The employer branding hero’s journey describes a strategic approach in which the recruiting journey is designed as a narrative \u201chero’s journey\u201d \u2013 from initial awareness to the long-term retention of new employees.<\/p>\n<\/blockquote>\n\n
<\/p>\n\n
How can the hero’s journey be applied to recruiting?<\/h2>\n\n![\"-\"](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/Blogpost-Employer-Branding-im-Recruiting-extern-1024x1024.png\" "\\"\\"")
<\/figure>\n\nIn order for us to understand the \u201cnew employee\u201d target group and get to know their needs, however, a detailed analysis and elaboration of their \u201chero’s journey\u201d is inevitable for us and is part of the standard process in our client work. We took a close look at the recruiting process and developed an employer branding funnel with seven stages from awareness to reputation. Each of these stages shows how storytelling shapes the employer brand. After all, authentic stories not only attract talent, but also retain it in the long term.<\/p>\n\n
\nLearn how to use storytelling in employer branding in our online course now.<\/a><\/div>\n<\/div>\n\n<\/p>\n\n
We also spun this funnel further and turned it into an employer branding hero’s journey. In this blog post, we would like to show you which stages are of particular importance for external recruiting and how the factors awareness, consideration and interest interact significantly here.<\/p>\n\n![\"Employer](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/Employer-Branding-Heldenreise.png\" "\\"\\"")
Employer-Branding-Funnel<\/figcaption><\/figure>\n\n<\/p>\n\n
Awareness<\/h2>\n\n![\"-\"](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/Blogpost-Employer-Branding-im-Recruiting-extern-2-1024x1024.png\" "\\"\\"")
<\/figure>\n\nBut how do we approach future employees? How do we get talented people to take notice of our company in the first place? The employer branding hero’s journey begins with creating awareness and positioning ourselves as an attractive employer in the minds of potential applicants. This requiresclear communication of corporate values, corporate culture<\/a> and career opportunities.<\/p>\n\nThe first step in the employer branding hero’s journey is to identify the target group. This is followed by the selection of suitable channels to reach them. From social media and career websites to industry events – the possibilities are many and varied. Through appealing content, stories and visual elements, companies attract attention and encourage potential applicants to find out more about them.<\/p>\n\n
Awareness phase: Building visibility and reaching relevant talent<\/strong><\/p>\n\n\n- Communicate values & culture clearly<\/li>\n\n\n\n
- Define target audience<\/li>\n\n\n\n
- choosing the right channels<\/li>\n\n\n\n
- Use stories & visuals<\/li>\n<\/ul>\n\n
Consideration<\/h2>\n\n![\"-\"](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/Blogpost-Employer-Branding-im-Recruiting-extern-3-1024x1024.png\" "\\"\\"")
<\/figure>\n\nAs soon as awareness is created, the contemplation phase begins. This is where potential applicants consider whether we as a company match their professional goals, values and ideas. It is crucial that companies provide relevant information at this stage to pique the interest of job seekers and encourage them to engage further with the employer brand.<\/p>\n\n
Stories from current employees, insights into everyday working life and information about development opportunities help to maintain interest and convince potential specialists that the company could be the right employer for them.<\/p>\n\n
Consideration phase: Building trust and sharpening the employer profile<\/strong><\/p>\n\n\n- Formulate a concrete and credible employer value proposition (EVP)<\/li>\n\n\n\n
- Provide insights into the team, leadership, and everyday work<\/li>\n\n\n\n
- Explain the application process transparently<\/li>\n\n\n\n
- Use social proof (employee stories, reviews, case studies)<\/li>\n\n\n\n
- Address questions and concerns proactively<\/li>\n<\/ul>\n\n
<\/p>\n\n
Interest<\/h2>\n\n![\"-\"](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/Blogpost-Employer-Branding-im-Recruiting-extern-4-1024x1024.png\" "\\"\\"")
<\/figure>\n\nFinally, we reach the phase of interest. Talents have gathered enough information here and are ready to actively get in touch with us as an organization. Now is the time for companies to nurture the relationship and guide potential new colleagues through the application process.<\/p>\n\n
A clear and simple application experience, a personal approach during the selection process and transparent communication will determine whether we can keep job seekers interested and convince them that our company is the ideal place for them to work.<\/p>\n\n
Interest phase: Simplify the application process and encourage decision-making<\/strong><\/p>\n\n\n- Make your call to action clear and low-threshold<\/li>\n\n\n\n
- Optimize the application process simply and on the go<\/li>\n\n\n\n
- Use a personal approach instead of standard phrases<\/li>\n\n\n\n
- Ensure fast response times<\/li>\n\n\n\n
- Show appreciation throughout the entire candidate journey<\/li>\n<\/ul>\n\n
Retention<\/h2>\n\n![\"-\"](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/06\/healthcare-and-pharma-purple-1024x977.png\" "\\"\\"")
<\/figure>\n\n<\/p>\n\n
However, the employer branding hero’s journey does not end with the recruitment of new employees. Maintaining the employer brand must be continuous in order to retain and motivate colleagues and attract new talent. Through constant communication, employee engagement initiatives and a positive work environment, organizations ensure that their employer branding hero journey remains a success.<\/p>\n\n
Retention phase: Retaining employees and inspiring them in the long term<\/strong><\/p>\n\n\n- Design onboarding as a narrative continuation<\/li>\n\n\n\n
- Making development prospects visible<\/li>\n\n\n\n
- Share successes and individual \u201chero stories\u201d<\/li>\n\n\n\n
- Activate employees as brand ambassadors<\/li>\n\n\n\n
- Establish a feedback culture<\/li>\n<\/ul>\n\n
<\/p>\n\n
Why does storytelling work in employer branding?<\/h2>\n\n
At a time when competition for talent is intensifying, the employer branding hero’s journey is therefore an indispensable tool for attracting the best specialists and achieving long-term success. By shaping the recruiting journey through awareness, consideration and interest and strengthening our employer brand, we as a company become the heroes of our own talent acquisition story.<\/p>\n\n
\nStorytelling creates emotionally relatable experiences that attract and retain talent by providing insights into values, culture, and development opportunities.<\/p>\n<\/blockquote>\n\n
<\/p>\n\n
The recruiting journey as a storytelling hero’s journey <\/h2>\n\n
In addition to our model of the employer branding funnel, the recruiting journey of talents can also be depicted in a circle. The stages of the classic hero’s journey help employers to identify relevant milestones along which they can align their storytelling for successful recruiting and sustainable employee retention.<\/p>\n\n![\"Employer](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/image-9.png\" "\\"\\"")
Employer branding hero’s journey – overall<\/figcaption><\/figure>\n\n<\/p>\n\n
The question now is how we get candidates from the familiar world over the first threshold: Among other things, with the help of a credible reputation, which in turn is provided as an elixir by transformed heroes<\/a> (employees). <\/p>\n\nBetween the first stage of the hero’s journey (Familiar World), the current job or completed studies and the application to a new company (First Threshold), there are also some hurdles for employers to overcome. When it comes to motivating candidates to reorient themselves, we rarely have any influence on the push factors, e.g. working conditions, low salary, boreout<\/a>, etc.. Instead, we have to create a \u201cpull effect\u201d at several points of contact and with persistence.<\/p>\n\n![\"The-employer-branding-hero's-journey_familiar-world\"](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/Die-Employer-Branding-Heldenreise_Gewohnte-Welt.png\" "\\"\\"")
The-employer-branding-hero’s-journey_familiar-world<\/figcaption><\/figure>\n\n<\/p>\n\n![\"-\"](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/Blogpost-Employer-Branding-im-Recruiting-extern-5-1024x1024.png\" "\\"\\"")
<\/figure>\n\nThe problem: Despite the desire for change, talents also carry critical rejections (refusal) with them, e.g. reservations about certain industries and professions or negative voices that they hear from their environment or on glassdoor \/ kununu. There may also be concerns about the working atmosphere or promotion opportunities<\/a>. There are many reasons for doubt and skepticism. Employer branding is therefore not about promising the golden job as an omnipresent barker.<\/p>\n\n![\"-\"](\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/05\/Blogpost-Employer-Branding-im-Recruiting-extern-6-1024x1024.png\" "\\"\\"")
<\/figure>\n\nInstead, companies should activate their role as mentors with brand storytelling. You need to get to know and understand the true needs and values of the candidates. Only when you know what motivates them, what puts them off and what inspires them can the right content and stories be developed. In their role as mentors, employers also convey an understanding of the company’s values, the culture, and how it is practiced.<\/p>\n\n
The step over the threshold opens up the journey inside the company <\/h2>\n\n
So if the call to adventure encourages talented people to look for new employers, they must first become aware of companies. They then examine the company philosophy and values<\/a> and may encounter an initial refusal due to external factors. However, after considering the facts and with the support of a mentor role that gives them a jolt, they continue to build up interest and finally decide on a company. The external part of the recruiting process is now complete. The threshold is now crossed and the adventure inside the company begins with the application and recruitment process.<\/p>\n\nWhen building their own employer brand, companies should therefore always be aware of these stages in the recruiting process and take the stages of the employer branding funnel and the recruiting hero’s journey into account when designing and implementing all measures in order to attract the interest of talented people and inspire them. <\/p>\n\n
Summary: Hero’s journey \u2259 Employer branding<\/h2>\n\nHero’s Journey element<\/th> Employer branding compliance<\/th><\/tr><\/thead> Familiar world<\/td> Current job\/studies<\/td><\/tr> Call of Adventure<\/td> First job search<\/td><\/tr> Cross the threshold<\/td> Application<\/td><\/tr> Exams<\/td> Recruitment process<\/td><\/tr> Reward<\/td> Recruiting<\/td><\/tr> Return with elixir<\/td> Integration & retention<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<\/p>\n\n
<\/figure>\n\nIn order for us to understand the \u201cnew employee\u201d target group and get to know their needs, however, a detailed analysis and elaboration of their \u201chero’s journey\u201d is inevitable for us and is part of the standard process in our client work. We took a close look at the recruiting process and developed an employer branding funnel with seven stages from awareness to reputation. Each of these stages shows how storytelling shapes the employer brand. After all, authentic stories not only attract talent, but also retain it in the long term.<\/p>\n\n
<\/p>\n\n
We also spun this funnel further and turned it into an employer branding hero’s journey. In this blog post, we would like to show you which stages are of particular importance for external recruiting and how the factors awareness, consideration and interest interact significantly here.<\/p>\n\n <\/p>\n\n But how do we approach future employees? How do we get talented people to take notice of our company in the first place? The employer branding hero’s journey begins with creating awareness and positioning ourselves as an attractive employer in the minds of potential applicants. This requiresclear communication of corporate values, corporate culture<\/a> and career opportunities.<\/p>\n\n The first step in the employer branding hero’s journey is to identify the target group. This is followed by the selection of suitable channels to reach them. From social media and career websites to industry events – the possibilities are many and varied. Through appealing content, stories and visual elements, companies attract attention and encourage potential applicants to find out more about them.<\/p>\n\n Awareness phase: Building visibility and reaching relevant talent<\/strong><\/p>\n\n As soon as awareness is created, the contemplation phase begins. This is where potential applicants consider whether we as a company match their professional goals, values and ideas. It is crucial that companies provide relevant information at this stage to pique the interest of job seekers and encourage them to engage further with the employer brand.<\/p>\n\n Stories from current employees, insights into everyday working life and information about development opportunities help to maintain interest and convince potential specialists that the company could be the right employer for them.<\/p>\n\n Consideration phase: Building trust and sharpening the employer profile<\/strong><\/p>\n\n <\/p>\n\n Finally, we reach the phase of interest. Talents have gathered enough information here and are ready to actively get in touch with us as an organization. Now is the time for companies to nurture the relationship and guide potential new colleagues through the application process.<\/p>\n\n A clear and simple application experience, a personal approach during the selection process and transparent communication will determine whether we can keep job seekers interested and convince them that our company is the ideal place for them to work.<\/p>\n\n Interest phase: Simplify the application process and encourage decision-making<\/strong><\/p>\n\n <\/p>\n\n However, the employer branding hero’s journey does not end with the recruitment of new employees. Maintaining the employer brand must be continuous in order to retain and motivate colleagues and attract new talent. Through constant communication, employee engagement initiatives and a positive work environment, organizations ensure that their employer branding hero journey remains a success.<\/p>\n\n Retention phase: Retaining employees and inspiring them in the long term<\/strong><\/p>\n\n <\/p>\n\n At a time when competition for talent is intensifying, the employer branding hero’s journey is therefore an indispensable tool for attracting the best specialists and achieving long-term success. By shaping the recruiting journey through awareness, consideration and interest and strengthening our employer brand, we as a company become the heroes of our own talent acquisition story.<\/p>\n\n Storytelling creates emotionally relatable experiences that attract and retain talent by providing insights into values, culture, and development opportunities.<\/p>\n<\/blockquote>\n\n <\/p>\n\n In addition to our model of the employer branding funnel, the recruiting journey of talents can also be depicted in a circle. The stages of the classic hero’s journey help employers to identify relevant milestones along which they can align their storytelling for successful recruiting and sustainable employee retention.<\/p>\n\n <\/p>\n\n The question now is how we get candidates from the familiar world over the first threshold: Among other things, with the help of a credible reputation, which in turn is provided as an elixir by transformed heroes<\/a> (employees). <\/p>\n\n Between the first stage of the hero’s journey (Familiar World), the current job or completed studies and the application to a new company (First Threshold), there are also some hurdles for employers to overcome. When it comes to motivating candidates to reorient themselves, we rarely have any influence on the push factors, e.g. working conditions, low salary, boreout<\/a>, etc.. Instead, we have to create a \u201cpull effect\u201d at several points of contact and with persistence.<\/p>\n\n <\/p>\n\n The problem: Despite the desire for change, talents also carry critical rejections (refusal) with them, e.g. reservations about certain industries and professions or negative voices that they hear from their environment or on glassdoor \/ kununu. There may also be concerns about the working atmosphere or promotion opportunities<\/a>. There are many reasons for doubt and skepticism. Employer branding is therefore not about promising the golden job as an omnipresent barker.<\/p>\n\n Instead, companies should activate their role as mentors with brand storytelling. You need to get to know and understand the true needs and values of the candidates. Only when you know what motivates them, what puts them off and what inspires them can the right content and stories be developed. In their role as mentors, employers also convey an understanding of the company’s values, the culture, and how it is practiced.<\/p>\n\n So if the call to adventure encourages talented people to look for new employers, they must first become aware of companies. They then examine the company philosophy and values<\/a> and may encounter an initial refusal due to external factors. However, after considering the facts and with the support of a mentor role that gives them a jolt, they continue to build up interest and finally decide on a company. The external part of the recruiting process is now complete. The threshold is now crossed and the adventure inside the company begins with the application and recruitment process.<\/p>\n\n When building their own employer brand, companies should therefore always be aware of these stages in the recruiting process and take the stages of the employer branding funnel and the recruiting hero’s journey into account when designing and implementing all measures in order to attract the interest of talented people and inspire them. <\/p>\n\n <\/p>\n\nAwareness<\/h2>\n\n
<\/figure>\n\n\n
Consideration<\/h2>\n\n
<\/figure>\n\n\n
Interest<\/h2>\n\n
<\/figure>\n\n\n
Retention<\/h2>\n\n
<\/figure>\n\n\n
Why does storytelling work in employer branding?<\/h2>\n\n
\n
The recruiting journey as a storytelling hero’s journey <\/h2>\n\n
<\/figure>\n\n<\/figure>\n\nThe step over the threshold opens up the journey inside the company <\/h2>\n\n
Summary: Hero’s journey \u2259 Employer branding<\/h2>\n\n
Hero’s Journey element<\/th> Employer branding compliance<\/th><\/tr><\/thead> Familiar world<\/td> Current job\/studies<\/td><\/tr> Call of Adventure<\/td> First job search<\/td><\/tr> Cross the threshold<\/td> Application<\/td><\/tr> Exams<\/td> Recruitment process<\/td><\/tr> Reward<\/td> Recruiting<\/td><\/tr> Return with elixir<\/td> Integration & retention<\/td><\/tr><\/tbody><\/table><\/figure>\n\n