An integrative review of storytelling: using corporate stories to strengthen employee engagement and internal and external reputation

This literature review paper aims to examine the use of corporate storytelling as a valuable strategy to heighten employee engagement, which may improve internal loyalty to the corporate brand and ultimately strengthen internal and external reputation. The paper includes an integrated literature review of contemporary text and theories from academics and industry leaders relating to: the benefits of using corporate stories; corporate stories and employee engagement; employee engagement and enhanced internal reputation; the link between internal and external reputation; and the limitations of corporate storytelling. Many theorists endorse corporate storytelling as a valuable medium for engaging with employees and improving internal reputation. However, both contemporary academic and industry analysis appears limited in acknowledgement of a link between internal storytelling and external reputation. The paper examines contemporary literature in these areas and draws a link between using corporate stories to engage more deeply with staff in order to strengthen internal loyalty and effect a stronger external reputation, as organisations seek to make employees their reputation champions.