Increasing employee engagement through storytelling

Humans have loved stories since the dawn of time. A well-told story makes it easier to convey ideas, information, emotions, and values to the listener. It can provide insight, make you laugh, shudder, or cry. Moreover, a story has another important advantage: it connects.

When a story resonates with you, the message is no longer someone else's. It becomes part of your own world. We love that, because finding meaning provides us with both psychological and emotional benefits. People simply enjoy being part of a larger whole where they can trust others and feel good about their decisions. And that is exactly why storytelling has become so popular. Not just in our personal lives, but in business too.

Why do you choose this product? Why do you want to work for this employer? Corporate storytelling can truly bring a brand or organization to life with such a narrative. It’s no wonder this communication technique is being used more and more. And not just by the fast-talking sales team. Storytelling deserves to be embraced by HR as well. With a good story, you don't just attract new customers, you can also engage and retain your employees. And in today's labor market, that is a significant advantage.

Before we share our tips, a word of warning is in order. When we talk about corporate storytelling, we mean real, authentic stories. Don't tell fairy tales—nobody lives in a fantasy world. Don't make promises you can't keep, and don't paint a picture that's too good to be true. If a story isn't credible, it misses its mark because people will stop taking you seriously. And that is the last thing you want for your valuable job applicants or cherished employees!

1. Ensure relatability

Incorporate relatable people and situations into your story so your target audience can easily empathize. This creates a strong connection between the storyteller and the audience. Or, in the case of HR: between the organization and the (potential) employee.

So, ask a colleague to talk about their knowledge or experiences. In their own way, at their own workplace, and, very importantly: in their own words. Avoid hollow corporate jargon. This isn't about numbers and targets; it's about human feelings, norms, and values. Your target audience needs to be able to recognize themselves in it. They should be able to identify with the story and feel involved in the message you want to convey.

2. Make the message easy to remember

Weave your message into the story in an engaging way. A fun anecdote, a striking image, or a human perspective will always stick much better than dry figures and statistics. It ensures that your audience is almost naturally drawn into the message you want to share.

Structure the story with a beginning, a middle, and an end. Choose a clear narrative and plain language. It can certainly be a bit playful or humorous, but be careful that it doesn't distract too much from what you want to say.

Choose a positive conclusion; it makes your audience more likely to take ownership of a good idea, a development, or a smart solution.

3. Tell the corporate story

What is the origin of the organization? From which mission and values was the company built? Highlight the founders' motivations and expectations, and connect them to current business operations.

Tell that corporate story with passion. If you successfully bring employees along in the "why" of the organization, you lay an important foundation for connection. It inspires people to want to help build the company and take action toward further growth.

4. Make complex matters understandable

Stories are perfect for showing how things are interconnected. This applies to all sorts of areas. For example, if you clearly and practically illustrate cause and effect in production processes, administrative workflows, or societal developments, the "penny might drop" for your employees.

It creates insight into why something needs to change to make everything run well or better. Because of this new understanding, an idea or concept is embraced more readily, which eliminates resistance or even creates enthusiasm.

5. Foster connection

So many people, so many opinions. Everyone has their own background and experience. Cherish that diversity and let all those different stories be heard. This doesn't always have to be through a social media post or a corporate video.

It is precisely during live events, knowledge sessions, or new employee onboarding that wonderful, engaging conversations can emerge that inspire and connect colleagues. This may sometimes require courage from the employee and a bit of guidance from the organizer to prevent overly heated discussions. But isn't that exactly what makes a learning organization so great?

Extra tools for storytelling
You can certainly use your digital knowledge platform to make the most of storytelling. Challenge employees to share their stories, distribute them via your intranet, or explore the many possibilities of Pluvo to house your corporate storytelling. Keep your videos, photos, and written texts with compelling stories in a central, accessible place where they can be picked up for team building or onboarding.

Indeed, there are many online ways to keep stories alive and inspire one another. Would you like to know more about this? Please contact us. We would love to share our story!

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