The Power of Human Interest Pieces
In this blog, we explore how human interest pieces add depth, relatability, and authenticity to your brand’s narrative. From showcasing employee achievements to building emotional connections with clients and attracting top talent, human interest pieces play a pivotal role in your brand’s resonance and success. This article explains why these narratives are indispensable for creating a more connected, trustworthy, and appealing brand image.
Blog by Brittany Averill
In the rapidly evolving landscape of content creation, the spotlight often shines on technical expertise and industry insights. However, amidst the data and technical jargon lie the compelling human stories that form the heart of any organization. Incorporating human interest pieces into your blog isn’t just a matter of diversity in content; it’s a strategic move to infuse depth, relatability, and authenticity into your brand’s narrative. Here’s why these pieces are pivotal for your brand’s resonance and success:
Letting Your Employees Shine
Behind every brand, there are the individuals who fuel the engine of innovation, and showcasing your employees in human interest pieces like employee spotlights can serve several purposes. The most obvious is that being featured in a spotlight is a fantastic way to honor and recognize the hard work of one of your employees on a public stage.
Beyond recognizing and applauding performance, spotlight pieces are also a way to bring together colleagues who may have been working together for years without really knowing each other. After reading a spotlight piece, someone may learn something new about the person they’ve sat next to for the last five years.
All in all, your employees are unique— utilizing employee spotlights is not only a chance to celebrate individuality and hard work, but it transforms your team members into unique selling points for your brand.
Concerns about employee spotlights leading to “poaching” by other companies are common, but it’s important to recognize that talented individuals are already visible to recruiters, regardless of these features. In today’s digitally connected world, platforms like LinkedIn make it easy for recruiters to identify and reach out to potential candidates. Therefore, the visibility gained from employee spotlights isn’t typically a deciding factor in whether an employee is approached by other companies.
What truly matters for retention is ensuring employees are happy and feel valued in their current roles. Employee spotlights contribute to this by recognizing and celebrating individual contributions, which enhances job satisfaction and loyalty. Our experience with various clients shows that spotlighting employees doesn’t lead to them being hired away. Instead, it fosters a positive workplace culture where employees feel appreciated and are more likely to stay and grow within the company.
Attracting and Retaining Business: The Personal Connection
Creating a personal connection with clients and potential clients is crucial for attracting and retaining business. Human interest pieces and storytelling help foster familiarity, trust, and emotional connections. If a potential client has been following your company online, they may have read articles about specific team members. Then imagine, four months later when they come face to face with that same team member at a conference or trade show, they will feel like they already know the person. These pieces form the gateway to forging personal connections, creating bonds before any formal engagement, and solidifying existing relationships.
Emotions play a significant role in purchasing decisions, as people want to do business with those they know, like, and trust. If clients feel connected to a brand through human interest content, they are more likely to buy and remain loyal. Emotional connections are the bedrock of memory retention and decision-making. Stories evoke feelings, and these emotions influence not just decisions but also the memory of a brand or product. As neuroscience suggests, we buy on emotion and justify with logic. It’s the emotional connection that prompts a prospect to choose your brand or an existing client to stay loyal.
Simplifying the Hiring Process: Showcasing Company Culture
Human interest pieces are not just for connecting with clients and existing employees; they’re also for attracting the right talent. Beyond job descriptions, these stories offer a glimpse into your company’s culture, helping potential employees understand the personalities and interests that shape your team. It’s an invitation for like-minded individuals who resonate with your ethos to join your team – and stay there.
SEO Boost: Broadening Audience Engagement
Technical content undoubtedly has its place, but human interest pieces expand your audience reach. In a digital landscape cluttered with information, these stories provide the much-needed human touch, engaging a diverse set of readers. While technical jargon caters to a specific niche, personal narratives captivate a broader spectrum—appealing to those seeking insights beyond just the numbers.
In an era where generative AI floods platforms with content, authentic personal stories stand out. ChatGPT may generate information, but it can’t fabricate genuine human experiences. These stories carry an authenticity that resonates with readers, boosting your online presence.
Building Trust through Authenticity
Transparency, authenticity, and shared values form the bedrock of trust in business relationships. Human interest stories humanize your brand, offering a glimpse into the real people behind the projects. This authenticity fosters trust, positioning your company as not just a technical authority but a relatable, trustworthy partner for clients and collaborators.
In conclusion, while technical content is crucial, the inclusion of human interest pieces is equally vital in helping you achieve your business goals. They work towards keeping the team you have feeling appreciated and connected to one another, while also attracting the talent of tomorrow. These narratives transcend data, forging connections, fostering trust, and broadening your reach in a landscape craving authenticity and relatability.
Want some help with your blog’s next human interest piece? Contact us today to see how Rivergate can help!