A good story inspires and motivates. It engages our curiosity, our emotions, and our imagination. While listening to a story you become involved with the storyteller both in your mind and in your heart.
Stories provide authenticity and build trust with the listening audience.
It's because of this trust factor, that when someone from your business tells a friend a story about what it's like working at your shop they become interested and naturally want to learn more.
Personal references are the best way to attract top talent. But your team members can't be everywhere and it's not their job to do you recruiting.