4 Step guide to storytelling in the candidate journey

What part does storytelling play in your candidate journey? If the answer is ‘none’, we’ll happily change that. This article will tell you why you should incorporate storytelling in your candidate journey today and why interactive storytelling is even more effective.

Why use storytelling in recruiting?

Storytelling is a powerful way to communicate your organization's mission, values, and beliefs in a way that illustrates a potential candidate's purpose within the organization and beyond. Storytelling can help potential candidates emphatize with your story. This helps to build an emotional connection and a level of trust that is needed for them to want to work with you.

In addition, stories are a great way to engage with your audience. Whether it’s through shareable content or testimonials.

Instead of writing out what kind of work environment an applicant can expect, why not take them on a video journey through your offices, team events and coffee stations?

What is the candidate journey in the interview process?

The candidate journey can be defined as the experiences that job seekers go through during the job-hunting process. It starts before candidates apply for a job, and it continues even after you have hired them. Perfecting each step of the journey can help you attract candidates faster and more effectively and - more importantly - help you retain them.

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Literature typically distinguishes 5 or 6 stages of the candidate journey: Awarness, Consideration, Interest, Application, Selection and Hire. The first three of these stages have to do with marketing, while the last three make up the actual recruitment process. 

Implement storytelling in the candidate journey in 4 steps

When you are an established company, you might be able to attract talent based solely on your reputation. However, most companies do not have that luxury. This is where the power of storytelling comes in. By doing it right, you can use it to your advantage to create meaning and inspire potential employees. This is how you infuse storytelling intro your recruitment strategy in four steps.

STEP 1 Understand your audience (the candidate)

First of all, it is important to know who your candidates are and what they are looking for. Same as with any recruitment strategy. Only when you know and understand their values, aspirations and challenges can you start crafting a narrative that resonates with them. 

People don’t care about your company, they care about the people that work there, your mission, vision and how they can contribute.

STEP 2 Craft a compelling narrative

Any good story has a clear beginning, middle and end. That is what you’re aiming for with your story as well. The challenge here is to craft a narrative that is equally compelling and authentic. Authenticity is key, because trust us: candidates will either know when you’re lying or leave when they find out you were. Showcase only real experiences and testimonials, mention only existing benefits and values that are actually upheld within the company. 

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STEP 3 Incorporate interactive content with Intractive

Implementing storytelling is a good starting point, but to really stand out you’ll need to step it up. A good way to do so is by using interactive content. This can really elevate your storytelling and make it more immersive and engaging. It has been scientifically proven that interaction makes it easier for people to remember and it makes them feel more engaged and empathic with the content.

A platform like ours can help you tell your story using interactive quizzes, video’s, infographics, VR photo’s and more to showcase your company’s culture and values. By alternating video, text and questions, you keep your audience engaged and motivated to get to know more.

Why wait to show candidates around your office until they actually visit? Instead create a virtual your with a host taking you around the office to meet colleagues and show you the office spaces. Include virtual reality features to allow candidates to explore spaces from the comfort of their home or ask them question to reveal interesting facts about company practices. Alternatively, accompany each job listing with an interactive mini-experience of what it’s like to work in that role.

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STEP 4 Continuously refine and update your story

A company’s story is rarely static. Instead, it evolves and grows and is subject to changes within the world. Therefore, it is important to keep the narrative fresh and relevant and to update when necessary. Current employees are likely your most valuable source to know which parts of the story resonate most and which areas might need improvement. Value their feedback and actively ask for it. 

Your employees can also help you keep track of and signal evolving trends. Without a doubt, new trends will arise that greatly impact your company and the narrative you created. This doesn’t mean you have to change the entire narrative. Rather, embrace these trends, update your story when needed and incorporate new (micro) stories as the company - and the world - grows and changes.

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Get going and improve your candidate experience with storytelling today

So, what is your excuse not to start today? Make storytelling an integral part of your recruitment strategy or better yet: upgrade to interactive storytelling.

Curious how Intractive can help you tell your story in an engaging, fun, interactive way? Get inspired by our cases or book a demo, free of obligation.

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