Leaders who tell authentic stories are more likely to engage their audience because they're more relatable. Perfect words aren't necessary — all that's needed to promote wellbeing is a willingness to be open, honest and a little vulnerable. In fact, vulnerability often adds the most impact to storytelling.
Changing roles of leaders as communicators
Ever since remote work became commonplace, more employees are craving new ways to feel connected to others in their organization. And leaders are breaking free of their traditional identities as "big bosses" who work in private offices. Taking on more visible roles as communicators, they've started to turn corporate speak into real and relatable stories that connect with the workforce, from interns to executives. Breaking down walls builds trust and helps to create a space where everyone can feel like they're part of something bigger.
Traditional memos and one-way communication are either gone or on their way out. Hitting the right note is what it's all about, whether the message is delivered through a heartwarming email, a snappy social media post — or a video that puts employees "face to face" with leaders. For this reason, employers need to stay alert and ready to meet the moment, choosing a tone of voice and communication style that resonates with their audience.
Effective HR and talent management tools
Storytelling and other modes of communication in the workplace have the potential to meet all key talent management goals, from attracting, to engaging and retaining top talent. During the recruitment phase, interesting anecdotes can help prospective employees imagine what the company's culture is like while showcasing its values. This casual, conversational approach puts employers in a better position to attract people who align with their organization's ethos. Differentiating themselves in a competitive job market with these short stories also helps to establish a compelling employer brand.
When onboarding, telling stories provides a welcoming transition from outsider to insider during an intensive learning phase. And sharing the organization's journey, through successes and challenges, creates a sense of purpose while engaging new employees. They begin to see how their own and their peers' roles interrelate, which helps to enhance job satisfaction and loyalty — essential factors in maintaining high morale and productivity.
To retain employees, targeted messages can be vital. Recognizing achievements and contributions through individualized narratives boosts a sense of worth and belonging. Regular, intentional communication also helps to address employee needs, and outcomes should be evaluated for insights into to building a committed workforce and minimizing turnover.
For career development, storytelling can be used to illustrate career paths and opportunities within the company, inspiring employees to envision their own growth and development. By openly discussing success stories and lessons learned, employers establish a learning culture that encourages personal and professional growth.
Elevating the employee experience with I&D
Inclusive communication in the workplace is about helping to ensure that everyone in a conversation feels acknowledged and respected. Body language and actions are just as important as words. All types of interactions should be rooted in cultural humility, and that means providing ongoing education about different communities and understanding different power dynamics. It's a commitment to recognizing and bridging cultural gaps.
Storytelling is also a mechanism for challenging the status quo by giving voice to underrepresented groups. Narratives that highlight issues of inequality help to drive meaningful change. When diverse stories of the employee experience are shared, they can break down barriers and build a stronger sense of community.
Policies and practices are not enough for inclusion and diversity (I&D) efforts to be successful. But storytelling can spark renewed interest in initiatives and programs, so they become more actionable. More than 1 in 4 employers ranked I&D as a top communication theme for 2023.1 Through stories and other forms of communication, employers are able to create a dialogue that encourages questions, discussions and even uncomfortably healthy conversations. Openness is key to addressing deep-seated biases because it gives everyone a voice and an opportunity to be heard.
A powerful strategy for actively demonstrating a dedication to I&D is storytelling at the organizational level. And over half of employers (54%) have set standards and guidelines for these communications.2 Woven into a short narrative, experiences that are representative of distinct employee groups often make what's unfamiliar to some more relatable to others.
Digital influences on communication and storytelling
Technologies such as social media, podcasts and interactive platforms have greatly expanded narrative formats and access. Digital variety will continue to broaden employers' reach and their ability to engage meaningfully with more diverse audiences. Increasingly, advances are supporting content customized to individual preferences and more seamless connections with the workforce. Dynamic capabilities, animation, sound and similar elements can enhance understanding or prompt a response.
Feedback on employee engagement is strategically important, and digital storytelling tools offer tracking capabilities that provide insight into refining the communication approach for maximum impact. It's also important to understand employees' digital habits when determining how to deliver stories. Interactive platforms, appealing graphics, concise text and immersive videos are the new norms. However, 34% still use virtual group meetings, such as webcasts or video conferences, to inform and educate employees about compensation and benefits.1
Preparing for the future of dynamic interactions
Communication characterized by continuous innovation is defining the future of the employee experience, including workplace culture. A competitive edge is likely to favour employers that get ahead of this trend and continue to keep pace by exploring new methods and strategies. Efforts to maintain fresh and interesting communications could include artificial intelligence for personalization, virtual reality for immersive training and analytics for understanding employee engagement levels. The key is to be adaptable and open to new ideas.
Conversational communications require an authentic tone of voice. To strengthen connections and build trust, storytelling not only needs to be clear and concise, but also genuine and transparent. A casual approach invites active participation. As more employees join in, they'll increasingly influence and direct the narrative, creating a more engaging and dynamic communication environment.
Quality output requires well-motivated and well-managed quality input. Every employee's potential is an asset that should be cultivated through ongoing support for their mental health and emotional wellbeing. Storytelling and other communication in the workplace have unique potential for building unity by bridging individual differences and starting new conversations. And as long as I&D challenges like inequality persist, they'll play an important role in both employee and organizational success.
