Telling stories is very important in humanity. Some would even suggest it’s what makes us human. What’s the last story you remember hearing? And why do you remember that one? What is it that made that particular story so memorable? It could be that the person telling you the story was very engaging. Maybe the story was very well structured. Perhaps even it’s a story that you saw in the cinema, when you were trying to escape the summer heat. In any event, you’ll probably agree with me that there’s an art to storytelling.
As recruiters, we’re constantly telling the story of the company, the vacancy and the team. This is why we’ve recently launched our brand-new feature: Cammio Stories. Let’s have a look at ways to make a story memorable, so you can use these principles when you’re telling yours!
This one happens to me a lot: I get excited about something like the latest Star Wars movie, and I’ll talk to just about anyone as if they also know every little detail from previous films. I get so caught up in my own excitement that I forget that the receiver of my story might not know (or care) that George Lucas added shots to Bespin in the ‘90s. This is a classic example of not realising who your audience is. You should always identify with the people receiving your message. Think about it as a recruiter – you may know the ins and outs of your company, but how would you tell someone who’s never experienced anything like that?
A good story shouldn’t be longwinded and complicated, in fact those are the main ingredients for a forgettable story. Your audience isn’t going to stick around if they don’t understand what you’re talking about, or if they get bored with your message. In one of my favourite podcasts, writer Marc Bernardin explained that you can’t have a complicated story set in a complicated world, because then there is nothing the audience will relate to. Simplicity is key, and getting to the point makes sure the receiver is listening until the end.
You wouldn’t start a story by saying “The witch was defeated, and they lived happily ever after”. Pixar has a rule for this in their 22 rules of storytelling. Rule #4 reads:
“Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.”
You start at the beginning and you set the scene: this is what happens every day in our setting. Then one day, something happens, and everything else is a reaction on what happened before. What do you want to say in the first message your candidate sees? This will differ based on your strategy, of course, but it’s important to think about the structure and the content of your communication.
As mentioned in the introduction, we’ve recently launched a new product: Cammio Stories. Using Stories on the Cammio platform allows you to set up a video in which you tell candidates about your company, the team, the vacancy, and anything else you want to elaborate on. Simply invite your colleagues to record or upload their videos to let them add to your story. Once finished, you can easily publish your Story to your career page by using an embed code. When you’re setting up your Story, keep in mind the principles discussed here. Keep your audience in mind; who are you talking to? Make sure your message is to the point and catchy, to generate interest from your candidates and reach a high conversion on your vacancy’s. Lastly, set up a clear structure that candidates can follow easily that matches your strategy.
Do you have any suggestions on how to best tell your recruitment story? Let us know in the comments below!