PLAYBOOK: SHAPE UP your stories IN SIXTY SECONDS
EMPLOYEE TESTIMONIAL
An employee testimonial is a powerful narrative tool that showcases the experiences of your current or former employees. It serves as a credible endorsement of your company’s culture, values, and work environment, helping to attract new talent and strengthen your employer brand.
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THE GOAL
Build credibility, boost your employer brand, and attract top talent with authentic employee testimonials that highlight your team’s positive experiences. A well-crafted testimonial offers potential hires an insider’s view of what it’s like to work at your company.
THE STRATEGY
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DO
Focus on authenticity—Ensure the testimonial is genuine and reflects the true experience of the employee. Authentic stories build trust with potential candidates and resonate more deeply.
Highlight key benefits—The testimonial should emphasize what the employee values most about working at your company—whether it’s growth opportunities, work-life balance, or the supportive culture. Focus on aspects that set your company apart as an employer.
Showcase diversity—Feature testimonials from employees of different backgrounds, departments, and roles to appeal to a broader range of potential hires. A diverse array of voices provides a fuller picture of your workplace.
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DON't
Don't control the narrative—Let employees share their stories in their own words. Speaker notes or scripts can make the testimonial sound inauthentic and may alienate your employees. Authenticity is key to making the testimonial resonate.
Don't overedit the testimonial—Keep the employee’s voice intact. Overediting can strip away the personality and authenticity that make the testimonial powerful. Either use the story as it is or choose not to use it, but don’t alter it to fit a narrative.
THE Creative Essentials
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DO
Include specific examples—Detailed and specific testimonials are more convincing. Real stories of projects, growth, or challenges overcome resonate better than generic praise and make the testimonial more relatable.
Use multimedia—Accompany the testimonial with a photo or video of the employee to add a personal touch. Multimedia elements enhance engagement and provide a more vivid depiction of the employee’s experience.
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DON'T
Don't shy away from imperfection—A balanced testimonial adds credibility and shows that your company is honest and committed to continuous improvement. Don't be afraid to pick people who helped build your small company but had difficulties keeping up with its fast growth. Explain how they and the company overcame the rough ride.
Don't forget the CTA—Encourage readers to explore more about the company or apply for open positions after reading the testimonial. A clear CTA helps turn interest into action, guiding potential candidates to the next step.
Build credibility, boost your employer brand, and attract top talent with authentic employee testimonials that highlight your team’s real-life experiences.