Playbook • Content

Storytelling that Converts (and How to Measure It)

Updated: Oct 9, 2025 • 5–7 minute read

Real stories beat slogans. Tell the truth about the work and measure what moves outcomes, not vanity metrics.

Placeholder (1200×675). Suggestion: Before/after example of role-specific story vs. generic slogan.

CareerXroads (CXR) Community and CXR Research Panels — insights sourced from discussions and data across our member network.

Key questions answered

What makes EB content convert? — Specific role stories tied to business impact and success criteria.
How should we measure EB/RM? — Conversion, completion rates, and retention by source/message.
Do we need an editorial calendar? — Yes—aligned to hiring windows and always-on brand themes.

Story ingredients

Employee voices tied to business impact.
Honest challenges + what success looks like.
Role-specific value props, not generic platitudes.

Measurement that matters

Career site conversion and application completion rate.
% of hires from brand-driven channels.
Retention/tenure by source and message theme.

Download the Story & KPI Checklist

Prompts for honest stories + a dashboard starter.

DOWNLOAD FORM WILL GO HERE