Using storytelling to maintain employee loyalty during change

Even though storytelling as a communication strategy is well acknowledged by many theorists, there is a lack of documented research referring to storytelling during times of organisational change. This paper reviews contemporary publications on corporate storytelling in order to demonstrate that the use of storytelling as an employee engagement strategy can more effectively contribute to maintaining staff loyalty beyond traditional internal communication, particularly during periods of organisational change. Employees have a deeper affiliation with the message through organisational storytelling due to aligning stories with their own experiences and understanding. Corporate stories reach out to employees on a more personal level, aiding in understanding and enhancing employee loyalty.