When we talk about storytelling, most people think of marketing campaigns or brand narratives. But storytelling isn’t just for your customers—it’s a powerful tool for your team. Done right, storytelling within an organization can transform how employees feel about their work, their colleagues, and even the company itself.

Because let’s be real: nobody gets inspired by a bulleted list in an email or a one-line mission statement. Employees want to feel connected to a bigger picture. They want to understand their role in the company’s journey and why it matters. That’s where storytelling comes in.

What Is Employee Engagement, Really?

Let’s start with the basics: employee engagement is more than job satisfaction. It’s about connection, purpose, and motivation. Engaged employees don’t just show up to work—they care about what they do and how it impacts the organization.

But here’s the kicker: according to Gallup, only about 30% of employees feel engaged at work. That means most people are clocking in without feeling truly connected to their roles or the company’s goals.

This lack of connection often boils down to poor communication. When employees don’t see how their work fits into the larger story of the organization, it’s hard for them to care deeply about what they’re doing.

Why Storytelling Works

Stories are how we make sense of the world. They create meaning, build emotional connections, and help people remember information.

Think about it: when you hear a list of facts, they might go in one ear and out the other. But a story? That sticks.

Here’s how storytelling directly impacts employee engagement:

1. It Creates Purpose: Stories help employees see the “why” behind their work.

2. It Builds Trust: Transparent storytelling fosters a culture of openness and honesty.

3. It Inspires Action: Stories motivate employees to bring their best selves to work.

Take, for example, a CEO announcing a new company initiative. If all they do is list the objectives, employees might tune out. But if they share the story behind the decision—the problem the initiative solves, how it aligns with the company’s mission, and what success could look like—it suddenly becomes something employees can rally behind.

The Elements of a Great Story at Work

Not all stories are created equal. If you want storytelling to truly resonate with your employees, it needs to hit the right notes.

Start with the Why

Employees need to understand why the story matters. Whether it’s a leadership decision or a shift in company priorities, connecting the dots between their day-to-day work and the bigger picture is essential. Instead of announcing, “We’re adopting a new project management tool,” explain how the tool will reduce busywork, streamline collaboration, and help the team focus on more meaningful tasks.

Make It Relatable

Stories resonate when people see themselves in them. Use language and examples that reflect the experiences of your employees. Highlight real employee contributions during company updates. Instead of saying, “Q3 sales increased by 15%,” recognize the team members who made it happen.

Show the Transformation

A compelling story includes a challenge and a resolution. Show employees what’s at stake and how their efforts contribute to the solution. Share a customer success story that ties back to the work your team is doing. Hearing how their contributions positively impact others is incredibly motivating.

Real-Life Examples of Storytelling in Action

During Change Management

When organizations go through major transitions—mergers, leadership changes, or restructuring—it can leave employees feeling uncertain.

Instead of bombarding employees with cold, transactional updates, storytelling can provide clarity and reassurance. Frame the change as part of the company’s larger journey: where you’ve been, where you’re going, and how everyone fits into the future.

To Reinforce Company Culture

Culture isn’t built through PowerPoint slides; it’s built through the stories people tell. Use storytelling to highlight moments that reflect your core values, like a team member going above and beyond to help a colleague or an innovative idea that drove success.

For Leadership Communication

Leaders who embrace storytelling are more likely to build trust and loyalty. Instead of simply outlining goals for the quarter, they can share personal anecdotes that illustrate their commitment to those goals. For example, a leader talking about the importance of innovation might share a time when they took a risk early in their career and what they learned from it.

Overcoming Storytelling Challenges

Now, let’s address the elephant in the room: not every leader or manager feels like a natural storyteller. That’s okay. The key isn’t to craft perfect narratives; it’s to approach communication with intention and empathy.

Here’s how to make storytelling easier:

• Keep It Simple: You don’t need a 10-minute speech. A concise, meaningful story can have just as much impact.

• Be Honest: Employees can spot fluff from a mile away. Authenticity always wins.

• Practice: Like any skill, storytelling gets better with practice. Encourage leaders to incorporate stories into everyday conversations, from team meetings to performance reviews.

The Bottom Line

Employee engagement isn’t built on memos or metrics—it’s built on connection. Storytelling is one of the most powerful tools you have to create that connection.

When employees see how their work fits into the larger story of the organization, they feel valued. When leaders communicate with purpose and transparency, they build trust. And when teams share successes and challenges through stories, they foster a culture of collaboration and belonging.

At Umber + Onyx, we help organizations craft the kinds of stories that inspire, engage, and connect. Because in the end, great storytelling isn’t just about what you say—it’s about the impact you leave behind.

Ready to elevate your internal communications? Let’s craft stories that drive engagement and build trust.

Sources:

Gallup. 2024. “State of the Global Workplace: Employee Engagement and Wellbeing.” Gallup.com. Accessed December 2024. https://www.gallup.com/topic/employee-engagement.aspx.

Personnel Today. 2024. “Gallup State of the Workplace: Employee Engagement and Wellbeing.” PersonnelToday.com. Accessed December 2024. https://www.personneltoday.com/hr/gallup-state-of-the-workplace-2024-employee-engagement-wellbeing.