Across the globe, businesses face a common problem – the search for good people. Write the Talk’s Imogen Short and Becky Broadley team up to talk talent, business culture, and how storytelling techniques can help you.
When it comes to enticing the next generation of talent to join their grad schemes, businesses are struggling. The gap between what graduates want from an employer and what employers are offering graduates is widening. And it doesn’t stop there.
Dispelling the myths
Research shows that graduates don’t know what employers are looking for in new recruits. Most graduates think in academic terms – university grades, industry experience – but employers are actually looking for prospects that have a passion for business, top communication skills and a keen problem-solving mind.
That’s a lot of disparity right there and even more loose ends that just don’t tie up. With so much misalignment, a Talent team needs to make sure they’re telling the right story to attract the right prospects, creating a relationship that enables graduates to thrive while contributing to long-term business growth.
So, what’s the best way to do this?
Tell an authentic story
Trust is the currency of the 21st century and as we all know, trust is not a rational emotion. Scientifically speaking, trust exists in a different part of the brain from decision making – it’s why we can’t quite explain our ‘gut reactions’, and why we often trust them more than our rational reactions. This is where story comes in – enabling brands to form authentic connections with the people that matter. Marketeers have been harnessing the power of story for several years. So why not Talent teams?
When you win hearts before minds, you build long-term advocates. 65% of job seekers said they’d feel more connected to a company that shared their own beliefs.
Getting personal
Graduates too, are less interested in cold, hard facts. In a survey by Bright Network, when graduates were asked what mattered most to them when choosing a graduate role, the top answer was ‘The firm’s people and culture’.
In the same way that consumers want to buy from a brand that shares their values, graduates want to work for a company they truly believe in. When you put together a compelling story about your talent programme, which builds the character of your business in a way that attracts the attention of the right kind of graduates, you’re onto a good thing.
Creating a talent story
In such a competitive environment, storytelling is the only way to rise above the sea of sameness, to stand out from other companies. Don’t compete on the hygiene factors that can be easily replicated, compete on what you stand for. (And if you don’t know what that is, get in touch and we’ll help you find out).
It should look something like this:
1. Story development
A good story consists of three key elements:
• character (your personality, or how people experience you)
• journey (where are you going, what should it look and feel like)
• tension (what are you overcoming to get there).
At the heart of this, ask yourself – why should people care? And is your character distinct enough to keep people interested in your story?
2. Structure
Does your story ebb and flow over time? Will it weather the ups and downs of an ever-changing world? A good story evolves.
3. Creative
Are you using the right channels and mediums to reach your audience?
4. Measure
How do you measure which parts of your story are working? Marketing is about testing, learning and adapting to new insights.
Is 2019 the year your talent story comes alive?
Write the Talk shapes investor stories for bold organisations across the world. Our unique story shaping approach turns cold hard facts into a living and breathing narrative, transforming the way you connect with the people that matter. Get in touch!
