How to use Business Storytelling to Attract and Retain Talent

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How to use Business Storytelling to Attract and Retain Talent

Storytelling is about EX (employee experience) as much as it is about CX (customer experience). Storytelling links a brand with its workers the same way it connects a company with its customers, resulting in increased loyalty, commitment, enhanced performance, and creativity. 

This type of connection-building may be beneficial for leaders seeking to create a healthier, happier workplace and a more engaged staff. More involved employees imply actual benefits in performance, production, and profit.

In fact, according to a Harvard Business Review study based on the author’s examination of 250 organizations, those who invest in EX are four times more lucrative. Moreover, these firms outperformed the S&P 500, the NASDAQ, Fortune’s 100 Best Companies to Work For, Glassdoor’s Best Places to Work, and other companies studied by the author by a wide margin.

​​When talking about workplace storytelling, it is usually the brand’s narrative: why it exists, its objective, and how everyone who works for the company fits into that mission. These are essential aspects of storytelling to help your workers feel connected to the brand.

Employees feel connected and contribute more.

There’s no shortage of examples where thousands of businesses fail every day. And in many cases, it’s the lack of having inefficient and undetermined employees that cause businesses to fail. While many factors contribute to employee dissatisfaction and underperformance, feeling disconnected from the company’s goals is one.

In the long run, things are bound to fail when an employee is unsure about where the company is going. And storytelling is one way you can overcome this challenge. And this couldn’t be more relevant in the COVID era world where many companies operate in a hybrid work mode. There’s a massive issue with remote employees feeling disconnected from their companies. 

Storytelling may help your remote employees understand their role in your organization. Well-told stories may help remote workers see your firm in a new light and appreciate the job they perform for your business. You may use storytelling to bridge the physical divide and foster trust and connection with remote employees.

Our minds are fascinated by stories. According to a study, character-driven stories cause the production of oxytocin in the blood, a so-called “empathy” hormone that encourages people to attach. 

Stories are how we comprehend and make sense of the world we live in, Clare Patey, Director of the Empathy Museum.

In the context of a business setting, the saying implies that storytelling is a chance for you to assist your employees in understanding their role in your firm and making your business successful. It can also help them know why their work is indispensable and, in return, motivate them to contribute more to the company in ways like coming up with better strategies and solutions. 

The best way for asking candidates to join your company

Recruiters around the globe have undoubtedly recognized that merely publishing a job advertisement will not be enough to attract top talent to their organization—it’ll be lost in the sea of other job posts. 

So, how can you make your organization stand out from the crowd? The solution is shockingly straightforward: tell a compelling story about your company in job advertisements. This is the most underutilized hidden weapon in any firm. Other organizations’ job advertisements and downtime activities may be comparable, but no one has the same story.

It gives assurance of a promising future.

If you want your workers and prospects to paint you into their future, you must first paint them with vision and clarity from the company’s end. Make a lot full of possibility, growth, good change, and evolution—whatever you see ahead! Most workers know their professional demands and ambitions, which should be reflected in your company’s story.

Individuals that anticipate a bright future with you will not update their resumes covertly during staff meetings. If you know where you’re heading, have fantastic ideas, and are excited about your company’s future, you must create this story and frequently express it to your staff.

Wrapping Up

Employees of any business are just humans who desire connection and are impacted by emotions. Stories help us make sense of our surroundings, bring out emotions, and motivate our actions. 

Business storytelling may help you capture prospective and present employees’ attention, pique their interest, and make a lasting impression. That is how a business should use the art of storytelling to attract and retain talent. The sooner you learn to tell a good business story, the better. Using this process is one of the most significant aspects of business success.

How to use Business Storytelling to Attract and Retain Talent