I run a storytelling agency, so it’s not surprising that when we’re recruiting for new members to join our team, we’re up front that we want don’t want stiff, formal cover letters or CVs – we want their stories.
But this approach has value whether you want a job in advertising, accounting or aerospace – every employer wants a clear and engaging account of how you’ve triumphed and the valuable lessons you’ve learned from setbacks along the way.
Storytelling is the best tool for the job. The most successful brands have been story evangelists for years; their bottom lines tell them loud and clear that sales and marketing campaigns based on emotional stories will outperform data and facts every time.
When you are applying for a job, you are a brand selling “you.”
I have coached dozens of young women through their job hunts. Many felt awkward at first about rethinking their job applications through a story lens. But as with any sales pitch, your goal is to capture your audience’s attention long enough to make a persuasive case.
“Let me tell you a story” is a potent opener. It reels your audience in immediately and invites them to listen. It’s a huge missed opportunity not to make generous use of this secret weapon in cover letters, CVs and in job interviews.
Humans are hard-wired from childhood to lean in to stories, and the fact that most job applicants cram their cover letters and CVs with dry facts and lists of duties and responsibilities makes a story-rich job application stand out even more.
So what stories should you tell? How you made a difference in your previous roles, and how you feel you can contribute in an exciting way in this role. Anyone can say he or she is a team player, an excellent communicator or an innovative thinker. Stories are your proof.
In your CV, for each role, tell a two- or three-line story using a challenge-action-result format. For example: “Despite an industry-wide recession, I increased sales by 30 per cent in my first 12 months by initiating a money-back, satisfaction-guaranteed policy.
“At first, the customer service team was extremely resistant to the idea, but I slowly built buy-in across the whole team, even from two vocal dissenters who became the policy’s biggest ambassadors by the end of the year. I’m also proud of my role in mentoring two junior salespeople who both surpassed their sales objectives for the year.”
Before your interview, know your five stories that best illustrate your strengths. Customize them to suit the role you’re applying for. Practise them but not so much that you sound robotic when you share them with your potential employer. Look for moments to bring them into the interview conversation in a natural way. Details are great but don’t drone on. Emotions are central to good storytelling, but it’s never appropriate to speak negatively about a past employer – end each story on a positive note.
We read novels and see movies because stories entertain us. But we also seek out stories because we yearn to grow and find meaning in stories by relating to characters who confront and overcome challenges similar to our own. In the hiring process, you are the character and your job is to help your employer relate to you. He or she is looking for someone to join his or her tribe. Don’t show up with a bullet list of dry facts – give the employer memorable stories and you’ll leave them feeling inspired.
