What if the best employer brand stories aren’t the ones your company writes?

Listen Now: https://thecultureprofit.com/deeper-connection/

In this episode of The Culture Profit Podcast, Jenn Spantak talks about what happens when you stop relying on corporate jargon and start asking better questions.

From uncovering the real stories behind employee experiences to getting people to drop their “camera mode,” Jenn shares why curiosity, empathy, and a relentless “Why?” can lead to stories people actually believe.

In this Episode:

• Dig deeper than the first answer: Use the “Five Ws” and don’t be afraid to ask “why” repeatedly during employee interviews. This breaks through corporate conditioning to uncover authentic, human-centric stories.
• Leverage the “last question” trick: When interviewing employees (especially on camera), officially conclude the interview and then casually ask, “Is there anything else you want to say?” to capture their most unguarded, natural insights.
• Adopt an integrated broadcast strategy: Share your employer brand stories both externally (to attract talent) and internally (on facility screens and in town halls) to build current employee confidence and advocacy.
• Claim a seat at the table early: Push to be involved in business initiatives from day one. Understanding how the “sausage is made” allows you to solve long-term systemic issues rather than applying short-term recruitment marketing band-aids.
• Challenge corporate jargon: If you are new to an organization, do not silence your inner dialogue. Ask questions when acronyms or brand slogans don’t make sense; your fresh perspective can reveal where company messaging is failing to connect with the average person.