When you're recruiting talent, a candidate perceives your company in one of two ways; either they see the version that you want to put forth, or they get the version that's closer to reality.

Ideally you need to make sure the two are one in the same. Just like any time you're in the spotlight, showing off your company requires a well-thought out presentation. But according to Bryan Chaney, a sourcing executive at IBM, there are three things recruiters often forget to consider. 

Chaney presented Friday before a crowd of about 100 people at the Glassdoor Employer Branding Summit in San Francisco. Here are the storytelling elements that you can perfect in order to show your future employees what you're all about.  

1. Formulate your lead. 

Start with something that you know is important. Chaney recently polled a group of candidates, asking which one of these four values--career advancement, money, company culture, and innovation--was the most important to have at their next job. 

That particular cohort responded that they valued career advancement the most. So whenever Chaney recruited people seeking similar jobs, he made sure to begin by telling them about the opportunities for progressing at the company. 

2. Consider the content. 

Being completely transparent isn't always the best idea, Chaney said. Though the intent to show your potential employee the good, the bad, and the ugly is noble, it's not necessary at the beginning. It will simply feel like information overload if you divulge everything in one sitting. 

"Leave a little bit of mystery. And that doesn't mean keep it a secret. But don't throw everything at your talent at once," Chaney said. Some conversations are better to have at the end of the interview process. 

3. Get the tone down. 

Channel Yoda. You want to be the mentor. You do not want to come off as the star of this relationship. 

"Who wants to think that they're working for someone else's benefit?" Chaney said. 

Instead let them know that you and your company will open new doors and help them to grow professionally if they start their next chapter with you. 

Published on: Sep 12, 2014