The Power of Storytelling to Engage Talent

The power of stories

Stories build following

Stories (re)build reputations

Stories build pictures

The reputations of organisations are

founded on stories (whether you like

them or not)

Expensive Virtually Pointless

x22Stories are memorable

Stories are persuasive

Stories are the norm

What makes a good story?

Idea + Emotion To inspire an action

Start a conversation?Change a perception?

Build an affinity?

Think stories, not simply role models

Which industries make the best storytellers?

1. Charities2. Retail3. FMCG – food/soft drinks4. Restaurants/Food Chains5. Telecoms/Tech6. Social Media 7. FMCG – cosmetics, toiletries8. Airlines9. Political Parties10. Alcohol11. Financial Services12. Utilities

PANTS = People Are Now The Story

Organisations have an endless source of stories…

Build a narrativethat is honest and authentic,

and avoids platitudes

Use evidence and outcomes

Find the everyday, inspiring stories that show (and

debate) the opportunities

and challenges, and build affirmation

Helen’s Story

Alex’s Story Jamie’s Story Nicola’s StoryAlison’s Story

Finding the stories

Communications TeamEmployee Networks

Nominated ColleaguesManagers

Awards and Recognition

Encourage advocacy

that extends, educates

and inspires

Advocacy is empowering…• Speaking at events• Taking responsibility • Sharing with friends and former colleagues• Learning new skills• Connecting with colleagues and managers• Working for a cause…