Structuring stories builds credibility, engages audiences, and addresses fears. “Humans learn through storytelling,” says Paul Huffman, executive director of TalentHunt, and Lumber and Building Materials Association of Ontario (LBMAO) board member. “In the recruitment world you want them to want the role or come join your company to show expertise.”
In his example, Huffman describes his work with Home Hardware Stores Ltd. to recruit positions within the company, establishing clear storytelling to show off Home Hardware as a place to work, to attract employees from a wider geographic area to its head office in St. Jacobs, Ont. “[I used] my network within building materials and the category to tell the story of Home Hardware, the journey they were on, and show the candidate where it could take them in their career.”
Where employee retention is concerned, Huffman says to “[set] trust right from the beginning. That starts with the job description.” Job descriptions have become templates people use that are boring and ineffective, he says. “Often 75 percent of what is in there is not actually what the job is. People get into a job, and they think, ‘Geez, this is different than what was on the job description.’ And inherently, you have already lost trust, and that is when you start to see retention issues.”
Social media can help build credibility and attract candidates, especially from younger generations. Stories can be told on a website, through a video on a career page. There can be testimonials from current employees. The video can walk people through case studies of someone’s career track.
“There are a lot of things you can do beyond having a verbal story. But when you combine all those things, and then, once you have the people in there, treat them well, treat them with respect, give them opportunity for growth. That becomes your story that everybody knows.”
When a position opens up, internal referrals will come in, “because everybody who is working there enjoys it. They are referring friends and colleagues. Your recruitment funnel starts to fill up.”
The impact of storytelling leaves a positive impression even if the candidate is not hired. “It leaves a positive impression about your organization.”
