During our last feedback lunch, an employee told me that she was approached by another company looking for a PR manager. She was intrigued, so she agreed to have an interview to see what her tasks and work environment would be like. She quickly found out that things which are essential to us, like doing home office, were not appreciated there. In general, the company worked rather by the motto „control is better than trust“. This was when she realized that company culture was more important to her than the topic she worked on.
Storytelling and Recruiting: What makes your company attractive?
I have been the CEO of Mashup Communications for seven years now and since then I have never seriously considered switching to another company. But sometimes when I read job ads or company profiles, there are moments in which I think: If I didn’t already have a cool job in my company I would apply or just check it out for a few days.
What are the factors that make a company attractive for possible employees? What stories does an enterprise has to tell, to transport their values and build a lasting employer brand? Interestingly, while thinking about good examples for employer branding with storytelling, I came up with three companies that all focus on the topic love. Maybe they just know how this whole love making and sharing works.
Visual Storytelling: Clue focuses on their hero employees
Employees are the most important heroes and best storytellers at the same time when it comes to creating an authentic brand as an employer. Instead of theoretical arguments about the company culture, employee stories give a face to the company and are more concrete, wholesome and emotional – in short: they are everything that makes storytelling successful.
It seems like the Women’s health and menstrual cycle tracking app Clue knows this. When looking for new team members the Berlin-based company created the recruiting video „Working at Clue“. The clip lets employees talk. Statements like „I take my bike to work“, „I bring my dog to work“ or „On my first day of my period, I usually work from home“ show that Clue cares for the personal needs of its employees and respects them. Like for example Data Scientist Daniel that states „I have a bad back“ while stretching on the office carpet. Android Engineer Eugenio confesses that he drinks way too much coffee – no wonder considering the professional coffee maker Clue offers. Last but not least lactose intolerant iOS Developer Martin fetches his soy milk from the fridge.
The fact that employees talk about their workplace while their statements are visually backed up make the company feel approachable. So the statements seem more credible than CEOs talking about the benefits for employees.