Looking for an employer branding content example? The way your organization treats its staff when life happens is one place to find great stories.

When my son was born three months prematurely and out of state in 2008, we faced a real struggle in getting him transferred to the neonatal intensive care unit (NICU) closest to our home, which also happens to be one of the top-ranked nationally. Our family would have been separated for several months while my husband returned to work and I stayed out of state with the baby, who was roughly two pounds and in need of extensive medical attention, without a transfer.

Desperate, I contacted my employer’s HR/benefits department for help with nudging our insurance company to approve the medical flight transfer (frankly, a very small cost relative to the baby’s months in NICU). I had never met any of the people I spoke with before and was pleasantly surprised to find truly caring and compassionate people who succeeded in helping get the claim approved and our baby transferred to our home hospital within a week of the first time I called them. The baby is now seven and thriving.

A story provided an employer branding content example

Can you imagine if I posted that story on a forum like LinkedIn or Glassdoor? Better yet, what if the company used the story as part of their employer branding content? How would it impact a candidate’s expectations of what it’s like to work at that company? The same can be said for customer, investor, and business partner perceptions.

In the case of my story, it could have been shared in conjunction with parental leave policies and how the company supports working parents. According to a report issued by The White House, nearly half of parents say they would pass up on a job if they felt it conflicted with their family obligations. This particular story shows in a tangible way how they supported a family when presented with the opportunity to do so.

Because I had both video and photo clips that could have been used, and we had a few people who could be interviewed (the HR team, possibly even the insurance company rep), the story lends itself well to video versus other mediums. The emotion can also be very easily conveyed. A longer video explaining the entire saga could be broken out into a series of shorter video vignettes that could be released on social channels.

So while I’m no longer at the company who so diligently helped me keep my family together during an incredibly stressful time, I will always hold them in high regard (and share their story).