Study: Storytelling is the key to top talent attraction

80% of talent leaders believe employer branding is a key driver of making quality hires, but only 50% of companies from that same survey believe that they have a proactive brand strategy. We know employer brand matters, but there’s a gap when it comes to execution – a gap that can affect talent attraction. 

In March and April of this year, PathMotion collaborated with Immersion Neuroscience to develop a study looking at how stories drive persuasion and action in talent attraction. The research took place in a controlled lab environment, testing the real-time immersion levels during the recruitment process among 68 undergraduate students. It’s the first-ever study to show that storytelling works for talent attraction.

This research is intended to reinforce the evidence base behind how to effectively make use of storytelling for employer branding and talent attraction; something which is not yet fully established. This will enable professionals in the field to make more informed decisions and secure internal buy-in more easily.

Key findings from the study on the impact of storytelling on immersion in talent attraction:

  1. Employee stories are 20% more immersive than careers sites, bringing more potential employees into the recruitment process.
  2. Employee stories drove constant immersion during the 30-minute session, compared to the careers site where interest dropped by over 30% after an initial peak.
  3. Employee stories are 50% less frustrating than careers sites and significantly below industry benchmarks for frustration.
  4. Real-time engagement with employees is the most immersive approach, with 95% of participants saying the content was highly relevant or relevant, 77% of participants saying their impression of the company improved, and 98% of participants saying they would apply for the job.


Why should I use storytelling in my talent attraction strategy?

We’ve previously established that a content gap exists between what candidates want to know about, and what companies are publishing information about on their careers sites. We now know that there is also a persuasion gap – candidates want to engage with your employees, who are cited as the most credible source of information for the key topics candidates want to know about. In order to convert more of the right talent, it’s important to address both the content and persuasion gaps – which is where storytelling comes in.

Read more about how stories work to improve your employer brand in an authentic way in our ebook.