This summer, Stories Inc. is traveling the world for several global employer brands, capturing consistent and compelling content that speaks to local, glocal and global workplace culture (more on that here). These with-it 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-glocal-global content for your employer branding and recruitment marketing efforts.
Local: Capture Specifics of a Culture
Cultures can differ even within small teams, so of course they can be drastically different per office and per country, even when each group is 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.
Using a local perspective allows you to dig in deep: what is it like to be a chemist in the Switzerland office? What is it like to be an intern in the Austin, Texas office?
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, puts themselves in the shoes off 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?
For one global pharmaceutical company, the common thread was the total career control offered to each team member. We captured stories from eighty team members in ten offices around the world that illustrated their EVP, with interesting stories that proved the company supported individual interests and goals.
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). If your company actively offers promotions with relocation, funds global leadership programs, and offers international office swaps, use real employee stories so candidates can picture themselves experiencing the world through work.
Glocal: Show how a Local Office Contributes to Global Initiatives
What does your local office do that supports an universal initiative, like achieving gender parity? How does the value of Flexibility show up in China? If you use these stories as a standalone, you have powerful glocal content. Bonus: if you string several together from all over the world, there’s your global universal content.
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 un-used, an angel loses its wings.
Can we help you develop local-glocal-global content this summer? Learn more about our program here. Will we be near an office whose culture you’d like to capture? Check out our map below or contact us to discuss!
P.S. We’re actively considering good food recommendations here and will reach out to our friends at Expedia :).