{"id":9382,"date":"2023-09-12T15:36:27","date_gmt":"2023-09-12T21:36:27","guid":{"rendered":"https:\/\/board.org\/?p=9382"},"modified":"2026-01-29T23:53:46","modified_gmt":"2026-01-30T05:53:46","slug":"employee-storytelling-a-blueprint-for-building-authentic-employer-brands","status":"publish","type":"post","link":"https:\/\/board.org\/talent\/resources\/employee-storytelling-a-blueprint-for-building-authentic-employer-brands\/","title":{"rendered":"Employee Storytelling: A Blueprint for Building Authentic Employer Brands"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text text_direction=&#8221;default&#8221;]<strong>Key takeaways:<\/strong><\/p>\n<ul>\n<li><strong>Authentic stories strengthen brands<\/strong>: Authentic employee storytelling enhances employer branding, making it relatable and attractive to potential candidates.<\/li>\n<li><strong>Embrace employee-centric narratives<\/strong>: Prioritize authentic stories about associates\u2019 experiences, align them with your EVP, and encourage natural storytelling rather than forced messaging.<\/li>\n<li><strong>Highlight returning employees\u2019 stories<\/strong>: Showcase the value of your EVP through the experiences of returning employees. Share these narratives consistently across all platforms to maintain engagement and authenticity.<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<p>Crafting a compelling employer brand is crucial for attracting and retaining top talent. One powerful initiative that talent marketing leaders continually embrace is employee storytelling.<\/p>\n<p>By sharing authentic narratives of their workforce, companies can create an authentic message that resonates with prospective candidates and strengthens their employer brand.<\/p>\n<p>In a recent\u00a0<a title=\"\" href=\"https:\/\/go.board.org\/roi-of-talent-marketing\" target=\"_blank\" rel=\"noopener\">Talent Marketing Board panel discussion<\/a>\u00a0on showcasing the true ROI of talent marketing, senior leaders shared insights on the role of storytelling in shaping their employer brand.<\/p>\n<p>We take a look at how senior recruitment marketing and employer brand leaders are developing authentic employer brands to prove the ROI of their initiatives.<\/p>\n<h2 class=\"wp-block-heading\">Prioritize Authenticity to Build Your Employee Value Proposition<\/h2>\n<p><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/johanna-jojo-longnecker-682a7\/\" target=\"_blank\" rel=\"noopener\">Jojo Longnecker<\/a>, Head of Employer Brand and Talent Marketing at Fidelity Investments, emphasized the importance of building an employer brand and value proposition. She highlighted the significance of storytelling and using these elements effectively.<\/p>\n<p>Jojo mentioned that they made an effort to\u00a0<a title=\"\" href=\"https:\/\/jobs.fidelity.com\/post\/2021\/12\/01\/find-your-fidelity-lekeshas-story-1\/\" target=\"_blank\" rel=\"noopener\">incorporate associates into their social media posts<\/a>\u00a0and videos to discuss topics like career mobility and benefits, aligning with their employee value proposition (EVP).<\/p>\n<p>\u201cWe\u2019re trying to get those things woven in so that you\u2019re hearing it in a more natural way,\u201d Jojo said. \u201cSo the individual is saying why they love this company, and they\u2019re talking about the examples or about their story. You hear it through there instead of having somebody hammer you over the head of why you want to work here.\u201d<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center is-image-fill has-white-background-color has-background\">\n<figure class=\"wp-block-media-text__media\"><\/figure>\n<div class=\"wp-block-media-text__content\">\n<blockquote><p><em>The individual is saying why they love this company, and they\u2019re talking about the examples or about their story. You hear it through there instead of having somebody hammer you over the head of why you want to work here.<\/em><\/p>\n<p><strong><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/johanna-jojo-longnecker-682a7\/\" target=\"_blank\" rel=\"noopener\">Jojo Longnecker<\/a>, Head of Employer Brand and Talent Marketing at Fidelity Investments<\/strong><\/p><\/blockquote>\n<\/div>\n<\/div>\n<p>Jojo\u2019s team also reviewed their content to ensure key points were covered and encouraged associates to touch on these aspects more authentically.<\/p>\n<p>The overall goal was to ensure that the EVP accurately reflected what people naturally discussed, striking a balance between interesting stories and avoiding repetition.<\/p>\n<h2 class=\"wp-block-heading\">Empower Employees to Share Their Stories to Build a \u2018People First\u2019 Brand<\/h2>\n<p><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/deniellewaite\/\" target=\"_blank\" rel=\"noopener\">Denielle Waite<\/a>, Senior Manager of Communications and Employer Brand at Harbor Freight Tools, shared their organization\u2019s focus on the \u201cshow don\u2019t tell\u201d narrative, which aligns with the importance of storytelling.<\/p>\n<p>Denielle mentioned that their key messages focuses on the people who elevate their brand\u2019s pillars and highlighted the success of integrating these messages into internal communications.<\/p>\n<p>\u201cWe\u2019re seeing a lot of content posted without us asking from associates saying, \u2018We\u2019re a people-first organization, and Harbor Freight did this for me,&#8217;\u201d Denielle added.<\/p>\n<p>She also mentioned that her team actively seeks interesting stories from associates on platforms like LinkedIn, engaging in follow-ups and using these narratives for both internal and external communication.<\/p>\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-center is-image-fill has-white-background-color has-background\">\n<div class=\"wp-block-media-text__content\">\n<blockquote><p><em>We\u2019re seeing a lot of content posted without us asking from associates saying, \u2018We\u2019re a people-first organization, and Harbor Freight did this for me.&#8217;<\/em><\/p>\n<p><strong><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/deniellewaite\/\" target=\"_blank\" rel=\"noopener\">Denielle Waite<\/a>, Senior Manager of Communications and Employer Brand at Harbor Freight Tools<\/strong><\/p><\/blockquote>\n<\/div>\n<figure class=\"wp-block-media-text__media\"><\/figure>\n<\/div>\n<p>Prioritizing the employees and their experiences was a critical step in enhancing Harbor Freight Tools\u2019 content, and Denielle noted they\u2019ve seen an increase in organic sharing because of their efforts.<\/p>\n<h2 class=\"wp-block-heading\">Leverage Returning Employees\u2019 Stories for Genuine Engagement<\/h2>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/scrumley\/\">Steve Crumley<\/a>, Principal Recruitment Marketing Specialist and Talent Acquisition Systems Analyst at Leidos, discussed their approach to showcasing employee stories on their external website.<\/p>\n<p>He noted that they specifically focus on\u00a0<a title=\"\" href=\"https:\/\/www.leidos.com\/insights\/wenonah-ingram-why-she-returned-leidos-after-her-career-attorney\" target=\"_blank\" rel=\"noopener\">stories of employees who have left the company and returned<\/a>\u00a0in their alumni program, conducting interviews and posting blogs and videos to provide insights into their experiences.<\/p>\n<p>\u201cOne of the things that we do is we send out a monthly newsletter, and in that newsletter, we will always highlight some kind of company news,\u201d Steve said. \u201cWhenever there\u2019s a compelling story, we\u2019ll have an employee who has returned to the company, and share where they went and what made them come back.\u201d<\/p>\n<p>He mentioned that this approach has generated significant engagement, especially from former employees, and the content is regularly featured on their LinkedIn company pages, ensuring a consistent presence and fresh storytelling.<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center is-image-fill has-white-background-color has-background\">\n<figure class=\"wp-block-media-text__media\"><\/figure>\n<div class=\"wp-block-media-text__content\">\n<blockquote><p><em>Whenever there\u2019s a compelling story, we\u2019ll have an employee who has returned to the company, and share where they went and what made them come back.<\/em><\/p>\n<p><strong><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/scrumley\/\" target=\"_blank\" rel=\"noopener\">Steve Crumley<\/a>, Principal Recruitment Marketing Specialist and Talent Acquisition Systems Analyst at Leidos<\/strong><\/p><\/blockquote>\n<\/div>\n<\/div>\n<p>Using the stories of employees who return, often referred to as \u201cboomerangs,\u201d is essential in highlighting the benefits of your EVP and maintaining both employee and audience engagement.<\/p>\n<h2 class=\"wp-block-heading\">Gain Actionable Insights from Your Peers on How to Enhance Your Employer Brand<\/h2>\n<p>Employee storytelling is a dynamic tool that strengthens your employer brand and fosters a deeper connection with potential candidates.<\/p>\n<p>By prioritizing authenticity, employee-centric narratives, and the experiences of returning employees, you can elevate your organization\u2019s EVP and maintain engagement with your audience.<\/p>\n<p>If you lead recruitment marketing and employer branding at a large company, you can apply to the Talent Marketing Board to gain more insights on strengthening your employee storytelling initiatives.<\/p>\n<p>Members in our confidential, vendor-free community meet weekly to benchmark their strategies and explore best practices to stay at the forefront of industry trends.[\/vc_column_text][\/vc_column][\/vc_row][vc_row 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We\u2019re here to help you win.&#8221; font_container=&#8221;tag:h3|font_size:30px|text_align:center|color:%23000000|line_height:1.5&#8243; use_theme_fonts=&#8221;yes&#8221;][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;15px&#8221;][nectar_btn size=&#8221;medium&#8221; button_style=&#8221;regular&#8221; button_color_2=&#8221;Accent-Color&#8221; color_override=&#8221;#000000&#8243; solid_text_color_override=&#8221;#ffffff&#8221; icon_family=&#8221;fontawesome&#8221; text=&#8221;Apply to Join&#8221; icon_fontawesome=&#8221;fa fa-chevron-right&#8221; url=&#8221;\/join\/&#8221;][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>How senior recruitment marketing and employer brand leaders are using employee storytelling to develop authentic employer brands.<\/p>\n","protected":false},"author":7,"featured_media":9383,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[105],"tags":[],"class_list":{"0":"post-9382","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-talent","8":"content-type-blog"},"acf":{"boardmc_hide_post_header":null,"boardmc_hide_site_header":null},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts\/9382","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/comments?post=9382"}],"version-history":[{"count":0,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts\/9382\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/media\/9383"}],"wp:attachment":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/media?parent=9382"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/categories?post=9382"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/tags?post=9382"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}