Disclaimer: Brand storytelling can be used to fulfill multiple goals. This article is about the type of brand storytelling that helps create an awesome employer brand. Let’s go!
Stories are everywhere.
Even the companies that seem to lack a brand image have got stories.
Their problem is that no one tells those stories.
The number one problem for a company in terms of employer branding is the fact that they DON’T do brand storytelling. The rest are just things that you can fix. Anytime.
So, here I am, trying to show you what are the top 3 missing elements in your brand storytelling. Let’s go!
There cannot be anything sexier for brand storytelling than a person smiling and facing the camera.
A lot of the time, companies post photos from team outings where you cannot even see a face properly. While team photos can be a lot of fun, make sure you don’t underestimate the power of an individual shot.
The caption for such a photo can be anything related to the person in it. Here is what you can tell:
- Maybe it’s their work anniversary, and you want to highlight what a great achiever this guy is
- Maybe it’s their birthday, and you want to tell a joke associated with them
- Maybe they have a personal blog that you want to promote
- Maybe they have got some unusual talents apart from their professional skills that you think would be fun to share
- Maybe they have participated in some event or are going to do so in the nearest future, and you want to let people know about it so that they don’t miss it
Apart from this, “action photos” (I like calling them this way) can be another hit. My definition of an “action photo” is the following — a photo that depicts a person doing something funny, intriguing, or inspiring. You might think it’s hard to come up with photos like this. But here is the thing — even the most boring people can do something interesting sometimes. Go talk with them, ask them questions, go beyond the small talk and try to find out what their passion is, and then knit a nice story around it. It’s easy!
Don’t forget to tag your people on your photos. This will make the photos visible by more users and will also encourage your other employees to post photos themselves by thus becoming a certain type of brand ambassadors for your company on various social media platforms.
2) You tell about releases, but you miss the celebrations
As a company, you might have customers or clients/partners. And there are success stories related to them for sure. A successful product, an award-winning service or anything similar is worth celebrating not only internally but also through various social media channels.
Don’t just share a long boring press release about an app launch or startup funding. I mean, it’s fine if you do that as well. But think about some other ways of telling a story like that.
How are you celebrating? Maybe someone has decided to showcase their hot dancing skills on a table, or you just took a day off and got all drunk with your team? These things could be worth sharing. The most important part here is to share the context of the celebration. Show the cause and effect chain in your story. Don’t just show the process of celebrating; explain what made you celebrate so hard.
And don’t be too academic in your writing/storytelling. No one expects to read academic texts on social media.
3) You only show the fun stuff, and you miss the knowledge-sharing
Have you ever asked yourself why would top talent want to join your company?
Do you think it’s all about a competitive salary and a great lunch? Well, not exactly! Most of the time, top talent decides to join a company due to their desire to grow professionally and see the impact they bring to the company.
So, make sure to show the world that you are the company that has the best professionals one could have under their roof. There is a simple rule here — top talent attracts top talent, whether directly or indirectly. That’s why it’s a must to show that you have people worth working with.
Remember, your company is not only about fun stuff or celebrations or team outings. It’s also about great people who are ready to share knowledge.
It’s impossible to create a brand overnight. Many fail at achieving this despite the effort and the money they keep spending for months.
Brand storytelling can be your go-to channel for establishing a great employer brand. When starting with storytelling, make sure you don’t make the same mistakes that a lot of other companies make. Make your employers your number one asset when trying to come up with exciting stories. Show the best sides of your people including their achievements, hobbies, interests, and values. Then make sure to show how these people celebrate their achievements. Highlight the fact that your team can work hard but they can play harder too. And eventually, try to keep the balance between what is fun and what is serious. Make sure the top professionals in your company are eager to share knowledge and give back to the community.
And remember that all companies have stories. They just need to start telling them.