From InDemand 2014, LinkedIn's Steve Watt, walks through the variety storytelling methods to help you find which approach is best for your talent brand. Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT Tweet with us: http://bit.ly/HireOnLinkedIn

1. Storytelling
InDemand NYC
June 17, 2014
Steve Watt

2. Okay, but how?
“The
greatest
story
commandment?
Make
me
care.”
-­‐
Andrew
Stanton

3. Keep it simple
Don’t take yourself
too seriously
Share sincerely
felt emotions
Know your
audience

4. Archetypal Plots
Rise of the underdog
Renewal and rebirth
From rags to riches
The mission, the quest
The long journey home

5. Freytag’s Pyramid
Gustav
Freytag
1816
-­‐
1895
(Resolu:on)

9. 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

10. 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

11. Five Storytelling Devices
and Best-Practices

12. 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

13. • 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?

14. 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?

15. 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?

16. 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?

17. 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