Marketing with Stories Blog
How Employee Testimonials Give You a Recruiting Advantage
The job market might look different today than it did a few years ago, but your need to attract exceptional talent hasn't changed. In 2019, companies fought to stand out among countless "We’re hiring" messages. Today, you're more likely seeing posts from talented professionals announcing they're open to work after layoffs or downsizing. Whether the market is favoring employers or candidates, one recruiting tool consistently helps you connect with high-quality talent: authentic employee testimonials.
10 Ways to Use Customer Testimonials to Build Trust and Influence Buyers
When it comes to proving that you can do what you say you can, your customers’ words carry more weight than yours. A business claiming to deliver results is just another marketing message. A customer saying it? That’s credibility. That’s why testimonials shouldn’t just sit on a page labeled “Reviews.” They should be woven into every part of your marketing and sales process—reinforcing trust at the moments buyers need it most.
Case Studies, Success Stories, Testimonials and Reviews - What's the Difference?
Think about how you research a product or service. Whether it’s checking online reviews before making a purchase or reading customer experiences, you want proof before making a decision. B2B buyers are no different. They use the same behaviors to vet solutions at work that they use as consumers—reading case studies, looking at reviews, and relying on customer proof to guide their choices. In B2B marketing, case studies are one of the most effective types of content for converting and moving prospects through the buying journey
Are Your Testimonials Polite Praise or Powerful Proof?
“Everyone is so happy with the completion of our big project implementation. Sure, there were a few problems to troubleshoot along the way, but your team stuck with it and performed brilliantly. We now have a system that is operating at capacity and is creating the real-time results that we need to meet our goals.” This client quote could be about any business in any industry. It says everything and nothing at the same time.
How a Thoughtful Interview Process Draws Out Impactful Client Stories
If you ask, your clients are generally happy to put out a good word for you. They might refer you to their friends and colleagues, respond to customer satisfaction surveys with high marks, or even leave favorable reviews on Google or Facebook. Unfortunately, while this feedback is positive, it often falls flat. It doesn’t guide the reader through a compelling narrative—a story with a clear beginning, turning point, and resolution—that’s crucial for activating empathy. And empathy is what makes stories stick.
The Double Value of Client Stories
When I interview customers on behalf of my clients, I often uncover unexpected insights—moments that reveal what truly matters to the people they serve. These interviews provide a double value: they create marketing stories that build trust and uncover actionable insights that help businesses improve how they serve their customers.
Where to Look for Customer Success Stories
Case studies can play a crucial role in your 2025 content strategy, but it all starts with finding the best customer success stories to tell. These stories aren’t just about filling up your blog or feeding your social channels—they capture the moments where your work solved a real problem, exceeded expectations, or helped clients achieve something meaningful. They demonstrate the impact your work has had—solving real problems, exceeding expectations, and helping clients achieve meaningful results.
Build Trust and Stand Out with Client Stories in 2025
There’s nothing more powerful in the buyer’s journey than evidence from customers that a company delivers on its promises. Including client case studies and success stories in your 2025 content plan ensures you provide the proof buyers need to make confident decisions.
How I Developed a Small Business Approach to Recruitment Marketing
I’ve been on a learning journey with recruitment marketing for many years. It started when one of the companies I was working for asked me to do something to help them get the word out about their open jobs. Back then, I didn’t even know there was such a thing as recruitment marketing, but I was sure that I could use my marketing skills to do something.
How to Take Great Company Event Photos with Your Smartphone
One effective strategy for building and maintaining relationships with clients and potential customers is through hosting in-person events. These events not only allow for face-to-face interactions, but also provide a unique opportunity to showcase your company in a new light on social media.
What is Employer Value?
When I talk about recruitment marketing and employer branding with people who are new to these disciplines, the topic of “employer value” comes up quickly in the conversation. My explanation challenges people to think beyond pay and benefits for the reasons why people not only decide to work for them but stay with the company.
What Do Buyer Personas Have to Do with Recruitment Marketing?
I once read that the biggest compliment you can give a teacher is to create something new with what they taught you, and that’s what I did with Adele Revella’s Buyer Persona framework. I learned Revella’s process for talking to buyers to find out about their decision-making process from reading her book and taking her Buyer Persona Masterclass. I synthesized what I learned into the framework that I use to talk to employees and find out what they value.