The best recruitment marketing content of 2019
It’s the time of year when Stories Inc. reflects on two questions:
- What has inspired us this year?
- How have we improved as recruitment marketers?
Because uncovering important and compelling stories that communicate culture is our job, there is no shortage of sources of inspiration. Our storytellers have experienced a lot, and their workplaces supported them through “bonding” leave policies, super inclusive holiday parties, and much more.
And, when we’re helping solve major recruiting challenges like attracting women engineers to a company worthy of their attention or marketing trades as the desirable career it is to high school students, we can’t help but get better as culture storytellers and recruitment marketers.
At Stories Inc., it’s our mission to share what we learn with those who want to bring their real employee experience to candidates. When we can accurately convey culture, the world rejoices:
See, you really are making the world better when you’re delivering accurate and compelling recruitment marketing content to candidates.
We want to inspire you and make you a better recruitment marketer in 2020. Here are our favorite employee stories, which also worked as powerful recruitment marketing content, from 2019.
Women from Expedia Group
30% of women who left the engineering field said it was because of company culture (according to the Society of Women Engineers).
Yikes! That means their experience was so terrible, they didn’t just switch jobs… they switched careers entirely.
This plus other stats give greater context to the challenges women in engineering face at work. For women engineers considering a new career at Expedia Group, they need to hear specific stories about how the company values and supports women in tech. This video delivers.
Here’s tips on creating recruitment marketing content for women in engineering.
Skilled Trades at BAE Systems, Inc.
There is a talent shortage for skilled trade workers. More high school students are choosing four year colleges over a career in the trades, often at the urging of their parents. In reality, a career in skilled trades can be a better economic and personally satisfying career choice. Companies like BAE Systems, Inc. face an interesting recruitment marketing challenge: they must market to the next generation of skilled trades professionals… while also educating their parents on the opportunities this type of career can provide their children.
One of our favorite stories of the year features the shipbuilding team from BAE Systems, Inc. Yes, it shows the visual reality of the work (p.s. ships are gorgeous). Yes, it shows compelling career opportunities available through real employee experiences. But it also works overtime: BAE uses this video to reach high school students, their parents, college students, and teachers to show what a career in skilled trades really means.
Here’s tips for creating recruitment marketing content for skilled trades.
Personal and Professional Impact at Ochsner Health System
Imagine if your parents could talk to the people whose lives you impact through your work. How would that change what they knew about your career? Charlie Ho’s personal and professional worlds collided when a patron at his parents’ restaurant became his patient at Ochsner Health System.
It doesn’t matter if you’re talking to a candidate or your parents: stories are the best way to give insight into jobs and workplace culture.
Global Stories at Dell Technologies
Candidates considering a career with a global company need to know what the universal culture is like, no matter where in the world they work. Candidates also need to know what’s unique about the specific space they’ll work in everyday. Dell Technologies accomplishes both through employee stories. They communicated a global culture by using a consistent visual look to unite the locations, and stories about the culture that could come from Japan or Texas (and did!) to illustrate values. Then, they highlighted stories that could only happen in that place in the world.
Below are a few examples of stories we gathered that show global, glocal, and local recruitment marketing content.
Team Value Propositions in High Growth at Interactions
When a team needs to scale rapidly to support business growth, finding and communicating the team value proposition to candidates is critical. This video from Interactions, a high growth tech company, is one of our favorites because it uses stories to bring to life the team’s value proposition to sales candidates.
We’ll add more of our favorites here after releasing on our social channels. (Follow us and we’ll follow you back!)