Our companies are built by people. People who buy our products. People who share our content. People who partner with us and invest in our work. And people who manage the day-to-day operations of our businesses. And generally, our brands reflect and respect that. Not only do we pour hours into developing beautifully polished logos and crafting messages that will resonate with our customers, but we work tirelessly to deliver an exceptional customer experience.

Employees are an incredibly valuable asset. They enable us to accomplish a lot in a short amount of time. They contribute unique insights and handle mission-critical projects. And they provide a human element to our brands. However, all too often, that’s where their impact stops. Not because that’s where they cap out, but because we as employers fail to tap into their real potential as advocates and ambassadors for our brands.

Stories are powerful. They generate interest. They stir up emotions. And sometimes they spark action. But stories aren’t just meant to be read in books, watched on the silver screen, shared around a campfire, or one-upped by friends at a party. They can also be an impactful tool for our employer brands. That is, if you know how to tell them.

The truth is, job seekers can’t be swayed by a catchy job description or the promise of a paycheck, anymore. They want to do meaningful work in the world. Whether that’s marketing a solution designed to improve workplace productivity or managing donor relationships for a non-profit organization, they want to be part of a company they resonate with. They want to believe in the mission they champion on a daily basis, and they want to be able to confidently and comfortably stand behind the values the brand espouses.

Hiring is getting tougher. But not because there’s a dearth of qualified talent. Candidates are simply getting choosier. They’re spending more time researching their options and carefully weeding out companies that don’t fit their criteria. On top of that, competition for top talent is growing, as startups enter the market, SMBs expand their teams, and large corporations continue to add employees to their payroll.