Tell Your Dynamic Story

‘Content Marketing’ and how to tell your story to candidates.

In Our Authors, Steve McNally, Talent Acquisition & Recruitment, Talent Insight, The Talent Consumer Experience by Steve @ Resource Central1 Comment

It’s your ‘Employment Story’ that’s important. Be dynamic and make it a conversation!

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The team here at Resource Central is often asked how ‘Content Marketing’ should fit within the rest of the employer marketing mix. To us, it’s a slightly strange question because, simply put, Content is Marketing done well. We have long understood that Marketing is all about telling a Story. The true story of you as an employer, as a place to work, as a team of people, as an environment where employees can achieve, develop and prosper. In our experience, some HR and Recruitment departments have a natural story to tell about their people, their company, their product or their service. Others may have to work slightly harder at identifying the plot, crafting the narrative – and then getting the story out there, engagingly, continuously.

So we thought we’d share our First Principles of Telling your Employment Story in this multi-channel world of ours. We hope it gets you thinking through your own proposition and how best to tell it to your candidate communities at large – because, as you will see, they are ultimately the people with the tale to tell ….

Promote Storytelling is at the heart of all families, communities and cultures. It’s also integral to creating a Brand. Simply put, story-telling enables you to create a perception of you as an Employer. So what is your story? In the socially-networked world it cannot be ‘created and controlled’. Rather, it is created (by you) and then developed through content derived from many people and many directions, including your candidates. So when pondering your storyline, stop thinking of ‘Creating an Excellent Story’ and simply start the job of telling the story through Excellent Content. You can create the storyline but many others – including the candidate – will soon take up the story and add to it.
Content Marketing is all about creating content that is so good, it becomes viral – so contagious, it cannot be controlled. It’s not monologue and it’s more than 121 dialogue. It’s about creating conversations – including candidate conversations. Get the candidate to take up the Story, so that it becomes THEIR STORY.
No one now has a monopoly on storytelling. In fact, more people will be telling stories about you as an employer than you will ever be able tell about yourself. So at some point you will need to start seeing the story as conversation, or rather a multitude of simultaneous conversations – candidates are consumers of what you say, able to turn on their own voices at any time.
Adopting the conversation model means accepting that you cannot control the development of your Story – it’s being discussed by too many people, in many different ways, in too many channels. Which is where the Content you produce and the Conversations you choose to involve and edit are so key. So you market through storytelling, but the story is told through content.

So why not get in touch and tell us your story?

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Steve @ Resource Central
Director of Brand & Communications @ Resource Central Ltd
25 years' experience in recruitment marketing and employment communications. 36 CIPD and RAD Awards for clients who include Accenture, Aviva, British Airways, Deloittes, IBM, Nestle, Oracle, Pepsico, PwC, RBS, Tesco and Xerox. Global EVP projects for organisations as diverse as Airbus Industries, Pfizer and Rank Group plc. Team Lead for 'Heart, Mind & Soul' engagement solutions.

Top Image and link via, Kruse Control Inc "Tell your Story: How to Differentiate Your Business Over the Noise"
Steve @ Resource Central
Director of Brand & Communications @ Resource Central Ltd
25 years' experience in recruitment marketing and employment communications. 36 CIPD and RAD Awards for clients who include Accenture, Aviva, British Airways, Deloittes, IBM, Nestle, Oracle, Pepsico, PwC, RBS, Tesco and Xerox. Global EVP projects for organisations as diverse as Airbus Industries, Pfizer and Rank Group plc. Team Lead for 'Heart, Mind & Soul' engagement solutions.