Title
Brand Communications: Why storytelling matters
Publisher
University of Tennessee at Chattanooga
Place of Publication
Chattanooga (Tenn.)
Abstract
Stories connect us to places, ideas, and people. When we think of traditional storytelling, we most often associate the practice with cultures representing our personal lives. Corporate brands, however, can also connect with audiences through storytelling. In an ever-changing and challenging labor market, telling stories through “employer branding” can be a powerful tool for reaching talent, especially when those stories are authentic, layered, and represent the lives of real people. When shared in the right places, corporate stories expand reach, widen the talent pool, and pave a path for hiring more diverse talent. The most strategic stories attract more talent, spur innovation and productivity, boost morale and increase financial revenue.
Date
October 2023
Subject
Industrial and organizational psychology
Document Type
presentations
Language
English
Rights
http://rightsstatements.org/vocab/InC/1.0/
License
http://creativecommons.org/licenses/by/4.0/
Brand Comms_Why storytelling matters_final.pdf (11328 kB)
Brand Communications: Why storytelling matters
Stories connect us to places, ideas, and people. When we think of traditional storytelling, we most often associate the practice with cultures representing our personal lives. Corporate brands, however, can also connect with audiences through storytelling. In an ever-changing and challenging labor market, telling stories through “employer branding” can be a powerful tool for reaching talent, especially when those stories are authentic, layered, and represent the lives of real people. When shared in the right places, corporate stories expand reach, widen the talent pool, and pave a path for hiring more diverse talent. The most strategic stories attract more talent, spur innovation and productivity, boost morale and increase financial revenue.
Department
University of Tennessee at Chattanooga. Dept. of Psychology