Why Storytelling Is So Important to Your Employer Brand

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Have you ever watched a movie and felt your heart racing or had to wipe tears from the corners of your eyes? Have you ever listened to your friend tell a joke and laughed out loud or gotten goose bumps from the recounting of a spooky coincidence?

Of course you have because that’s what a well-told story does to us. It affects us emotionally, and it can change our physical state—and can even become imprinted and memorable.

When we watch a good movie or read a good book, we feel what it’s like to be those characters and vicariously experience their life and the situations they find themselves in.

When you use storytelling in your employer brand—to tell your employees’ stories of challenges and triumphs—you give candidates the chance to feel and experience what it’s like to work for your company. That allows them to make a more informed decision about whether they will be a good match for your culture.

Let’s take a closer look at why storytelling is so important to your employer brand.

The Power of Purpose-Told Stories: The Trojan Horse

A purpose-told story—which is the kind of story you should use in employer branding—contains a lesson or message. In this kind of story, at the very moment the audience is feeling what it’s like to be the hero, they’re also feeling what it’s like to learn the lesson, see the world through the hero’s eyes, and understand the motivation and desires the hero is experiencing.

Those lessons and messages become unforgettable. Your brain confuses the story with the real experience and the emotions that go along with it.

Before we were even able to write or record the wisdom of life experience, we passed learning from generation to generation using the simple mechanics of story.

The story of the Trojan horse is one such purpose-told story. I will never forget my primary school teacher reading the story to our class. We listened in silence, wide-eyed, hanging onto every word.

For those of you who may not be familiar with the tale, the Greeks pretended to sail away from Troy, leaving behind the big wooden horse containing an elite force of men, including Odysseus. There, they waited until nightfall, and the Trojans, believing the horse was left as a victory trophy, pulled the horse into their city. That night, the Greek force crept out of the horse and opened the gates for the rest of the Greek army, which had sailed back under the cover of night. The Greeks entered and destroyed the city of Troy, ending the war.

When the story was over, the teacher asked the class what we thought of the story and what we thought would happen if another wooden horse were presented outside the city gates. “Don’t let them in. Leave it outside!” we all shouted. Continue reading here…

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Source: HR Daily Advisor