The landscape of employer branding is evolving. Businesses are no longer solely assessed by their products or services; they are now judged by their potential to provide personal fulfilment for prospective employees. Your Employee Value Proposition (EVP) has become pivotal in this assessment, as it promises more than just a job – it offers an opportunity for self-realisation.

The power of authentic employee stories

The value a company offers is not merely tied to its financial strength or market position. It’s about how well it can fulfil the deeper needs of its employees – their desire for a meaningful lifestyle, a secure future, and recognition as valuable individuals. The authenticity of these promises is best demonstrated through the voices of existing employees – the living, breathing embodiments of the EVP.

In a world increasingly sceptical of marketing ploys and sales pitches, authentic employee stories can serve as a powerful tool. They bridge the gap between the abstract EVP and concrete experiences, bypassing scepticism and appealing directly to our instinctive, emotional responses.

Just as influencer marketing leverages the trust and credibility of a third-party to promote a product or service, ’employee advocacy’ utilises the authentic voices within the company to communicate the EVP.

Three steps to harnessing the power of authentic employee stories

Step one: Encouraging employees to share their stories

The initial step involves creating an environment where employees feel safe and encouraged to share their experiences. The Employee Branding (EB) team plays a crucial role in this process, listening, capturing, and amplifying these stories.

Tip: Use tools to facilitate this process, but remember, the most critical element is the psychological safety that encourages employees to come forward and the social recognition that follows. Creating an atmosphere where employees are entirely at ease discussing their experiences is crucial,  to ensure you capture their stories in their purest form.

Step two: Balancing authenticity and branding

In a content-saturated world, the challenge lies in distinguishing the authentic from the over-branded. Over-branding employee content can make it appear as a commodity, diminishing its impact. Authentic voices, even if they are a bit rough around the edges, can cut through the noise and bring the uniqueness of an experience to the forefront.

Remember: Authenticity is not a commodity, it’s a novelty.

Step three: Showcasing employee stories as part of your employer brand

The delivery method of these stories can vary according to the target audience and the nature of the stories themselves. Some stories might be better suited for long-form blog posts, while others could be best presented through short videos.

Current Trend: Short video content is currently dominating the world of reach and engagement. The popularity of platforms like TikTok is a testament to this.

The impact of authentic employee stories

The stories we tell about our organisation play a vital role in shaping its culture. They highlight who we are, what we value, and what behaviours are expected. The power of self-identification cannot be underestimated when it comes to retaining talent. Authentic employee stories actively shape the company’s culture and subsequently influence employee retention.

Great talent will stay in an organisation, even amidst lucrative offers, if they perceive themselves as part of something that aligns with their personal identity.

Employing authentic employee stories as a part of your employer brand strategy can be a game-changer. It’s not just about attracting the right talent, but also about keeping them.

Work with us to transform how you attract and engage talent through embedded talent acquisition. Our experts match your company with the right talent on a flexible basis. You get an aligned, diverse, engaged team to drive your company to sustainable growth. Write to us today!