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We want to show you how to get the best stories from your employees to create an authentic and convincing employer brand.
Once upon a time ...
If you grew up with fairy tales, you are surely familiar with the meaning of this phrase: Soon we will embark on an exciting journey, be it on a beanstalk to heaven or down a rabbit hole to an extraordinary world.
As children, we probably found these stories entertaining above all, but they also taught us something about life, love, power and injustice. By following the adventures of the fairytale characters, we were able to put ourselves in their shoes and learn about ourselves at the same time.
Your employees have a lot to tell
If someone presents sober facts, you may be able to memorize them. But when someone tells a story, he or she appeals to your emotions. For employers, this makes a significant difference in creating a unique company culture.
You can collect countless pieces of data about your employees, but without the right storytelling, they often remain dry data sets and leave no lasting impression. This is not because the data is unimportant, but because the human element is missing.
Stories can help to give meaning & purpose and heart to everyday work. The stories of your employees are therefore crucial for your employer brand. Stories make it clear why they work for your organization, what drives them in their day-to-day work and how they feel in the workplace.
But how do you get your employees to share their stories?
1. put your employees in the spotlight
The expectation that employees will become active on their own initiative to help shape your brand story is more idealistic. To get them to do so, you need to offer an incentive.
This does not mean that they should expect additional benefits or bonuses. Instead, you should help them understand the meaning behind such employee stories: By sharing their unique experiences, they have the opportunity for interpretation. They can define for themselves what it means to work in a great workplace.
Support your employees when they raise their voice. This sends an important message to other employees and job seekers: Your experiences matter to us.
Give your employees a convincing reason to come forward with their stories. This will motivate them to collaborate more than anything else.
2. uses simple introductory questions
Many people are nervous about talking about themselves. To put employees at ease, don't immediately ask about workplace culture or requests for change in the workplace. Instead, start with simple introductory questions, such as:
- How long have you been working for us?
- What did you do before?
- What do you do when you're not working?
Make sure you also ask a few personal questions. This will make the other person feel fully understood and make it easier for them to open up. Your exchange with the employee should feel more like a conversation and less like an interrogation.
3. ask about the team, not the individual
"So, tell me something about yourself!" - and the shock paralysis sets in...
Most people find it easier to talk about a group or a team than about their individual experiences. Therefore, start with general questions. Ask about the team members and what it is like to work in this team.
This not only helps to reduce the pressure on the individual, but also gives you valuable insights into the team dynamic.
4. concentrate on individual aspects
Open-ended questions such as "Can you tell me about your professional career?" usually don't lead anywhere. Most people don't think about their career or don't know what it means. Instead, use specific questions to steer the conversation.
For example, let the results of your Trust Index™ survey inspire. Perhaps a sense of community is a strength of your workplace culture? Or is it collegiality? Use such cultural focal points as a starting point for your employees' storytelling.
Also integrate your company values. What defines your organization? And how do these values influence the experiences you would like to hear from your employees?
5. think like a:e writer:in
Or rather, help your employees to see themselves as the authors of their own story.
Every story has a beginning, a middle and an end. Ask your employees where and how they started and where they are now. Ask them to take you on a mental journey step by step, as if they were telling their own story.
The narrative can cover various aspects: What was the reason for applying for that particular organization at that time? How did they react to a specific incident at work? What are their career plans for the future?
Uses questions like:
- How did this come about?
- And what happened then?
- How did it end in the end or where are you now?
6. involves the whole person
None of us lives in a vacuum. Stress in your private life can affect your work and vice versa. Encourage your employees to talk about their personal lives too, but without putting pressure on them.
Imagine, for example, a parent who has just become a mother or father. They are probably struggling to balance work and home life. Let's say you have empathetic managers and are open to flexible parental leave as a company. Then you can use the conversation around employee stories to offer them support and encouragement.
Your employees' stories should not be limited to just one aspect of their career. Instead, consider their story as a whole. This can bring many benefits, such as a stronger sense of belonging in the workplace and increased self-confidence. Ideally, the feeling of not being seen or the dreaded impostor syndrome will be a thing of the past.
What is your story?
Hand on heart: How often do you sit on the sofa and watch a Netflix series or read a book? Do you always think about the art of storytelling? Probably not.
But as an employer, you need to master this art, at least to a certain extent. Skilful storytelling can, for example, help to transform "dry" data from an employee survey into lively signals for a strong corporate culture.
All of your employees - each and every one of them - have individual stories to tell. These stories are what ultimately make up your company story. In short, your employee stories are your brand.
Let's go! Once upon a time...
