The Art of Storytelling in Sales and Marketing Hiring

We can all agree that storytelling is a powerful tool for capturing audiences and driving results in Sales and Marketing

But what about when it comes to hiring Sales and Marketing professionals? Can telling your brand’s story attract those Sales and Marketing candidates who will help drive business success?

The Power of Storytelling in Hiring…

Storytelling is an essential skill you should be looking for in the people you want to join your team because they can help:

  • Build a strong employer brand
  • Attract more top talent who resonate with your mission and values
  • Drive engagement and retention
  • Differentiate your brand from the competition


Define your brand’s story

Successful companies excel at one thing: telling powerful, compelling stories. Stories engage us, fostering connections between the audience and the storytellers. This creates opportunities for companies to build strong relationships with their audience. The art of brand storytelling enhances the communication of your brand story, encapsulating your company’s history, mission, purpose, and values.

Use storytelling in your job descriptions

Use storytelling techniques in your job descriptions to bring your brand’s story to life and highlight your company culture, values, and mission. These narratives enable qualified candidates to envision themselves making a meaningful impact within the organization. Be sure to include clarity and specificity, an engaging tone, conciseness, a focus on impact, inclusivity, and diversity.

Look for storytelling skills in candidates

During the interview process, look for candidates who can tell compelling stories about their experiences, skills, and accomplishments. If a candidate rambles, becomes redundant or veers off on tangents, it indicates they either don’t know how to tell a good story or can’t choose the right story to tell. He or she should be able to adapt their story to answer your questions or request for clarification. Look for candidates whose backgrounds indicate learning from their experience. A candidate who can tell you what they learned about themselves in one position and how that insight led to the next position is likely to be a good storyteller.

Use behavioral-based interviews

Behavioral interview questions are designed to predict a candidate’s future performance by examining their past behavior. These questions often focus on interpersonal skills, leadership qualities, or how a person handles pressure. This interview technique will help you best assess a candidate’s ability to tell stories and connect with your brand’s story.

Create a storytelling culture

Create a culture that values storytelling and encourages employees to share their stories. “Storytelling isn’t just for entertainment; it’s a foundational element of your organizational culture. The stories shared in your workplace – from success stories to tales of challenges overcome – significantly shape your team’s perception, morale, and behavior,” says Aleya Harris.

Attracting candidates who can tell your brand’s story is crucial for your organization’s success. It allows you to build a strong employer brand, drive engagement and retention, and differentiate your brand from the competition. Start implementing these strategies to find your organization’s next storytellers.

What does your organization do to attract storytellers?

Hiring/Executive Recruiting