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What is the best way to use your company's history to create a unique employer brand?

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Your company's history is more than just a timeline of events. It's a rich source of stories, values, and insights that can help you attract and retain talent. But how do you use it to create a unique employer brand that stands out from the crowd? In this article, you'll learn how to leverage your company's history to craft a compelling narrative, showcase your culture, and connect with your target audience.

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Lucie Colomb

Marketer & Strategist

1 Identify your core message

The first step to using your company's history to create a unique employer brand is to identify your core message. What is the main idea or theme that you want to convey to potential and current employees? How does your history support that message? For example, if your core message is innovation, you can highlight how your company has evolved, adapted, and solved problems over time. If your core message is social impact, you can showcase how your company has contributed to positive change in your community or industry. Your core message should be clear, concise, and consistent throughout your employer branding strategy.

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2 Choose your stories

The next step is to choose the stories that best illustrate your core message and history. Stories are powerful tools to engage and persuade your audience, as they appeal to emotions, values, and curiosity. You can use stories to showcase your achievements, challenges, milestones, and lessons learned. You can also use stories to highlight your people, culture, and values. For example, you can share stories of how your founders started the company, how your employees collaborate and innovate, or how your customers benefit from your products or services. Choose stories that are relevant, authentic, and memorable.

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Lucie Colomb

Marketer & Strategist
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Choosing the right stories from your company’s history is like selecting the perfect ingredients for a signature dish, they need to resonate and leave a lasting impression. - Consider narratives that encapsulate your triumphs and tribulations, those that highlight the human element of your workforce, and tales that reflect the core values you stand by. - Share anecdotes about the founders' vision, the camaraderie and ingenuity in your teams, or customer success stories that exemplify the impact of your services. - Pick those that align with your brand's soul and can forge an emotional connection with your audience, showing where you've been and who you are.

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3 Craft your narrative

The third step is to craft your narrative, or the way you tell your stories. Your narrative should be coherent, compelling, and consistent with your core message and history. You can use different formats and channels to tell your stories, such as videos, podcasts, blogs, social media, newsletters, or events. You can also use different perspectives and voices, such as your founders, leaders, employees, or customers. However, you should always keep in mind your target audience and their needs, interests, and expectations. Your narrative should resonate with them and inspire them to join or stay with your company.

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4 Showcase your culture

The fourth step is to showcase your culture, or the way you do things at your company. Your culture is a reflection of your history, values, and vision. It's also a key factor that influences your employer brand and employee experience. You can use your history to showcase your culture by highlighting how you celebrate your achievements, how you overcome your challenges, how you learn and grow, and how you support each other. You can also showcase your culture by showing how you work, communicate, collaborate, and have fun. Your culture should be attractive, distinctive, and authentic.

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Lucie Colomb

Marketer & Strategist
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Leveraging your company’s history to showcase culture turns the past into a blueprint for the future. Reflect on how your milestones shaped your ethos. Did an early innovation set the standard for creativity? Has resilience in tough times fostered a spirit of unity? Illustrate these narratives through stories that highlight team successes and learning curves. Show the world the rituals that make your workplace unique, whether it's your hackathons or your yearly retreats. Let potential hires see that joining your team means becoming part of a legacy, where they'll contribute to and enrich a living, evolving culture. Authenticity here is key; it’s about being real, not just ideal.

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5 Connect with your audience

The final step is to connect with your audience, or the people you want to attract and retain as employees. Your history can help you connect with your audience by creating a sense of identity, belonging, and purpose. You can use your history to connect with your audience by inviting them to share their stories, feedback, and ideas. You can also use your history to connect with your audience by providing them with opportunities to learn more about your company, such as webinars, podcasts, or events. You can also use your history to connect with your audience by showing them how they can contribute to your company's future, such as career paths, projects, or initiatives.

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Lucie Colomb

Marketer & Strategist
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Your company's history isn't just a record; it's a narrative that can forge a profound connection with your audience. Use it to weave a tapestry of belonging and purpose. Invite potential employees to insert their chapter into this ongoing saga through interactive platforms like webinars or podcasts. Please encourage them to contribute their voices, shaping your company’s future. Illustrate career trajectories within your firm that aren't just jobs but journeys enriched by the company's legacy. Show them their potential role is a new frontier to explore, underpinned by a storied past that champions growth and innovation.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What is the best way to use your company's history to create a unique employer brand?

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5

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1 Identify your core message

2 Choose your stories

3 Craft your narrative

4 Showcase your culture

5 Connect with your audience

6 Here’s what else to consider

Entrepreneurship

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What is the best way to use your company's history to create a unique employer brand?

1

2

3

4

5

6

1 Identify your core message

2 Choose your stories

3 Craft your narrative

4 Showcase your culture

5 Connect with your audience

6 Here’s what else to consider

Entrepreneurship

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