Recruitment marketers are often faced with the dilemma of determining which is the “right kind” of employee-focused content to use on company career sites, social media and in candidate communications. However, employee testimonials are not the best answer.
Employee testimonials vs. employee stories
While employee testimonials do a great job painting your company in a positive light, employee stories do the best job giving real insight into your culture.
An employee story is a specific example of what the organization did for the person. Employee stories give real insights into the employee experience as a whole.
In contrast, a testimonial broadly describes how the employee feels about the organization and ultimately makes a recommendation as to why others should work there.
As recruitment marketers, we’re constantly trying to give candidates insight into our company. For this reason, opt for employee stories over employee testimonials in your recruitment marketing content.
Candidates want substance
Candidates are looking for substantial details about the company culture and employee experience, not general statements that could potentially describe any company.
For example, many companies showcase diversity and inclusion prominently on their career site. Employee testimonials feature employee quotes such as, “I can bring my whole self to work” and “I feel like a part of the team.”
To feel both of those things is great…but they don’t give candidates the substance and proof they need to truly understand what diversity and inclusion mean at your organization.
Let’s look at Joanna’s inclusion story from BAE Systems, Inc.
Joanna’s story proves a few things about BAE System’s culture of inclusion that a testimonial couldn’t:
1. BAE Systems is able and willing to accommodate people with disabilities.
2. At BAE Systems, people with disabilities are seen as people with potential. They are valued, given opportunities to be challenged and progress in their careers.
Employee stories set you apart from other companies
Employee testimonials can start to sound the same. Buzz words like “Innovative” or “We’re like a family” are common, but they can mean different things at different companies.
At Loews Hotels & Co., “family” means all hands on deck and being willing to do whatever it takes to wow guests. Cristian’s story explains how “family” is a core value of Loews’ employee culture.
Another great, and very personal, example of a “work family” story comes from Rae at Kasasa. When Rae unexpectedly landed in the hospital after moving to a new city, she had to lean on her new work family.
These personal, specific stories go deeper than the rote “We’re like a family” employee testimonial. Share your own employee stories and you will stand out from other potential employers.
Give candidates clarity
According to Glassdoor, 67% of employers believe retention rates would be higher if candidates had a clearer picture of what to expect before taking the job. Employee testimonials do not provide a clear picture, which can often contribute to unmet expectations.
Share employee stories to give candidates the insight they need to decide for themselves. Everybody wins!