social media in businesses.

This story originally appeared on Glassdoor

It isn’t just your recruiters who get the talent to become listed on — it’s your brand, too.

The recruiter has their work cut out for them, sure, but ultimately it’s your brand story that informs prospects of the type of company you are. You must convey the best areas of your company with a cohesive brand narrative that communicates what your company means and just why top talent should join you, and which means paying extra focus on your branding strategy.

Brand identity for Proprio, by nnorth.

Related: 7 Methods for getting Recruiters and Job Offers to come quickly to You

But that isn’t always easy, particularly if you’re more of a figures-and-graphs brand. So below, we explain how exactly to develop the very best brand story which will accurately portray your brand during recruitment. We’ll dive into some advanced techniques by the finish, but first, let’s focus on the fundamentals.

Just what a brand story is and just why you will need one

Your brand story may be the culmination of everything your brand says, does and appears like. From highly influential areas like site design to more minute areas like whether you utilize emojis, every brand choice plays a part in your current brand story. You additionally have direct outlets (About Page, Mission Statement, etc.) where one can explain word-for-word what your brand is approximately, choosing what things to mention, highlight and gloss over about your brand.

Some typically common contributors to brand stories are:

  • Brand
  • Logo
  • Slogan
  • Web page design
  • Website copy
  • Brand voice
  • Blog content
  • Social media content
  • Product/service quality
  • Prices
  • Customer support
  • Associated charities
  • Community outreach
  • Sponsorships

Brand identity for Four Kids by Kids, Inc., by torvs.

Brand stories influence every part of a business: recruiting, sales, investing, you name it. It’s all over and we usually don’t even see it… but we do feel it. Consider it. Why is Apple feel cutting-edge? Why is Dior feel upscale? How come the NY Times feel more trustworthy compared to the NY Post ? The answers fall back on what each company developed (or didn’t develop) their brand story.

Your recruits are likely to weigh your brand story just as heavily as bigger factors like salary, location, etc. You can offer the very best package by the amounts of all of the interested parties, if a brand doesn’t appeal to recruits on a deeper level, they’ll choose the one which does.

How exactly to write a highly effective brand story for recruitment

When crafting an engaging brand narrative to attract top talent, first thing you must do is write an attractive story about your brand on your own career page. We recommend using an About Page format, because that is clearly a good "home base" for your brand story, in addition to a grounded reference for all the avenues.

Just what exactly should an excellent brand story say? That it is simpler than it appears, so long as you follow a simple problem-solution approach. And because that is a business, additionally you want to say how your brand reaches its solution — the procedure.

The initial step, then, is identifying what problem your brand seeks to resolve and how you solve it. Affordable eyewear company Warby Parker states on the site’s Story Page that their problem was "glasses are very costly," and that their solution was to "create an alternative" by "circumventing traditional channels, designing glasses in-house and engaging with customers directly." Clean, clear and effective. Your story should explain for candidates what your brand mission and values are.

Related: Answers to 15 of the very most Common Job Search Questions

One more thing Warby Parker does well is showing their human side. The page opens with a genuine story in one of the founders about how exactly he visited his first semester of grad school without glasses because he couldn’t afford them. Human moments such as this go quite a distance in establishing deep connections with candidates and customers alike.

Show (don’t tell) your brand personality

There’s another component essential to your brand story which can be a make-it-or-break-it for recruits: brand personality . You can’t outright say "we’re a hip and cool brand" any longer than you can tell a stranger "I’m hip and cool" and also have them believe you. If you are truly hip and cool, you will not have to say it; people will dsicover it. Your brand personality ought to be baked into all of the visual components of your brand, together with your logo design, brand color scheme, brand typekit and more.

Reddit stays true with their brand story within their job ads.

For recruiting, certain specific areas reflect your brand personality much better than others, so concentrate on these areas:

  • Job post voice. Treat the work post itself as your brand introducing itself. The language of the post, whether jokingly playful or straight-to-the-point, speaks volumes in what sort of company you are. Mimic your other written voices like social media and blogs, as Reddit does with a cheeky "Come for the cats, stay for the empathy," in the introduction of their post.
  • Job post imagery. Text-only job posts miss a good possibility to showcase your brand personality. Choose the best photo and readers can make the right associations together with your brand.
  • Career page designs. The look for your job page — and the application form form itself — won’t need to be dry. Provide them with the same treatment as the others of your website, including visuals and tone.

Take into account, you intend to maintain consistency across all mediums. Prospects will notice if your task post was fun and casual however your website is no-nonsense professionalism.

Advanced approaches for recruitment branding

Got the fundamentals down? We’ll end with three advanced ways to help your brand story go the excess mile.

Prioritize company logo

Your logo may be the face of your brand. It isn’t as superficial since it sounds; your company logo is truly a practical tool for communicating your brand’s value instantly. The proper imagery, colors and style can effectively shape others’ perception of your brand, so it is best to consult with a professional designer who understands the nuances of business visuals. 99designs’ Look for a Designer tool permits you to filter through their community of professional designers to find one which best suits your preferences, making it easy for connecting with a designer. You might run a contest, and pick from a large number of design options to obtain a company logo that suits your brand-new brand.

A lot more than only a story

As we suggested above, your brand story is a lot more than just your About Page. To make a truly effective narrative, you will need your actions to back up your words. Take the professional company KPMG, who campaigned a fresh brand identity beneath the banner "Inspire confidence. Empower change." Apart from spreading this publicly, they created an in-company app that allowed employees to create digital posters utilizing their new slogan. The effect was an enormous success, with 42,000 contributions and 90 percent of employees stating they felt more company pride afterward. That is even bigger than it appears; happy employees share stories like these with their friends, who become thinking about working there themselves. That opens up the chance of referrals.

Related: 6 Personal Fears Holding You Back FROM YOUR OWN Dream Career

Angle on employment to appeal to recruits

If recruiting is among your primary goals, angle your brand story on employment — put simply, talk more in what it’s like to do the job. Post employee stories and quotes on social media, showcase a great video from any office or publicly praise the accomplishments of the individuals on your own team. Not merely does this boost morale and make your employees feel appreciated, in addition, it communicates what it’s prefer to use your brand to prospective recruits.

Closing thoughts

Imagine you’re at a social gathering and, through some innocent networking, find two different people who want to will give you job. One is well-kempt, well-dressed and speaks eloquently; the other loud, rowdy and not-at-all dressed for the occasion. Whom would you become more inclined to go with? Even if the rowdy recruiter offered an improved package, your first inclination may likely be the put-together person. That is the difference your brand story makes on potential employees, just what exactly are you looking forward to?

(By Brea Weinreb of 99designs)