Why employee storytelling is business critical in 2023
Recorded on
25 January 2023 at 00:00
Kicking off 2023 in style, we welcomed Maasa Walker, Employer Brand Manager at Meta, to the stage. She joined our CEO and Founder, Emily Forbes, to discuss all things employee storytelling.
About this webinar
On the 25th of January, we welcomed Maasa Walker to kick-start 2023 in style. She joined our CEO and Founder, Emily Forbes, to discuss all things employee storytelling.
Over the last decade, Maasa has worked for two of the world’s largest and most notable companies, Microsoft and Meta, across Recruitment, Community Management, and Employer Brand. She is a true storyteller and a LinkedIn influencer passionate about engaging and cultivating employee storytelling to attract top talent.
In this webinar, Maasa discussed the importance of UGC for Employer Brand, empowering recruiters to become marketers and authentic storytelling.
We covered three key themes:
Human-centric storytelling
Massa explained that everyone could be a story hunter, encouraging professionals to be inquisitive and curious, and pointing out that recruiters make great storytellers.
Massa showcased a campaign she ran at Meta for Latin Hispanic Heritage month. The campaign was not just about the company but the people who work there and how they show up to work authentically.
She shared the importance of human-driven rather than brand-driven content to increase the feeling of belonging and humanise the business.
She also screened Employee-Generated Content from Meta and Microsoft to highlight its ability to invoke emotions and be relatable even with small teams and limited budgets.
How to enable the real storytellers
We discussed how recruitment and technology have evolved in the last few years, allowing everyone to become influencers.
She pointed out that, although recruiters can become marketers, the candidate experience needs to be consistent throughout their journey. This is why talent acquisition should work hand in hand with employer brand, internal comms, and leadership, bringing functions together to align on one message.
A great way to do so is for Employer Brand teams to give recruiters tools, like Seenit, and resources to become better marketers.
A key point we discussed was the value UGC brings to employer brand strategy by reducing production costs, allowing for more creativity and highlighting real people’s experiences.
Employer Brand in 2023
Massa reflected on her 2022 wins, concluding that raw, unproduced content will be ever more relevant in the coming years.
She urges storytellers to channel vulnerability and authenticity and stay away from, as she put it, “squeaky clean brands”.
She concluded by saying UGC is the smart thing to focus on in this economic climate, and this is the time to double down on Employer Brand.
Links to videos and resources mentioned
Meet the speakers
Emily Forbes
CEO and Founder
With a background in documentary and production, Emily founded Seenit with a mission to create a more open, human and inclusive world through the power of collaborative storytelling. With the belief that everyone has a story worth telling, and an opinion worth contributing, she has built a platform to enable any organisation to co-create User-Generated Video with their own employees, amplifying the voices of those most knowledgeable and passionate about a subject or situation. Seenit today is working across the UK, Europe and US powering stories for customers such as Amazon, Citi Bank, and Sky.
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