It takes an average of 27 days to hire a new employee, according to a recent survey, but the best candidates are off the market within 10 days. In today’s tight job market, it’s a challenge for many executives to convince top talent to join their company. A second challenge is training newcomers to understand the company’s core values.
To become better at hiring and training, Henry DeVries, CEO of Indie Books International, suggests taking the approach of a storyteller. Give candidates lots of facts and figures about your company and then tell them the right story.
Core Values Are Key. Top candidates don’t want to work just anywhere. They want an organization where they align with the core values. Every business has core values, although some have not formally stated what they are. Basically, core values are the guiding principles that drive an organization’s conduct both internally with employees and externally with customers. Some examples of core values include statements such as:
- We go the extra mile for customers
- We do whatever it takes to get the job done
Core values are a decision that company leaders make. But just naming a core value is not enough.
The Core Value Storytelling Formula. For every core value, the company should capture a true story that represents that core value in action. Here is a quick overview of the core value storytelling formula:
1. Start with a main character. Every story starts with a character who wants something: your client. Make your main character likable so the listeners will root for them.
2. Have a nemesis character. Stories need conflict to be interesting. What person, institution, or condition stands in the protagonist’s way?
3. Bring in a mentor character. Heroes need help on their journey. This is where you come in. Be the voice of wisdom and experience. Heroes cannot succeed alone; they succeed because of the help you provide.
4. Know what story you are telling. Human brains are programmed to relate to one of eight great meta-stories. These are: monster, underdog, comedy, tragedy, mystery, quest, rebirth and escape. If the story is about overcoming a huge problem, that is a monster problem story. If the company was like a David that overcame an industry Goliath, that is an underdog story.
5. Have the hero succeed. Typically, the main character needs to succeed, with one exception: tragedy. The tragic story is told as a cautionary tale. Great for teaching lessons, but not great for attracting clients. Have the hero go from mess to success (it was a struggle, and they couldn’t have done it without you).
6. Give the listeners the moral of the story, which is the core value. Don’t count on the listeners to get the message. The storyteller’s final job is to tell them what the story means.
Put Stories Into Action. After you’ve identified the core value and have examples to share with candidates, persuade future hires—and educate current employees and customers—with these opportunities:
During a job interview. Don’t start the interview by telling stories. However, once the candidate has shared information about themselves, then the interviewer can share stories about the core values of the organization.
At weekly staff meetings. During staff meetings, tell a story to illustrate one of your core values.
At company-wide meetings. Is it time to assemble all the troops? Maybe for a change in direction or for recognition? This is a perfect time for core-value selling.
On the company website. Detail for clients and potential clients the power of story by promoting core-value stories on your website.
In company collateral material. Since stories connect on an emotional level, doesn’t it make sense to put them in writing?
Storytelling helps persuade others on an emotional level. Utilize storytelling as a key strategy for showcasing your core values.