Good stories are powerful – a fact acknowledged by HR marketing in applicant communication.
Discover the immense value of this marketing tool in recruitment and learn how to forge an emotional connection with potential employees in this interview with Katarina Bijelic, a specialist in People & Culture and Human Resources.
Katarina Bijelic knows her stuff when it comes to employer attractiveness. As an expert for all matters relating to human resource management, she has been supporting companies in personnel recruitment for many years. Katarina serves as a trusted advisor to SPS MARKETING, offering guidance on various facets of personnel and recruiting.
Katarina Bijelic - HR Manager and expert for all matters relating to human resource managementA recruitment campaign seamlessly blends HR marketing and employer branding to not only advertise job openings but also showcase the company's appeal as an employer. Stories offer the opportunity to convey the vision, culture and values of a company and to present services such as employee benefits in a context-related framework. This approach swiftly captures the interest of potential applicants, allowing them to intuitively grasp what the company represents. Storytelling makes the company more human and authentic, which facilitates identification and loyalty. When the narrative aligns with the overarching brand message and identity, it reinforces the benefits of employer branding consistently and can be effectively incorporated into job advertisements or interviews.
Aligned closely with the campaign objective and a clear employer positioning in mind, maintaining an authentic and transparent external image is paramount. Authenticity and transparency are key factors as they enhance the credibility of the employer brand. Within the company, all employees should be able to identify with the messages so that they can act as brand ambassadors of their own accord without the company having to take any further action. As in marketing, a thorough market analysis and target group definition are a prerequisite for success: the development of personas is also crucial in recruiting for tailor-made content in order to inspire applicants with convincing messages (e.g. career starters, people who are about to change jobs or career changers).
Incredible benefits of employer branding: We implemented the employer positioning of our client Magna with target group-oriented content.It's about telling an authentic and appealing story that attracts potential employees and strengthens employer branding. It must be credible, without exaggeration or unrealistic portrayals and, ideally, supported by facts. Highlighted values and characteristics of the company, such as family friendliness or personal freedom through extensive home office options, should already be lived and used by existing employees. If HR storytelling in recruiting is anchored in real values and thus in the corporate culture, it can gain trust and be convincing. Content that is communicated externally should actually be found internally! Transparency in recruiting is also very important and creates a level playing field. If the application process is clear and recognizable, this creates additional trust.
Relevance is paramount – only those who meticulously define and understand their target group can select the appropriate content in HR storytelling to address needs, values, and interests, thereby eliciting surprise and curiosity!
Impactful HR Storytelling at Play: Our client Greiner AG's apprenticeship campaign communicates a platform for individual personality expression and a significant level of freedom.Content diversity is key, often centered around elements that characterize the corporate culture, such as social responsibility, innovation, or teamwork. A compelling portrayal of these aspects can be effectively achieved by highlighting the individuals who form the backbone of the company. Real stories from current employees – whether as text, images or videos – and the sharing of experiences and success stories are very effective. Particularly impactful is the transparent presentation of the workplace reality and working environment, showcasing both positive and challenging aspects. Personal impressions from trainees, seasoned employees, or individuals challenging stereotypes, like women in traditionally male-dominated professions, carry more convincing weight than straightforward factual lists. Incorporating photos or quotes from employees adds a personal touch to campaigns. Company events, successful projects, and strong customer relationships can be highlighted, alongside aspects like ongoing training programs, work-life balance initiatives, health promotion measures, or other benefits.
Especially in the technology sector, the presentation of industry-typical challenges and how they are overcome has proven to be extremely effective. Honest solutions convey competence and trust in the company – both of which form the basis for identification with a company. Depending on the target group, channel and content, visual elements such as images, videos and graphics as well as brain-friendly language reinforce the message and give the story an appealing multimedia design. The use of crisp, concise video content in recruiting is particularly effective because the format appeals to different senses and works on several levels.
The target group analysis discerns the most suitable channels for specific applicants. Professionals are more likely to be found on LinkedIn than on TikTok, which is better tailored to reach apprentices. Determining whether you aim for a broad talent pool or specific individuals influences the channel selection. The choice of channel also depends on the objective. Industry-specific networks, platforms or, in some cases, job fairs are also exciting opportunities to reach desired candidates. And don't forget: Existing employees are also channels and advertising media that can be used through a referral program, for example. Tailoring your approach based on age and qualifications suggests that a blend of traditional and digital channels is recommended. Regardless, communication should be specific to each channel, incorporating opportunities for interaction, such as through landing pages or live events.
Established KPIs facilitate the evaluation of a recruiting campaign, enabling necessary adjustments. These may encompass metrics such as the ratio of high-quality applications to the total number received, the average time taken to fill a position, response times, evaluation of utilized application channels, and click and response rates on social media posts. Gathering feedback from applicants is a vital element in measuring success. Understanding their reasons for applying and their overall experience provides valuable insights into the campaign's effectiveness.
Through clever and creative storytelling, you can not only effectively reach your target audience in recruiting with powerful emotional messages but also engage and authentically portray your company as an employer. This sustainable and, above all, effective approach bolsters your employer branding and enhances your recruiting process. It aids in positioning your organization as an attractive employer brand, facilitating the long-term attraction and retention of qualified talent.
Planning an impactful recruiting campaign? We are more than happy to support you!
