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UNBOXED – Ethical storytelling in employer branding [white paper]

Your guide to telling authentic and inclusive stories and how to avoid stereotyping, bias, and tokenism.


It goes without saying that your people are your secret weapon for advertising your employer brand. Using colleague stories in recruitment marketing can help explain what you stand for, how you operate, and what it’s like to be part of your organisation.  

But what you say, how you say it and who you feature, matters.

There can be a lot of confusion about how to do this well, without taking advantage or abusing the good will of your people. And how to create authentic stories that resonate with your target audiences.

Download and read "Your guide to telling employee stories ethically" now to learn how to use the framework for your next DE&I campaign. 

Including insights from colleagues across ThirtyThree and 33RED Films and our first UNBOXED session inside the guide you’ll find: 

  • Why DE&I and authentic stories really matter 
  • The definition of an ‘ethical story’  
  • What agencies and employers can do in practice  
  • How to challenge unconscious bias in advertising 
  • Empowering employees to tell their stories​​​​​​ 

This first white paper from ThirtyThree has been designed with your time and efficiency in mind, so the contents are easily scannable and digestible. We hope you find this guide practical and useful in your future employer communications. 

If you would like help with embedding ethical storytelling into your next campaign or would like to discuss how to position your DE&I communications, get in touch with us at


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