But how do you tell exciting and good stories internally?
1. develop the origin story of your own brand
The first thing to do is to develop an origin story for your own brand. This is because a company’s origin story in particular has an influence on its internal culture. It clarifies the shared core values and makes employees proud. Companies like Patagonia, for example, use stories to tell about the impact of sustainable practices and regularly call on employees to share how they live sustainability in their daily lives.
2. team members must become storytellers
Employees should be a part of every story. No one can tell stories about their own company more excitingly and credibly than their own team. Therefore, it is important to invite them to participate and tell their stories. No matter whether they tell about their daily way to work, about special challenges they have mastered or about the company’s vision – nothing is more credible and likeable than one’s own colleagues. In fact, 92 per cent of people are more likely to trust a recommendation from their colleagues than the mere content of corporate communications.
3. choose the right tools for implementation
If a company knows what kind of stories it wants to tell, then it has to consider which tools and formats can be used to tell them. Here, the number of possibilities is unlimited. It doesn’t matter whether it’s videos showing employees in their everyday lives, internal newsletters or photo spreads – the more vivid, the better. Because pictures and especially videos arouse stronger emotions than pure text deserts. For example, if you want to share something internally about the growth of the company, then a picture series or even a video timeline is better suited than a dry list of annual figures.
4. repetitions are the be-all and end-all
In order for stories about brand vision, values and identity to really stick, companies should repeat them regularly. This does not mean that the same story has to be told over and over again, but that, for example, employees and managers report from their individual perspective on how they live specific corporate values in their daily work.
5. using leaders as “ice breakers
Especially in medium-sized and large companies, leaders are required to connect with all employees through internal communication. Storytelling can help to create this connection. For example, a manager can use a video to talk about initial difficulties in his or her own career or about the first day in the company. In this way, it is possible to establish a connection in a sympathetic and credible way, especially with new employees.
6. place stories correctly
To ensure that stories are heard by the team, they should also be made easily accessible. If messenger tools such as Slack are used in daily work, it is worthwhile to announce formats such as videos and newsletters or to call on employees to participate in the production. In this way, companies can ensure that their messages are heard and shared by everyone.
7. Simple language is more authentic
A simple and straightforward narrative is a must in internal corporate communication. Technical jargon comes across as cold and distant and does not exactly help employees to empathise with a message emotionally or even to sympathise with the person telling the story. A simple narrative that seems to be taken directly from life is much more engaging and authentic.
8. Tell descriptive and exemplary stories
The best stories captivate us because they succeed in immersing us in another world through vivid details. Corporate stories in particular should therefore contain many details and descriptions in order to better engage the audience. For example, if a storyteller creates a vision for the future of the company, it is important to describe it with concrete examples. This can include a description of the office of the future or of new technologies that will be used. The more detailed and exemplary a story is told internally, the better it will be received by the team.
Employer Branding, HR, Leadership