Implementing story messages in your talent marketing will significantly increase the impact of your message.
What you need is a simple formula for copywriting a story message.
This week in the Building a Modern Employer Brand podcast, I talk about crafting your talent marketing messages in a way that will win attention and influence your audience in the ways you intended.
In this episode:
- The purpose of commercial messages (such as a talent marketing message)
- Story messages in talent marketing
- A simple formula for crafting story messages in talent marketing.
Using story messages in talent marketing
All talent marketing is essentially about creating content that successfully wins attention and inspires our target audience in ways we intended.
We want our talent marketing messages must influence our target audiences to think, feel and act in the interest of our business, right?
However, especially recruitment marketing messages tend to be very straight forward about the interest of our business. “We have this opening, we require and expect such and such things and we need your application by such and such deadline.”
The problem is, the more we make our needs and expectations the key message, the less impact the entire message has. This can only be corrected when our messages are clear about the benefits for the target audience as well when they act in the ways we intended.
Using story messages in your talent marketing and communication changes how the recipient perceives your message. Messages in this format clarify the benefit for the recipient to take action without taking away your need as the employer.
The most common talent marketing messages
The can use the story message format in all of your talent (HR) marketing.
The most common talent marketing messages are:
- recruitment marketing messages such as job posts
- career stories
- various blog posts and articles written and shared for the talent audiences
The key difference between regular and story messages
The key difference between the more common types of messages and story messages is the angle of the key message.
If you are unsure about what a key message means, it is the one point your message must make. The one thing your audience must memorize after they heard your message.
If you look at what I call typical, traditional job post, it positions your organization with the problem or a need that needs to be solved right now. When a job seeker applies to your vacancy, your problem is one step close to become solved.
The key message is clear. It’s all about the employer’s problem that needs solving in their terms and time frames. Applicants are just means to the end.
I know you probably don’t mean it that way and if your company culture respects your staff and your leaders really value your employees, you should pay attention how you frame your needs. The traditional messaging tends to fail expressing the value of your people.
Story message on the other hand presents a narrative in which the recipient of the message has a problem and the organization has a way to fix it. The narrative format makes it easy for the recipient to picture the problem being taken care of and what life looks like afterwards.
When you read a story message, you are compelled to hear more because it addresses your need and struggle and presents a way to get out of it.
Become familiar with the concept of Work to Life Riddles because they refer to the typical problems, struggles and pains that push talents to make career changes.
Like what you hear? Learn more about how to apply storytelling in employer branding at Talent Marketing School
Subscribe online to Talent Marketing School and start learning how to build the modern employer brand based on my Magnetic Employer Branding Method™️. This method gives you a systematic approach to storytelling based employer branding. When you learn the system, you can apply it to other talent marketing too. When you become an online student at Talent Marketing School, you get access to all core lessons and courses teaching how to build the modern employer brand based on this method. You cannot learn this method anywhere else but at Talent Marketing School.
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