If your employees can’t tell you your employer value proposition (EVP), then it probably isn’t your EVP. Your EVP and employer brand live and breathe and are ingrained your employees. Without great people, you can’t have a great employer brand. This is why it’s so pivotal, and a true recruitment marketing best practice, to strengthen advocacy among your employees and let them tell their stories.
Why using employee stories is best practice.
Your employees were candidates. Your employees are who your candidates are going to work with. They know and live your culture. They are your secret brand advocates! Giving your employees a voice in your employer brand and talent acquisition efforts allows candidates to hear from their future coworkers in their own words about their career experiences at your organization. It’s invaluable.
Employee stories fuel transparency in your employer brand and attract and engage candidates to apply. They can also help keep applicants in the selection process interested and learning more about your organization and the role they want.
But you have to make sure your employees feel they can be transparent! Authenticity goes both ways: candidates can be turned off by crafted and highly-marketed stories, and employees can be turned off by being forced to put their name on something that isn’t their real experience. Let the truth out. Candidates will know.
How to use employee stories in recruitment marketing.
- Find your employee advocates first. Those willing and excited to share their hiring experience, day-in-the-life work or love of your culture are your priority. If there’s no one jumping up and down to sing your organization’s praise, start with employees who feel more comfortable sharing already, like marketing or team leaders. Once you get employees participating, it will be easier to show the importance and results of their stories to others. Plus, most people love the spotlight once they are in it!
- Think about the stories you want to tell. Instead of paragraphs of copy coming from the “organization,” let your employees do the talking. Understand where feedback on culture, work, benefits, hiring process, etc. would work best. You might want to use a quick day-in-the-life recap video in ads for your hard-to-fill jobs. You could use quick quotes or pull tweets from employees to feature as a stream on your career site. Not every employee story has to be a large production: real-time reactions after an event or photos taken by a team member throughout the day can really showcase culture. And for Pete’s sake, let employees be personal and funny and human on social media!
- Really think about the stories your candidates want to hear. Make the candidate the star (shine that spotlight, seriously). How can your employees help them envision themselves in your organization, in a new role and in the future? Get targeted too: place employee stories per department or job family on specific landing pages or job ads. For example, candidates who specify interest in engineering should be nurtured with content from engineers at your company and about key projects they could be working on. Plus, use them in emails to your applicants too: it can help keep applicants engaged in your brand and more likely to accept an offer, should it come their way.
Your employer brand is what will drive candidates to want to join your company and believe in your organization versus just applying for a job. Your employees are the biggest advocates and voices you have in communicating it!