Incorporating compelling stories into your company’s culture offers far-reaching payoffs. Not only is it a great way to attract top talent, but it’s also a way to invigorate your workforce around a shared mission and bolster engagement. It even helps with marketing.
Authentic, relevant and meaningful stories are a great way to attract talent.
Building a company brand around a compelling mission, told through stories, can increase your company’s exposure in your industry. Telling that story at conferences, networking events or on social media, may pique the interest of qualified talent who aren’t necessarily actively looking for a job. Once they hear a story that resonates on an emotional level, you’ll stand out amongst competitors and be top of mind should their situations change.
Leadership can use storytelling to increase engagement.
We know that an engaged workforce is more productive. If the leaders in an organization can clearly answer questions about the history, mission, challenges and turning points in a compelling way, they will build a sense of community and shared vision among employees. Everyone wants to be a part of a strong team working toward meaningful goals.
Marketing is more effective when you start with your why.
Simon Sinek’s famous TED Talk explains that customers don’t buy what you do, they buy why you do it. Many organizations like Tom’s, Everlane and Warby Parker have experienced massive growth and commercial success in telling their customers why they’re in business, rather than touting the features of the products themselves. In order for an organization to do this effectively, it needs an outstanding story worth spreading.
Whether you focus on incorporating stories into your website copy, corporate training, social media strategy or industry events, the deeper you can go into telling a compelling story about your company’s culture and mission, the deeper you’ll connect with potential future employees, your current workforce and your customers and clients themselves. From human resources to marketing, compelling stories strengthen all facets of an organization.