What is visual storytelling?
Storytelling has the power to create deep and lasting connections with your audience and is arguably the most important component in successful employer branding. But what is it about storytelling that makes it so important? Well, it's pretty simple:
Stories have the power to evoke emotions, create empathy, showcase your authenticity and make people truly engage in what you have to say. In a world where attention spans are getting shorter and shorter, visual storytelling especially is the key to capturing and holding your audience's attention.
So, when it comes to your employer branding - storytelling is especially important. Your brand is not just a logo or a set of values; it's a living, breathing entity that your employees and customers interact with every day. To truly connect with your audience, you need to show them the human side of your brand. You need to tell stories that resonate with them on a personal level and make them feel like they are part of something bigger than themselves.
But what does storytelling mean, and look like throughout the generations? We had a little think about what the different generations value most, and how this would look in your creative campaigns. Of course these are generalisations about the generations - but they are great rules of thumb!
For Gen Z - it’s all about authenticity! They want to know the real story behind your organisation, the good, the bad and then everything else too. They value diversity, inclusion, and social responsibility, so it's essential to showcase these values in your creative campaigns! Authenticity means showcasing real employees and their stories, rather than using actors or models, so think about doing something like a ‘behind the scenes’ style film for talent attraction to grab the attention of top talent! Work-life balance and opportunities to grow is also really important to Gen Z - the freedom to unashamedly peruse side hustles and bring their authentic whole selves to work.
For Millennials, purpose is everything. They want to know that their work has meaning and that they're making a difference in the world. Your campaigns should highlight your organisation's purpose and how your employees are contributing to it. This can be done through stories of volunteer work, sustainability initiatives, or any other social or environmental efforts that your organisation is involved in. Ensure your internal comms are up to scratch and everyone has sight of the work you’re doing, and most importantly - why you’re doing it.
For Gen X, work-life balance is crucial! They value flexibility, family time, and personal growth. So, your campaigns should show how your organisation supports these values, whether it's through flexible work arrangements, paid parental leave, or professional development opportunities. Empathy and understanding comes first here, and will be sought after by people searching for this workplace culture. So your creative needs to be inspirational, human, and clear about what it’s actually like to work in your business!
For Baby Boomers, stability and security are of the utmost importance. They want to know that their job is secure and that they'll be able to retire comfortably. Your campaigns should emphasise your organisation's financial stability, growth potential, and commitment to employee benefits. Think about quarterly full business insights with films about all of your projects for your employees to understand and engage with.
By understanding what resonates with different generations, you can create authentic, purpose-driven, and compelling creative campaigns that attract, inspire, engage and retain the very best talent around.
So, by using storytelling to showcase your organisation's values, purpose, and culture, you can create a lasting impression on your audience and build a strong employer brand.
Looking for some friendly advice or have a project in mind?
