''If you can't explain it simply, you don't understand it well enough.'' Said Albert Einstein. It would also mean it is not good enough. Every movie needs a good title, and every story starts with a line that makes you curious. Just take a look at Steve Jobs and how he can demonstrate his product in one sentence and make you wonder what it is. He was a wizard of simplicity and made an art out of it. He marketed his products in a simple line that everyone else became part of that marketing campaign. I remember when he introduced iPod in 2001 and said ''1000 songs in your pocket .'' With one single sentence, he developed an iconic product in the history of the business.
Every story starts with a good line and if you try giving all your information in one shot, you won't be able to get the message to your audience. Just imagine your employer branding is the Mount Everest but you don't start climbing from the tip. Start with a simple but yet an effective statement and built your employer branding onto that bit by bit. While you are building your employer branding, make it sound like a story so your audience can indulge in exquisite feelings.
Your company, your product, and your people all have one thing in common. They have a story! As an employer brander, it is your task to bring out the best, narrate on those stories and create an epic scene for the audience.
So let's create a simple employer branding motto and tell everyone a story so they want to listen to it over and over again. Deliver a story so simple and intriguing that your candidates want to be the heroes in that story.
Like Judith Leberman's storybook tells, ''Walk, Fly, Burn, Swim''. Don't wait to be ready.
Perhaps at Employer Brand Summit on April 12th, she will give you the secret to a great storytelling which will lead to a great Employer Branding campaign by you... But before you attend this event, come up with a really simple line. I have already found mine!
''Make it simple... Bit by bit…''