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Tuesday, October 29, 2013

Digital Storytelling is Critical to an Effective Employment & Hiring Strategy

By Jessica Miller-Merrell

Just like the consumer industry, our reliance on technology particularly in the field of HR and recruiting is growing every single day. We rely more on technology, tools and digital properties to help us accomplish more with what feels like less time every single day. For job seekers whether they are passive or active candidates , the challenge is accessing relevant information quickly, which for a job seeker, is information about a company they are considering as a future employer or immediately.

The solution requires a full recruitment marketing and employment branding strategy where HR technologies like Talent Circles provide a community focused on content marketing, access of information, resources and most importantly facilitates the art of digital storytelling.

Are you looking to build an employment brand because your job seekers are looking and listening? They are waiting for you to tell your company culture and workplace story. And yet, CareerBuilder’s recent October 2013 found that only 38 percent of recruiters and companies believe their company has a defined, concrete digital story tale and employment branding strategy.

The digital story of your organization provides candidates with resources, information and insights into what it’s like working at your company. It should be told through more than a 90 second recruitment video, but through multiple employment branding touches including recruiter interactions, articles, power point presentations, webinars and pictures showing the culture and real life stories of what it is in it for them to work at your company.

And differentiation in the world of recruitment and hiring is starts with your digital storytelling. These electronic resources created to share insights to a very specific job seeker audience can be a powerful ally in presenting your company to a qualified candidate long before they become fully engaged in their job search intentions and strategy.

This differentiation does more than just attract your most qualified job seekers based on targeted resources and information. Your stories create a reputation demonstrating to job seekers how you value the candidates you will eventually hire but more importantly, your stories send a message to the larger percentage of job seekers who will not work for your company. By providing your job seekers resources and information regardless of their employment status with your company, you are accomplishing something which 44 percent of your competitors don’t bother doing. And that is engaging, acknowledging or even receipt of the candidate’s employment application which provides a nearly intangible value of engaging your customers, candidates and shareholders on all fronts unifying and reinforcing your company’s business proposition and strategy which is a win-win for all parties.

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s an author who writes at Blogging4Jobs. You can follow her on Twitter @blogging4jobs

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