A stiff, uncreative job advertisement appeals to very few people. If you’re looking for suitable new employees, you should present the company and the role to be filled in an emotional and vivid way. But how does storytelling work in job offers? And why is it so important to make the first contact between company and applicant as personal as possible?
Anyone who tells an engaging story sparks interest and emotions in the listener. Storytelling is a narrative technique that conveys information in an exciting way, attracting a particularly high level of attention. This method is primarily used in journalism and marketing.
But storytelling job ads also make job advertisements more attractive to potential candidates. Often, job descriptions are written by people who are not directly involved in the advertised role. The result: a text full of clichés, lacking personality and made up of interchangeable standard phrases. This lowers your chances of attracting the right professionals – and may significantly extend the recruiting process.
Storytelling job ads: for successful recruiting
How can it be done better? With storytelling. Tell a story – after all, you don’t want to get lost in the crowd of job descriptions. With an emotional story, you draw attention to yourself. Use a relaxed, vivid text to express your company values and culture. The key is to be as precise and transparent as possible. Describe authentically what matters to you, what applicants can expect, and what your company offers.
Storytelling job ads should be creative, yet equally precise. It’s not about telling something that isn’t true. Metaphorical language creates images in the readers’ minds. Describe vividly what a typical day in the office or home office looks like, what the workspace is like, or what measures are in place to promote teamwork. This gives applicants an authentic insight from the very first contact. At the same time, it is important for applicants to understand the company’s philosophy and what truly defines it. Facts and figures are often presented in a dry and unimaginative way in job ads – yet they are ideal content for storytelling as well. Avoid meaningless bullet points and keep the reader’s interest alive with engaging stories.
HR success through storytelling
The more precise and vivid your wording, the higher the likelihood of attracting the right talent with your job ad. Address clearly what the purpose of the role is, and what makes it desirable to perform this job. What goals will the applicant be working towards? What does the team look like – how big is it, how is it structured?
Today, for many job seekers, the “why” comes first. With storytelling job ads, you use engaging content and emotional narratives to clearly convey the purpose behind the role. Of course, the job advertisement is only one small piece in the overall puzzle of successful recruiting. That’s why it makes sense to fill the entire careers page with storytelling elements. Success stories from employees further shape effective employer branding.
Job ads: the essential information that must not be missing
To successfully attract suitable talent, a few essential “hard facts” must not be missing. These include details on working hours and working models. Stay objective and, where possible, state the realistic weekly working hours or relevant information about work models. Applicants also expect information on:
- the contact person
- the application deadline, and
- the contact details
To ensure the right tone of voice, it is important to know your target audience well. The candidate persona helps the recruiting team to visualise and better understand the respective target group. Once the target persona is clearly defined, storytelling job ads can be used more easily and in a tailored way.
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