Better Storytelling, Better Brands - Crystal Miller
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How Better Storytelling = Better Employer Brands. #IgniteHR session at SocialHRCamp 2015 in Omaha.
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Better Storytelling, Better Brands - Crystal Miller
- 1. 1 Better Storytelling Better Brands I am Crystal Employer Brand / Digital Strategy Leader | Strategist | Advisor | Speaker | Practitioner and Consultant Founder of Branded Strategies | Mom | Writer I Have Kids Two of them, actually. One is about to graduate from high school and the other just got a car. A convertible, because I’m a total sucker and she’s an overachiever. I Work In 2013, I formed an agency dedicated to helping HR & Recruiting organizations build better Talent Attraction programs. I’ve also got a partner, Carrie but she’s not here. I Have a Book Look how accomplished I am! (No seriously, I do have one coming out next month. Keep an eye out, mmkay?)
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- 4. 4 Candidate & Audience Personas Keeps Messaging Relevant Address their Concerns Build Attractive Relationships Speak the Language
- 5. 5 Assemble: Goals Assemble: Name & Face Identify Existing EEs Assemble: Background Create Messaging Source & Snoop
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- 8. 8 Identifying the Hero(es) Our Job Opportunities We Require We Provide Our Products and Services Our Focus and Clients About Us
- 9. 9 Identifying the Hero She’s Perfectly Imperfect Can Laugh at Herself Engages on CSR Topics Fans are “Friends” Audience at Center Story Swift Acts Believable
- 11. 11 Identifying the Mentor Mentors Fit Into the Hero’s Life Mentors Increase Knowledge Mentors CARE Mentors are Selfless Influence the Hero Mentors Have Benefits, Too
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- 13. 13 Incorporating Story (exhaustative) DOCUMENTATION (explanatory) ORAL DELIVERY (dramatic) CINEMA & LITERATURE REPORT PRESENTATION STORY FACTS DATA PERSUASIVE MOTIVATING EXPERIENTIAL EMOTIONAL
- 14. 14 Story Presentation Form CROSS THE THRESHOLD BEGINNING MIDDLE END What could be What could be What could be What is What is What isWhat is The gap Reward: New Bliss TURNING POINT 1 CALL TO ADVENTURE TURNING POINT 2 CALL TO ACTION
- 15. 15 Communicate “The Big Idea” Articulate Unique POV Convey What’s at Stake Be a Complete Sentence
- 16. 16 Creating Common Ground SHARED EXPERIENCES COMMON GOALS QUALIFICATIONS 01 02 03
- 17. 17 Resonating Rewards Basic Needs Security & Safety Return on Investment Recognition Relationship Destiny
- 18. 18 0 3 SITUATION SICK AND HUNTED ET & Elliott bond THEY ESCAPE E.T. goes home, with Elliott in his heart 0 1 0 2 E.T. Left Behind Wants to go home CHALLENGE RESOLUTION STORY PATTERN Hold audience interest like a movie.
- 19. 19 The Audience Journey YOU ARE PROPOSING CHANGE ACKNOWLEDGE THE STRUGGLE IS REAL PLAY THE MENTOR & PREPARE THEM SHARE THE IMBALANCE (created need) CREATE THE CONTRAST
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