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Storytelling for Employer Branding

80 percent of all employers around the world have difficulties finding qualified and talented candidates. On the other hand, 58 per cent of all students would even give up 15 per cent of their salary. How do these two developments fit together? Those entering the job world would be able to live with less salary as long as one condition is met: if they can work in a company that represents the same values as themselves.

Corporate culture must not only be lived, but also be told. When creating an authentic and attractive image as an employer, employees are the most important heroes and at the same time best narrators. Instead of theoretical arguments for the quality of the jobs, storytelling gives them a face. Not only in customer acquisition, but also in recruiting, the power of stories helps to attract the right candidates and keep the best employees. Employer branding means communicating values, establishing identification, and putting the real hero, the employee, in the spotlight.

In addition to presenting company values, HR departments are also faced with the challenge of illustrating the many roles that can be assumed within the organization. What is actually behind the jobs? It is often the case that job entrants have only a vague idea, or sometimes even a misconception, of the avenues they can choose, the talents they need, and the role they play for their customers. Not only in customer acquisition, but also in recruiting, the power of stories helps to attract the right candidates and to keep the best employees.

Where and how companies tell their employee and background stories, is a transmedia issue, similar to corporate branding. It has proven to be useful to set up a central career site as a starting point on which all other channels converge. The selecation of channels can be dependent on the resources, as well as how employees’ stories can be best told: via video interviews, blog contributions, photos or other means? We help companies create the right environment for their stories so that applicants and employees always end up at the right address.

Contact

Miriam Rupp

+49.30.8321197.5

welcome [at] mashup-berlin [dot] de