Telling your story

Every organization has its story, milestones, anecdotes, ups and downs, as well as its values and culture. These elements are part and parcel of the institutional brand, and also serve to develop the employer brand.

“Do you know how to tell your story?” was the question asked by speakers Louise Pauzé and Pierre Léonard at the latest congress of the Ordre des Conseillers en Ressources Humaines Agréés (CRHA). For the president of Trait d’Union Branding Employeur and the president of Co, création et gestion de marque, “The employer brand is developed like the institutional brand, by targeting current and potential employees.”

To bear fruit and attract new talents, this brand must be relevant for employees, as well as realistic and appealing. The starting point is the organization’s story. This story must confirm the company’s values and its “fundamental promise”, or how it stands out from the others, while anchoring its personality. Note that the story needs to be good to attract employees.

The ingredients of a good story

A good story will carry an idea, values, or a vision, like that of Harley Davidson. Associated with the movie Easy Rider, freedom and adventure, the brand highlights these ingredients on the career pages of its site. A picture of the corporate headquarters, in front of which three Harleys are parked, has the legend, “This is where we live between rides.” A good story can also be based on anecdotes or the ups and downs of the organization, such as the rebound of Cossette employees after the fire in the firm’s Quebec City offices in 1980. The founder of a company can also be the subject of a good story. Examples include Richard Branson, Nike and Lacoste. It’s up to each organization to forge its own legend.

This story can change over the years, and take up new symbols, but should always be based on milestones and steeped in reality. Because, explained the two speakers, “It is employees who carry the brand.” At the heart of the organization is the story that they communicate, which is also the strength of the employer brand.

Knowing how to tell it

Having a good story to tell is not enough—you have to have a knack for telling it. Graphics and visuals are admittedly part of the essential ingredients, but there are then many ways of showcasing the particulars of one’s organization. Some businesses have already done it brilliantly. Lots of pictures, and work environment, benefits, and career advancement headings. . . the career pages of the Cirque du Soleil site are a good example of a skilfully communicated employer brand.