Recruiting Daily shares why employers should be sharing stories from their people…right now!
Sharing what’s happening in your organisation right now (as we start to come out of the global pandemic) with candidates can be challenging. But being empathetic and transparent is a great place to start.
“Adding employee stories gives your underlying message emotional and substantive heft. And it’s just what candidates want and need to hear. Here’s why you need employee stories in your candidate-facing content right now.”
Your audience wants to know how you’re treating your employees
“According to a LinkedIn study on employer brand during COVID-19, coronavirus-related posts are getting more engagement than other posts. Especially those focusing on how companies are helping.
“A major employer brand recently told us that their COVID-related recruitment marketing content is performing 40 percent higher than other types of content. Their candidate audience really wants to know what it’s like to work through the crisis at their company.”
It’s more than just candidates searching for this information. The general public is too.
“A recent survey conducted by People Magazine found that more than 89 percent of respondents are monitoring the treatment of employees by the companies they work for during the crisis. The general public is paying close attention to who is laying off workers, offering paid sick days, giving back to the communities, and more.”
As always, and especially now, how companies treat their employees form the public’s opinion about their leadership and employer brand.
The single most important action organisations can make to build trust with the public is by “treating employees well.”
“Using your employee stories to build trust with candidates is always important, but especially in an uncertain world where every corporate action says something about your workplace culture.”
Your culture has just been defined for you
Who are you? If you we’re sure how to define and describe your organisation’s culture before the crisis, you know now.
“Employee safety considerations, converting to a virtual workplace, maintaining employee engagement through Zoom, declining revenues, increased collective emotional stress … a swirl of circumstances has forced your company to make a variety of people decisions. And, most of these decisions showed your real values.”
For some organisations, the global crisis simply reinforced who you are and what you stand for. But for others, it may have instigated some reinvention.
“Connect employee experiences to the larger story you’re already telling through your corporate actions. Emphasize impact. Candidates are already making assumptions about your culture based on what they’re hearing from your employees, but they need you to connect the dots.
We did this with our messaging. Stories Inc. co-founder Scott Thompson publicly stated that he defines good leadership as doing everything to avoid layoffs.”
Organisations have been sharing personal stories from their team members about their experiences during the crises, including how leadership impacted their experience.
Sharing real stories is far more impactful and meaningful to candidates and external audiences as it connects your organisation’s actions to employee experience, and gives people more context and insight.
Employees want to share
“Your team members have been through a lot. They want to talk about their lives now, and how they’ve been supported at work (or not). You still want to vet employee stories to ensure they’re helpful to candidates. But, there is likely a plethora to choose from right now.”
During crisis events, people typically look to media to stay informed, pass time, find comfort and stay connected and informed. This applies to both life and work.
“Also, according to a study conducted by the New York Times about why people share content on social media, 84 percent of respondents said they want to spread the word about something they believe in. Your company’s actions have impacted your employees’ emotional, financial, and physical wellbeing. You’ve likely given them a reason to share.”
So don’t delay, share employee stories now.
As you think through how to best communicate what’s happening at your organisation with candidates, include employee stories in your strategy, as they show the real, human impact of your organisation’s decisions on your people.
“Specific employee stories further reinforce and define who you are an employer, and that’s exactly what the world wants to know right now. “
Source
Why you should be sharing employee stories right now
Lauryn Sargeant
Recruiting Daily