recruitment: candidate experience and storytelling lessons from hollywood

tw: @bryan_phc

Before today, Im sure you will have already heard a little bit about storytelling and the importance of being able to tell your brand story to attract the right talent into your business if you say it quick enough, it sounds simple..

But how does storytelling really affect your world? How do you crack the code? How does the art and science of storytelling really add value to your business goals.

Hollywood cracked this code many years ago - the challenge is how does it relate to you?

What if we treated candidate experience like Hollywood treated story telling.

In the next 30mins, Id like to explore the real correlation between candidate experience and what Joseph campbell calls The Heros Journey.

tw: @bryan_phc

Joseph campbell was the worlds foremost expert on ancient mythology and the origins of Story. He writes about a definitive number of stories that exist in the world that get told time and time again and more interestingly for us, he broke it down and produced a formula for us to follow. A formula Hollywood have followed for over 100 years.

Until now, I don't believe this has been mapped to candidate experience BUT, Were not the first people to map Joseph Campbells Heros Journey to wider business communications.

The Heros Journey can be articulated quickly as a message from a mentor to a hero.The premise of Obi Wans message to Luke is exactly the same as Nikes message to you.Why is it so effective and uplifting - this message inspires us to be the best version of ourselves and appeals to our higher values.

Were wired to make sense of life with the stories we tell ourselves.Our perception is our reality.

tw: @bryan_phc

A familiar heros journey

Candidate ExperienceMovie StructureApplyScreenAssessment ResultsAct OneAct Two (part one)Act Two (part two)Act ThreeAttractionTrailer

tw: @bryan_phc

CX - Candidate experience mapping. hospitalityHere dave is walking through the candidate experience with virgin media.were mapping every touch point along the way.were mapping the moments between the moments (which Ill pick back up later)How does your candidate feel, what are they thinking at every stageHow easy is it to progress through the journey and whats the memorable moment at each stage too.Finally, we look at the cast - who are the people and whats their contribution towards making the journey a positive experience. Who has done something like this for their business?

Candidate ExperienceApplyScreen

AttractionAssessment ResultsMovie Structure

Act OneAct Two (p1)

TrailerAct Two (p2) Act Three

tw: @bryan_phc

So here it is in a little more structure - this is a typical candidate process you may recognise.Along the bottom, what weve done is made the first correlation to hollywood with a basic 3 act structure.Does that make sense so far? The attraction stage is like your movie trailer, act one they apply etc etc Is everyone with me so far?

Candidate ExperienceApplyScreen

AttractionAssessment ResultsJoseph Campbells A Heros Journey

Meet the MentorTests, Allies & Enemies

Call to AdventureOrdealReturn with Elixir

tw: @bryan_phc

So, sticking with the basic stages of our candidate experience, what Ive done next is map Joseph Campbells Heros journey If youve not realised yet, the hero isnt you, the hero is the candidate.Meet the mentor, you, the brand play the role of the mentor, just like Obi Wan.Screening and assessment is where your hero meets adversity, is challenged and battles their way through until the end where they risk everything and either win, or lose.

Candidate experienceApplyScreenAssessment ResultsAttraction

A HerosJourneyMeet the mentorTests, allies & enemiesOrdeal Return with elixirCall to adventure

tw: @bryan_phc

So this is exactly the same as before, Ive simply ordered it vertically.

Candidate experienceApplyScreenAssessment ResultsAttractionSpecial worldOrdinary world

Ordinary world

Call to adventureRefusal of the callMeeting thementorCrossingthe thresholdTests, Allies,& EnemiesInnermostcaveOrdealRewardRoad BackRessurrectionReturn withElixirThe HerosJourney


tw: @bryan_phc

What we have here is the complete Heros journey model as layer out by Joseph campbell.Youll notice, theres more points along this journey than Ive outlined earlier.

Special worldOrdinary world

Ordinary world




tw: @bryan_phc

The touch points here are the tangible interactions in your process. Many brands will focus on these and these only - theyre absolutely key, but thats a mistake.


Ordinary world

AttractionRefusal of the callApplyCrossingthe thresholdScreenInnermostcaveAssessmentRewardRoad BackRessurrectionResultsThe HerosJourney



tw: @bryan_phc

you have make sure these touch points are a pleasant experience but without focusing on these next elements, the moments between the moments, its near impossible


Ordinary world




tw: @bryan_phc

Theses additional milestones along the heros journey identify crucial points where your candidate / hero is making key decisions on their own - how theyre thinking and feeling, and what they remember at these points are make or break for how the story turns out.These are the moments between the moments that determine the strength of your storyDeciding whether or not to apply.Do they have sufficient willing to continue after theyve applied - how many other jobs will they apply for, how much do they want it at this point.At the innermost cave - big point of self-doubt, loss of confidence and fear can do funny things to a hero

Your worldOrdinary world

Their world




tw: @bryan_phc

In the heros journey, mythology, Joseph campbell is very clear what happens when the hero crosses the threshold they go from their world, into what he calls the special world where all the action and magic occurs. this is of course your world, the brand experience at its full strength.If you dont influence how the hero feels, what they think, control how easy it is to continue on the journey and what they remember, youre risking more than you think.bad reviews, negative word of mouth and even loss of customers never mind candidates.



Whos incontrol?Their worldYour worldYour world Their worldTheir world

Moments between the momentsCrossing thethresholdInnermostcaveReward RessurectionRefusal of the call

tw: @bryan_phc

So there are the key aspects, side by side apologies for the amount information on this slide but its vital we all understand whats happening at each point of the candidate experience - your heros journey.

tw: @bryan_phc

remember when lots of new cars came out in the 90s and naughties and it seemed they where all volkswagen golfs under the bonnet skoda, beetles, minis all of these movies have the same story under the hood because these mechanics work time and time again and have done for 4000 years.

Your Candidate Journey Illustrated byThe Wizard of Oz

tw: @bryan_phcCareer progressionCall to adventure

The Yellow Brick Road is Career Progression the first steps are the candidates experienceTo even start this journey down the roadRobert McKee says, The Hero must always have a Point of View. To be clear, the hero isnt you, its the candidate.This means we must understand the voice of the candidate.align their objectives with yours. understand their point of view.Your candidate attraction is their first step on your yellow brick road.Why would they start down your road? Lets ask the heroHow much do you know really know about your hero?

The reluctant heroRefusal of the call

tw: @bryan_phc

The reluctant hero: How will you turn them from passive to active She will spend up to 2 hours researching your brand before engagingcall to adventure needs to be compelling - there other roads they can start down.Hollywood uses credentials of cast, crew, ratings reviews and past success + works like hell to get interviews and promotional stories and hype about the main event (the job).Generate and attract communities and reach..

Michael Hauge: Inward & Outward Motivation of a HERO.

Aligning what you want to achieve, with what the hero wants and create context. prove/explain context, make them believe their role has impact on the company and their personal goals.Is she a passive or non-active to active candidate? A change in circumstance forced DorothyHow are you convincing her?If all heros start out as reluctant, you need to convince herShe will spend up to 2 hours researching your brand before engaging with a job application. What are you doing to ensure she finds positive messages to encourage her to meet the mentor and engage with your brand for the first time.

The selfless mentorCrossing the threshold

tw: @bryan_phc

Your Brand: The good witch is the mentor throughout. your job is tomake them believe in you and believe in themselvesTell stories of past and present heros for them to resonate with.The Trusted guide when crossing the thresholdBrand promise. Not just the words but the evidence, the great advice thats helpful and selfless.Genuine, Authentic, believe and supportive at all stages The mentor figure is always there, including the darkest hours they cant fix everything but they can advise and be of comfort.How do you prep your hero to be their best version of themself. give them confidence and self belief consistently throughout.Remind them of the magic with the token (ruby red shoes) or the job theyre applying for.

The threshold guardianInnermost cave

tw: @bryan_phc

From a candidate perspective, we are not in Kansas anymore!Threshold Guardian (flying monkeys): Interview Challenges. daft things that make all the difference. simple detractors from the experience.How do you processes make the hero feel?Processes: Are you getting the feedback you need? Are they waiting for weeks to come in to be seen.

Practicalities that could potentially damage the optimum experience that the good witch works so hard to create.Asking the same questions multiple times.They struggle to park, or cant find the assessment centre. Coming suited and booted on dress down day feeling like a muppet, weve all been there.

!!!! we had candidates coming to our office by car and their sat nav takes them down the mersey tunnel and made them late - so late theyve decided, sod it Im not going

The enemyOrdeal

tw: @bryan_phc

The enemy: BIG Fear of the unknown, being under prepared.When they walk into the assessment centre.. what will they be faced with?More than anything, they dont want to feel out of place, embarrassed or humiliated by making big mistakesWhen they entcounter the enemy, theyre in your world, not theres. Most vulnerable (innermost Cave). Fear of the unknown, facing challenges theyre not confident of overcoming.Put on the spot, asked a question and they freeze.When they face their wicked witch, how prepared are the helping them feel? How in control do they think they are?Counsel and coaching for controlling anxiety - the people they speak to, the communications and how are you listening out for the witch?

If theres one big reason Dorothy says, fuck that, Im not going back to Oz, its the witch. I used to be terrified of that witch..

The magic tokenReward

tw: @bryan_phc

The ruby red shoes is The job itself.We can all recall the feeling of, God, I want that job. Hero needs to feel like it will add value, its special and it represents where theyre headed in the future Its got to be worth facing the witch, right?It also needs to represent a bit of magic. how is it presented, positioned and framed. Life line - it represents hope and path towards their inward motivationhelps you create real desire and appreciation. The mentor needs to remind the hero of the magic or the magic wont work when they need it to.

Your Candidate JourneyVs The Wizard of OzEmployees, commentatorsScarcrow, tin man, LionShapeshifter

The shape shifters Reward

tw: @bryan_phc

Shapeshifters.. people who can detract or attract towards the experience These were designed to personify the hearts, minds and confidence of the hero what thoughts and feelings do you need to personify and influence most? Courage and encouragement needed to complete the journey.Hiring managers having a bad day. make or break the experience. Good hiring managers one day, poor people the next - its inconsistent and its ruining your story.Some of you still rely on recruiters - theyre part of your cast whether you like it or not what stories are you giving them to use along the path.Employees - how can they add value to your hero. how can they add insight to you. rising stars, stories of past success feel felt found.Commentators: exposure to videos and other materials during the process.glass door, reviews etc, how can you control your shape shifters..

The oracleResurrection

tw: @bryan_phc

The all-mighty, the all-knowing the big load of hot air.Whats behind your curtain? whats it really like? meet expectations or it all falls downIs there an opportunity to relate with the hero instead of dissappintinment.Overcome/pre-handle objections.. disappointment - bad reviews hurt the franchiseAre you telling the truth? Avoid temptation to paint the picture of all seeing all knowing.

The purpose ofevery movie sceneRobert McKee saysDeleted scenes from The Wizard of Oz

tw: @bryan_phc

The purpose of every movie scene is to propel the story forward.Famous deleted scenes: head turned into a human bee hiveIF its not easy for the candidate, you need to revise the process and delete the scene.Set expectations of what happens next, make every touch point meaningfulframe the experience from the heros point of view admin/forms, exercises they dont understand the value form.at assessment, most of them will fail, how can you prepare them for failure and still help them see value in the process / experience.

Adversity & FrictionBlake Synder says

tw: @bryan_phc

Blake Synder says If theres no problems to solve, theres no story.transparency can be your secret weapon

Adversity & FrictionBlake Synder says

tw: @bryan_phc

Blake Synder says If theres no problems to solve, theres no story.transparency can be your secret weapon

Presentation CreditsMap out your heros journey - turn fiction into fact.Remove any scene that doesnt propel the hero forward.Test how to influence the reluctant hero (compelling call to adventure -why?)Understand how and what your hero really feels, thinks and recalls.Pay extra consideration to how they feel in your world. Discover and design their moments between your moments.Design a world class cast that will play their roles well.Use the credentials of your reputation, cast & past stories to win.Equip the hero with a magical token (job) worthy of beating the enemy (fear).Be transparent about the adversity and use it as a call to adventure.Be honest about whats behind the curtain

tw: @bryan_phc

Be BraveLive your story.

tw: @bryan_phc

recruitment: candidate experience and storytelling lessons from hollywood

Recruiting & HR