To write a compelling ‘working at’ story, focus on one specific promise: what a candidate stands to gain from working for you that they wouldn’t get elsewhere. Translate your culture, work and career progression into language that resonates with your target audience, backed up by real-life examples rather than clichés such as ‘informal atmosphere’ and ‘great team’.
You’re looking for technicians, operators, drivers or sales staff who rarely apply for jobs. In that case, your message will determine whether someone clicks through or scrolls past. In this article, you’ll learn how to turn a bland ‘careers’ page into a message that attracts top talent, complete with practical steps and a checklist.
What exactly is a ‘careers’ story’?
A ‘Working at [Company Name]’ story is the narrative heart of your employer brand: it explains who you are as an employer, what the job entails and why someone would choose to work for you. It forms the bridge between your employer value proposition (EVP) and concrete communications such as job vacancies, campaigns and your ‘Working at [Company Name]’ page.
Whilst a job advertisement describes a role, the ‘working at’ narrative sells the broader reason to stay and grow. It answers the unspoken question every candidate asks: ‘What’s in it for me?’
That narrative must be consistent with reality. Candidates will check your narrative against reviews, employees’ LinkedIn profiles and their first day at work. A compelling narrative that does not match reality will lead to staff leaving early and damage to your employer brand.
Why do most ‘work at’ stories fail?
Most ‘Work at’ stories fail because they focus on the employer rather than the candidate, and because they rely on generic phrases. ‘Competitive salary’, ‘friendly team’ and ‘plenty of challenges’ say nothing distinctive and are used by almost every competitor.
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A second reason is a misguided self-image. Employers often think they know what attracts their target group, whilst target group data suggests otherwise. For example, in the telecoms sector, factors such as a fixed timetable, journey time and immediate colleagues regularly carry more weight than a higher gross salary, as our overview on employment conditions that operators really value Show me.
The third pitfall is timing and channel. The labour market remains tight: according to the UWV, engineering, construction and ICT have been in high demand for years, with structurally more vacancies than available candidates (UWV, 2025). Latent jobseekers are not actively applying for jobs, so your message needs to catch their attention on social media – don’t wait for them to search for you on Google.
“With almost every new client, we find that the existing ”working at’ narrative focuses too much on the company and not enough on the candidate. As soon as we turn it around based on target audience data, the number of high-quality applications rises immediately,” says a recruitment strategist at FosFor.
How do you write a ‘careers’ story in 6 steps?
You can write a compelling ‘careers’ story by first understanding your target audience and only then putting pen to paper. These six steps will take you from a gut feeling to a well-reasoned message.
- Choose one target group and profile. Don’t write for ‘everyone’, but for the welder, the account manager or the driver. One story per profile makes a stronger impression than a general text.
- Collect target audience data. Use interviews with current staff, exit interviews and public labour market data to find out what motivates this group. To this end, also consider how to carry out a target audience analysis for blue-collar vacancies.
- Formulate your core promise. Summarise in one sentence what someone stands to gain by working for you. For example: ‘With us, you’ll drive fixed routes in the region every day and be home every evening.’
- Support your argument with evidence. Link each promise to a concrete example: an employee who has progressed in their career, a specific timetable, a specific project.
- Write in the language of your target audience. Avoid HR jargon. A mechanic is more likely to recognise ‘working on machines that really matter’ than ‘a dynamic production environment’.
- Test it and make any necessary adjustments. Measure which message generates the most clicks and applications, and optimise your approach based on those figures.
This approach is in line with our data-driven approach, whereby we adjust campaigns based on results rather than assumptions.
What elements should a compelling ‘careers’ story include?
A comprehensive ‘Working at …’ story covers four key elements, ensuring that a candidate is convinced on both an emotional and a rational level. The table below shows what each element does and which question it answers.
| Building block | What it does | Question from the candidate |
|---|---|---|
| Core Promise (EVP) | Highlight your unique selling point | Why you and not your competitor? |
| Work and team | Makes day-to-day work tangible and recognisable | What’s my day like? |
| Growth and security | Demonstrate continued growth, training and stability | Where will I be in two years’ time? |
| Evidence and appearance | Backs up promises with real staff and figures | Is this story actually true? |
Always include real people: quotes, photos or short videos of current staff make the story credible. According to research by Randstad, jobseekers place great value on working atmosphere, job security and salary when choosing an employer (Randstad Employer Brand Research, 2024). So make sure you incorporate those factors directly into your text.
How do you test whether your ‘working at’ story resonates with candidates?
You can test whether your ‘careers’ story resonates by measuring it in a real campaign and basing your approach on hard figures. Look at click-through rates, application rates and the quality of the intake, rather than just relying on the impression that the text is ‘well-written’.
For example, compare two versions of your core promise on Meta or LinkedIn and keep track of which version attracts more qualified applications. That way, you’ll know from the data which message works, rather than just guessing.
Also bear in mind drop-outs later on in the process. If candidates do apply but drop out after the first interview, your narrative does not match reality. You can read more about this in our article on the the main causes of drop-off in the candidate journey.
At FosFor, using a tried-and-tested approach and targeted campaigns, we fill vacancies within 3 to 8 weeks on average, with clients interviewing only the 2 to 4 best candidates per month. If you’d like to see how this works out by sector, take a look at our measurable recruitment results.
A compelling ‘working at’ story isn’t just a one-off writing task, but a living foundation for your employer branding. Would you like to discuss how to underpin your story with target audience data? Read more about our approach to recruitment or Book a no-obligation strategy meeting.
Frequently asked questions about writing a ‘Working at…’ story
How much does it cost to have a ‘Working at…’ story written?
Costs vary significantly depending on the agency, target audience and desired level of detail. FosFor takes a data-driven approach and is more cost-effective than traditional recruitment and selection or secondment, as a single compelling narrative can be used to fuel multiple campaigns and job vacancies. Request a detailed quote to find out what it would cost in your specific situation.
What is the difference between a ‘work at’ story and an EVP?
An EVP (employer value proposition) is the strategic promise: what you, as an employer, offer in return for commitment. The ‘working at’ narrative is the narrative, promotional interpretation of this, expressed through language, examples and imagery that resonates with your target audience and encourages them to apply.
How long should a ‘Working at …’ story be?
There is no ideal length; the message determines the format. A core story of 150 to 300 words often works well for a ‘Careers’ page, whilst for social recruitment you create shorter, attention-grabbing versions consisting of just a few sentences, which vary depending on the channel and profile.
Does a ‘careers’ page also work for blue-collar roles?
Yes, a concrete narrative is particularly effective for blue-collar roles such as mechanics, welders and drivers. These target groups respond to recognisable work, fixed shifts, journey times and immediate colleagues. Incorporate these factors directly into your text rather than using abstract cultural terms.
How can I ensure that my ‘working at’ story remains credible?
Back up every promise with evidence: real employees speaking out, concrete examples and figures on career progression or the working atmosphere. Check your message against exit interviews and reviews. If the story matches the first week on the job, it remains credible and you’ll prevent early staff turnover.