Rule of 3: local, global and glocal workplace culture content
Stories Inc. often develops content for global employer brands, capturing consistent and compelling content that speaks to local, global and glocal workplace culture. These brands recognize the power of personalization and global messaging in their employer branding and recruitment marketing content. They also care about efficiency and consistency.
Here is why you should consider taking the three-pronged approach of local, global and glocal content for your employer branding and recruitment marketing efforts.
Local: Capture Specifics of a Culture
Cultures can differ even within small teams. Therefore, culture can be drastically different per location or office, even when the groups are working towards the same organizational purpose.
Candidates are inundated with unspecific (and unmemorable) culture content. The more specific you can be, the more insight you give candidates. The example below shows candidates what it’s like to work in the Dell Technologies location in Egypt.
Acknowledging what candidates already know — that their employee experience will depend on the team they’re on, the job they do, the place they work — builds trust. Giving them insight into the exact or very similar experience captures interest. Additionally, it puts the candidates in the shoes of the storytelling employee, and empowers them to make an educated, apply-or-not decision.
Specific culture content is also ideal for your targeted recruitment marketing efforts as seen on landing pages and ads.
Global: Communicate Universal Culture
Understanding what’s consistent about a workplace culture across the world is incredibly powerful (and assuring) to candidates. Major strategic win: it also further bolsters your overarching employer brand. These topics include mission, purpose, initiative hiring goals, and benefits. What do employees experience no matter where they work?
When Stories Inc. captured stories from all over the world for Dell Technologies, we found that there were consistencies in experience for employees no matter their Dell location. We gathered important stories from team members all over the world, across offices, races, ages, tenures, and positions. Doing so allowed Dell and Stories Inc. to “zoom out” and see the big picture of universal culture.
Themes emerged around flexibility, DIB, and more. As a result, the Stories team created a library of content that brought to life their universal culture, which all stakeholders at Dell could use to talk about their employee experience globally.
Global: Capture Stories that Show Endless Opportunity
When you’re able to show experiences someone can have around the world, you’re opening up a new world of opportunities (pun intended). Use real employee stories so candidates can picture themselves experiencing the world through work. If you use these stories as a standalone, you have powerful glocal content. And, when you string several together from all over the world, there’s your global universal content. The Women at Dell video reveals global and local culture.
All Three: Consistent Content Look
We’ve seen it often: when offices don’t feel supported, they go rogue and create their own content. Not always a bad thing. But when the global or country brand leaders can’t promote and use employee story content because it’s missing key messaging or visual components, it’s wasted work. Approach a global branding project all at once and you’ll have less to figure out (and throw out) later. From our perspective, whenever a great employee story goes unused, an angel loses its wings.