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Using Stories in Your Recruitment Marketing Strategy - Part 1: Why?

Scott Thompson
March 9 ․ 5 min read

We’d like to start with a quick story we heard very recently:

Early on in Kasasa’s existence, CEO Gabe Krajicek visited the president of a community bank in a small town in Texas. “The banker was about thirty minutes late for the meeting,” Gabe recalled. “I went over to his office, and I could see through the glass window that there were receipts all over his desk. There was this obviously not-very-affluent person sitting across from him.”

After 45 minutes, the community banker came out to greet Gabe and apologized for the delay. “No problem,” Gabe replied. “I don’t mind that you were late; I was just curious — who was that you were talking to?”

The community banker explained that the woman had overdrawn her account about two months prior. Every single week since, she would bring in all her receipts and bills, and the community banker — the president of the bank! — would tell her what she’d have to spend and save to get back on solid footing financially.

Stories provide substance and connections.

Stories are compelling to human beings at a physiological and evolutionary level, so there’s a chance Gabe’s story held at least some of your attention for some period of time — consciously or subconsciously — all on its own. But, put yourself in the shoes of a candidate considering whether to join Kasasa, and the story suddenly becomes much more than just an interesting read.

The story provides substance behind Kasasa’s mission, which is “to enable a powerful network of community financial institutions to re-establish themselves as the go-to-place for banking products and services.” It shows a candidate that Kasasa’s mission is not just words on the wall, but that there are important, very tangible reasons why the company is taking on this cause.

“I think about how a megabank would have handled that woman’s situation,” Gabe recalled. “They would have hit her with all the overdraft fees, shut down her account, and told her to go bank somewhere else.” With Gabe’s story, you start to get a sense of why Kasasa helps community banks go up against the megabanks.

Kasasa’s mission, though noble, might not resonate with everyone. And that’s fine. But for some candidates out there, it resonates very powerfully. Those are the people whom Kasasa wants joining it in its cause. The right stories are what will convince the right candidates to apply for your organization over another. Gabe’s story helps create a connection between those individuals and Kasasa’s mission by painting a picture that everyone can relate to about the personal, high-touch service that a local business can provide.

Substance and connections are just two of the many benefits of organizations using stories.

Gabe’s anecdote was just one of many stories that the Stories Inc. team helped Kasasa uncover. The company can now also communicate specific stories that show proof that Kasasa staff live their core values and stories that illustrate what it’s like to work there.

In Part 2 of this series of posts, we’ll follow Gabe’s story through the process that will turn it into a shareable piece of content that the company can distribute in its recruitment marketing efforts. Stay tuned!

Stories Incorporated produces engaging, story-based 
recruitment marketing content, serving as a long-term partner for clients in need of consistent, timely, compelling media for distribution across all employer branding channels.