Storytelling, employee engagement and reputation

Employer of choice (EOC) for Australian organisations is an emerging issue, as it relates to the way organisations provide a safe, healthy and progressive working environment. By informing employees about their EOC structure through stories, a stronger commitment from staff towards the organisation can be fostered resulting in improved reputation, both internally and externally. Corporate storytelling can be used as an effective means to improve engagement between employers and staff by communicating and reinforcing the employee opportunities, developments and benefits associated with working for the organisation. The characteristics of storytelling make it an excellent medium for the organisation to engage with employees on a more personal level and can aid in the retention of information valuable to building an employee-focussed work culture. The use of corporate stories as an internal communication instrument may result in employees becoming reputation champions for their organisation. Narration that positively represents the organisation can be adopted by staff and adapted to become more relevant to the particular stakeholders they encounter through their work. Staff who are more engaged with, and have a deep trust for, their employer are likely to feel more buoyant about their work and conduct themselves in a constructive manner, resulting in improved productivity, a healthier brand and a decreased risk of staffing loss.