What is Storytelling in Internal Comms?
Storytelling in internal communications refers to using narrative techniques to share information, values, and objectives within an organisation. It involves crafting and conveying stories that resonate with employees, making messages more engaging, memorable, and impactful. This approach leverages the human inclination towards narratives to facilitate a deeper connection with the company's mission, culture, and goals.
Why is Storytelling relevant to internal comms?
Storytelling is a powerful tool in internal communications because it transforms standard corporate messages into compelling narratives that capture attention and evoke emotional responses. It's particularly effective in humanising the organisation, fostering a sense of belonging, and illustrating abstract concepts in relatable terms, thereby enhancing employee engagement and retention of information.
Examples of Storytelling in Internal Comms
Examples include sharing success stories from different departments, conveying company history and milestones through engaging narratives, and using employee testimonials to highlight the organisation's values and achievements. These stories can be shared through various channels like internal newsletters, intranets, or company events.
Best practices for Storytelling in Internal Comms
Ensure stories are authentic and reflect the true values and experiences within the organisation.
Tailor stories to your audience, considering their interests and the message you want to convey.
Use a mix of formats, such as written stories, videos, and podcasts, to cater to different preferences and contexts.
Incorporate visual elements to enhance the storytelling experience.
Common Challenges for Storytelling in Internal Comms
Finding and curating stories that resonate with a diverse workforce.
Balancing storytelling with the need to convey critical information clearly and concisely.
Ensuring consistent and regular storytelling without overwhelming employees with content.
What does Storytelling mean for frontline teams?
For frontline teams, storytelling can be a crucial engagement tool, bringing to life the impact of their work on customers and the organisation. It helps these employees see the bigger picture and understand how their daily tasks contribute to the company's success, enhancing motivation and job satisfaction.
Storytelling in Internal Comms FAQs
How can we gather stories from within the organisation?
Encourage employees to share their experiences and achievements, and create a process for collecting and evaluating potential stories.
How long should a good internal comms story be?
The length can vary, but the key is to keep it engaging. Focus on the core message and ensure it's concise enough to hold attention but detailed enough to be meaningful.
Can storytelling be used for serious topics?
Yes, storytelling can be effective for serious topics by providing context and humanising the issues, making them more relatable and understandable.
