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How do you leverage your engagement story to attract and retain talent?

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Employee engagement is not only a key driver of performance, productivity, and retention, but also a powerful tool to attract and recruit talent. By telling your engagement story, you can showcase your culture, values, and purpose, and appeal to candidates who share your vision and passion. But how do you leverage your engagement story to attract and retain talent? Here are some tips to help you craft and communicate your story effectively.

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1 Define your engagement story

Your engagement story is the narrative that explains why your employees are engaged, what makes your organization unique, and how you support and empower your people. It should reflect your mission, vision, and values, as well as your goals, challenges, and achievements. To define your engagement story, you need to collect feedback, data, and stories from your employees, and identify the themes, emotions, and messages that resonate with them. You also need to align your story with your employer brand, your value proposition, and your target audience.

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David Clark, MSc, CPMI

HR Project Manager & Employee Retention SME
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An effective EVP will always include some aspect of engagement - to differentiate the company from its competitors. So featuring some type of engagement stories/testimonials can help ‘humanize’ the EVP & attract potential applicants.

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2 Choose your channels and formats

Once you have defined your engagement story, you need to decide how to share it with the world. You can use different channels and formats to reach different audiences and goals. For example, you can use your website, social media, blogs, podcasts, videos, webinars, newsletters, or events to showcase your engagement story. You can also create different types of content, such as testimonials, case studies, infographics, stories, or reports, to illustrate your story with facts, figures, and examples.

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3 Be authentic and consistent

Your engagement story should be authentic and consistent across all your channels and formats. You should avoid exaggerating, embellishing, or contradicting your story, as this can damage your credibility and trust. You should also be transparent, honest, and humble about your strengths and weaknesses, and show how you are learning and improving. Your engagement story should reflect your reality, not your fantasy.

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4 Engage your employees and candidates

Your engagement story should not be a one-way communication, but a two-way conversation. You should engage your employees and candidates in your story, and invite them to participate, contribute, and respond. You can do this by asking questions, soliciting feedback, encouraging comments, sharing stories, or creating challenges. You can also use your employees as ambassadors, advocates, and storytellers, and empower them to share their experiences and perspectives with potential candidates.

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5 Update and adapt your story

Your engagement story is not a static document, but a dynamic process. You should update and adapt your story regularly, as your organization evolves, grows, and changes. You should also monitor and measure the impact of your story on your attraction and retention metrics, such as traffic, views, likes, shares, comments, applications, hires, referrals, turnover, or satisfaction. You should use the insights and data to refine and improve your story, and keep it relevant and compelling.

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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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Rachita Srivastava, SHRM-SCP
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Engagement really starts, the moment you pick up the phone to talk to a candidate, or respond to an email with them. How you are talking to them, how are you explaining the role to them, how are you sharing the business vision with them, how are you helping them understand as to how their role contributes to overall business strategy, is what engages them, not really a plain conversation, where we are mechanical & only reading what is written in the JD for the role. Good candidates will engage, while the others will walk away on their own. For retaining these good ones, you have to engage with them consistently by providing good candidate experience & being transparent about progress & update during the entire hiring process !

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Tracy Smejkal, SHRM-CP, PHR

Senior Human Resources Generalist/Manager | Workforce Development Management Specialist
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It isn’t just in the hiring process. Engagement only starts there. Engagement stems on how their talents contribute to an organization. How well they are respected. How they recognize the value they bring to the organization and how they are appreciated. That goes far beyond money. Money is necessary but what keeps an employee engaged is how they are treated and respected once they are hired and begin working. How they are treated will determine their retention.

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How do you leverage your engagement story to attract and retain talent?

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1 Define your engagement story

2 Choose your channels and formats

3 Be authentic and consistent

4 Engage your employees and candidates

5 Update and adapt your story

6 Here’s what else to consider

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