Over the last two decades working in human resources and public relations, I’ve attended hundreds of recruiting events, from bustling career fairs to intimate networking sessions. One thing remains constant: the companies that attract the best talent are those that tell their story compellingly. Here’s how to craft and deliver your company’s narrative in a way that resonates with potential candidates.
Highlight Unique Aspects of Your Company
Standing out at recruiting events requires more than just listing job openings and handing out freebies. You need to communicate what makes your organization special. When I worked with a healthcare provider, we transformed our recruiting success by focusing on our “Ideal Team Player” philosophy and commitment to creating a culture where people were held accountable to that standard. Instead of leading with “We’re a healthcare company,” we opened with “We believe the key to our success lies in fostering a culture of teamwork, so we prioritize humility, drive, and emotional intelligence within our organization. If that sounds like you, we’d love to talk”
Consider these effective approaches:
- Frame your company’s mission through its impact. Rather than saying “We develop healthcare software,” try “Our technology helps doctors save 10,000 lives annually.”
- Spotlight unique cultural elements. One of my client companies showcases their “Innovation Fridays,” where employees spend 20% of their time on passion projects.
- Share recent achievements that demonstrate growth. For example: “We’ve expanded from 50 to 200 employees in 18 months while maintaining our startup culture.”
Be Authentic
Nothing turns candidates off faster than a rehearsed, corporate script. I’ve seen the power of authentic storytelling firsthand. At one college speaking event, instead of reciting company statistics, I provided an informational class on “How to Work with Different Personalities in the Workplace” and then shared how we incorporated that training into everything our organization did. At the end, I had 2/3 of the class request discovery phone interviews to learn more about working with our organization.
Here’s how to keep it real:
- Share employee journey stories. Have team members at different career stages present their growth paths.
- Discuss challenges openly. When your company faces a difficult product pivot, share how team collaboration helped you succeed.
- Use specific examples. Instead of saying “We offer growth opportunities,” describe your mentorship program and share success stories.
Show Your Expertise
Recruiting events are perfect opportunities to demonstrate industry leadership. At the last recruitment fair I attended as a full-time recruiter, I didn’t just talk about our services and equipment – I showcased how we were addressing top industry challenges and invited candidates to share their perspectives.
Effective ways to demonstrate expertise:
- Share industry insights from your research or experience. Discuss trends you’ve observed and how your company is responding.
- Present case studies of complex problems your team has solved through innovation.
- Offer mini-workshops or demonstrations that showcase your company’s capabilities, strengths, or thought-leadership, while providing value to attendees.
Make It About the Candidate
The most successful recruiting conversations focus on the candidate’s potential future with your company. My most successful move during my recruiting days was revamping the entire process from company focuses to candidate focused.
Here’s how to put candidates first:
- Create personalized growth roadmaps. Show how different roles can evolve within your organization.
- Highlight learning opportunities. Describe your training programs, conference budgets, and skill development initiatives.
- Share day-in-the-life scenarios. Paint a picture of what working at your company truly looks like, from team collaboration to project ownership.
Bringing It All Together
Remember, effective storytelling at recruiting events isn’t about perfection – it’s about connection. Your goal is to help candidates envision themselves as part of your organization’s story.
A powerful approach I’ve used is the “Past, Present, Future” framework:
- Past: Share your company’s origin story and key milestones
- Present: Discuss current projects and company culture
- Future: Paint an exciting picture of where you’re headed and how new hires can contribute
By weaving these elements together authentically, you’ll create a narrative that attracts candidates who align with your company’s values and vision. The best talent isn’t just looking for a job – they’re looking for a story they can be part of.
Remember to adapt your story based on your audience while keeping your core message consistent. Whether you’re speaking to experienced professionals or recent graduates, your company’s story should inspire them to want to be part of your next chapter.
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