Storytelling InDemand NYC

June 17, 2014

Steve Watt

Okay, but how?

“The  greatest  story  commandment?  Make  me  care.”  

 -­‐  Andrew  Stanton  

Keep it simple�

Don’t take yourself too seriously �

Share sincerely felt emotions�

Know your audience�

Archetypal Plots

Rise of the underdog

Renewal and rebirth

From rags to riches

The mission, the quest

The long journey home

Freytag’s Pyramid

Gustav  Freytag  1816  -­‐  1895  

 

(Resolu:on)  

Inspire Or I won’t care

Educate Or I won’t know

what to do

Empower Or I won’t act

Why Talent Brand is Vital

Strong consumer brands crush their competitors.

What if you could do that with your talent brand?

Here’s how you build a strong talent brand.

Here are some examples of companies doing it well.

Here’s how you take it to market.

Here’s how to measure your progress.

Passive Talent Recruiting Excellence

The world is very different today vs. 50-100 years ago.

This creates very different talent acquisition challenges.

Here are some different ways today’s talent acquisition

leaders think.

Here are the different tools they use and the results they

achieve.

The way people are found, assessed, and hired is very

different today.

This creates opportunities (and risks).

Here’s how to build a strong professional brand that so you can be found (and look great

once found).

Here’s how to network your way into a warm conversation

almost immediately.

Career Launch Fundamentals

Three Elements of a Great Story

Inspire Or I won’t care

Educate Or I won’t know

what to do

Empower Or I won’t act

What About Talent Brand Stories?

Be part of an elite performance environment.

Every role has an impactful “wow factor”.

Every employee is an ambassador.

Education is personal, relevant, and authentic because it comes directly from our

people across a variety of roles.

Join our LinkedIn group and talk to our people directly.

Feedback on your in-process candidate experience.

Grow Your Own Way

Much more than accounting and tax.

No longer just one career path.

STEM grads, millennials, entrepreneurs…

Flexible Talent Network (FTN)

Investment in your individualized career

Showcasing diverse career paths

Five Storytelling Devices and Best-Practices

1. The Narrative Clarity Test

•  What is chapter one in one sentence? •  Chapter two?

•  Chapter three?

What is the story in one sentence? If you can’t state it succinctly, it’s not clear

•  Mobile is changing every aspect of our lives. At ABC Corp we’re pioneering a new… •  Never before has affordable, sustainable transportation been so vital. We are…

•  Too many families are struggling to save for a comfortable future. We’re committed to…

2. Head-Nodding Jumping Off Points

Can I get agreement on one thing to set up agreement on another?

3.  Address the Elephant in the Room

What are people going to get stuck on if we don’t address it directly?

•  Does your company or your industry appear outdated or uninspiring? •  Is your organization very small or very large? What concerns might that raise?

•  Is your firm family owned? In an out of the way location? Again, what concerns arise?

4. Disruptive Data and Facts

•  Some surprisingly impressive growth or market share stats? •  Some little-known facts about the origins of your organization or your lines of business?

•  Something about how your industry is transforming the world or your community?

What fact or data point will really capture people’s attention and interest?

5. Maximize for the Medium

•  A great SlideShare deck is rarely, if ever, the same deck you presented with •  A video of all talking heads is a missed opportunity to paint a vivid picture

•  Your topics and tone on FB and LinkedIn will differ (but always be true to your values)

How can you repurpose core content while maximizing impact?

Your Challenge

Inspire Or I won’t care

Educate Or I won’t know

what to do

Empower Or I won’t act

Your Organization’s Talent Brand

1.  Narra:ve  Clarity:  Your  talent  brand  in  one  sentence    

2.  One  powerful  head-­‐nodding  jumping  off  point  

3.  One  elephant  in  the  room  you  need  to  address  

4.  One  disrup:ve  data  point  or  fact  

5.  One  medium-­‐specific  thing  you’re  going  to  change