Recruitment is personal. Behind every placement is a human decision, a career move, a business challenge solved. So why do so many recruitment brands still rely on cold, generic messaging that could belong to anyone?
The agencies winning attention, trust and long-term clients have something in common: they tell better stories.
It's not about what you do. It's about why it matters.
Saying you "place top talent in fast-growing tech firms" might be true, but it's forgettable. Stories, on the other hand, stick. They turn what you do into something people care about.
They build emotional connection, showcase your values, and give people a reason to remember you. Think Apple, Innocent Smoothies, Tony’s Chocolonely, Ben and Jerry’s.
Your clients and candidates aren’t just looking for services. They’re looking for a partner who gets it - someone who sees the bigger picture. When you communicate your brand through storytelling, you position yourself as that partner.
Everyone bangs on about the "hero’s journey" in storytelling. But here's where most recruitment brands get it wrong…
They cast themselves as the hero.
They talk about how they saved the client. How they delivered the impossible brief. How they placed the unicorn candidate in five days flat.
That’s not the story your audience wants to hear.
Here’s the truth:
Your client is the hero. You’re the guide.
In the hero’s journey framework, the hero faces a challenge, meets a trusted guide, overcomes obstacles, and emerges transformed.
That’s the structure of every powerful case study, pitch, or campaign:
- The hero (your client) had a challenge
- You (the guide) brought expertise, insight and support
- The result? The hero succeeded
When you flip the narrative like this, everything changes. Your content stops being self-promotional and starts being client-centric.
It becomes about their growth, their success, their transformation - with your brand as the catalyst.
It’s not about being the star of the show. It’s about making your client the star - and letting your story elevate theirs. That’s how brand storytelling builds trust. And trust wins business.
