Talking Point: The Disney Institute Blog

Become a Dream Employer for the Next Generation with Storytelling

August 14, 2014 by Bruce Jones, Senior Programming Director, Disney Institute

Recently, we have posted about the importance of developing the next generation of leaders and one of the most critical roles that all leaders play: to find and develop other leaders – in essence, to multiply yourself.

But, of course, if you want to develop your next generation of leaders, you must first attract them to your business. But, how? Lets start with an understanding of what the Millennial generation is looking for in today’s organizations using The Walt Disney Company as an illustration.

Recently, Forbes published a story citing The Walt Disney Company as the “#1 Dream Employer” for Liberal Arts Students. The story is based on research conducted by Universum, which surveyed more than 11,000 current undergrad students. They were asked to identify from a pool of 230 companies, the employer for which they most wanted to work.

The Universum survey cited that the “four most attractive characteristics” of a potential employer for these students was:

  • Respect for employees
  • Creative work environment
  • Job security
  • Ethical standards

Through our organizational training and development work, what we have observed at Disney Institute is that many businesses consider recruiting and hiring to be a transactional process. But, just as we have found when delivering on our Guest experience, a successful recruitment strategy is to turn transactions into interactions.

So how can you make your organization, and more specifically, your recruiting efforts, more interactive and more appealing to the Millennial generation? Tell stories. 

Storytelling is an essential strategy for communication; it is how the human mind assembles information into a framework of understanding and commits experiences to memory. Stories emotionally connect people to places and provide an opportunity for potential candidates to “see” and experience your organizational culture in a way that builds genuine enthusiasm and excitement. 

In order to attract right-fit talent, it is critical that potential candidates can see themselves as part of your organization’s story. They must be able to easily visualize themselves as part of your organizational culture, upholding and delivering upon your values. The Forbes article cited above includes a link to the Disney Careers website where you can see this principle in action.

Of course, one risk with storytelling is that we continue to tell stories about the past, forgetting about the present and the future. So, don’t forget to instill your organization’s vision for the future into your recruitment story, and to mention possible future opportunities for the candidate to consider. With job security and potential for advancement high on their radar, the next generation of leaders is looking for a future that is exciting and full of opportunity. 

What stories are you telling? How are you positioning your organization as a dream employer?

We’d love to hear from you! 
Post your response below, or respond to us on Facebook or Twitter using Hashtag #DThinkBlog.

For nearly three decades, Disney Institute has provided engaging and insightful learning opportunities for business professionals and organizations, teaching them the Disney approach to business….focusing on Service, Leadership, Culture, Brand Loyalty, Creativity and Innovation. To learn more about how you can attend an upcoming course, see our full Course Calendar. Not sure which course is best for you? Try our Course Recommender. 

Disney Institute is ready to help you apply strategic rigor to your customer experience efforts - call us at 321.939.4600 or complete our Contact Form

Posted in Employee Engagement | Tagged Culture, Organizational Culture, Workplace Culture, Company Culture, Recruiting, Recruitment, Next Generation, Millennials, Millennial Generation, Storytelling, Forbes, Bruce Jones

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