Still believe you don't need to worry about having marketable content in your HR, recruiting and talent management shops? That stale content on your careers site is fine? The lame job descriptions? The PDF of something you did 6 years ago?
Are you sure you don't need dynamic content to make your company look like it has a pulse? If that's you, I present the following excerpt from the Build Network related to the ROI of storytelling:
"Glenn and Walker bought cheap throwaway objects from thrift stores and garage sales, always for pocket change or a couple of dollars at most. Then a writer would create a fictional backstory about the object, in any voice or style. The once unremarkable object (now transformed into a "significant object" by virtue of the fictional backstory and info associated with it), then would be listed for sale on eBay. The winning bidder would receive the object and a printout of the story.
The difference in the original purchase price would be recorded as the value added by attaching a story to the object.
100 cheap items were bought at the thrift stores for a total of $128.74. Then were then offered with a story as described above for sale on eBay, The items sold for a total of $3,612.51. That's an ROI of 2,801% on storytelling.
Examples: A pair of plastic shark and seal pens cost $1.99 to buy. It's resale price, after Susanna Daniel added a story, was $35 (1,659%). A yo-yo with the Amoco logo on it cost 25 cents. It's resale price, after Mark Sarvas added a story, was $41 - an increase of 16,300%."
Imagine what you could do by tellling the story of your company better. Money and ROI is everywhere if you take the time to do it right. Productivity. People wanting to work for you instead of you begging them with higher offers. Maybe even a little retention.
Lots of possibilities for great ROI on story-telling at your company, but only if you take the time to do it right.
What content do you have on your site that tells the story in an approachable, authentic and transparent way?