HRO Today May 2018 - 40

Talent Acquisition
What's Your
Sharing brand storytelling in an authentic way helps companies
connect and engage with employees at many levels.
By Marta Chmielowicz
Storytelling is an ancient and universal human trait. From
visual stories told through cave drawings and ancient
hieroglyphs to epic poems communicated to the masses,
stories have been central to how humans connect, learn, and
make sense of the world. Even with the advent of printing,
and later, technology, the common themes and narratives
found in good stories remain constant.
But in the last few decades, the way that people tell and
listen to stories has continued to change. Media is now
consumed more quickly and frequently than ever before
with new communication platforms emerging every day,
often providing access on all types of devices. Storytellers
are now faced with the challenge of communicating their
narratives in this ever-evolving media landscape.
While this accelerated rate of information consumption has
opened up a world of opportunity for companies looking
to generate interest around their content and brands, it
has also created an environment that is highly competitive.
" With the digitization [of our business and personal worlds]
and today's much-publicized broader political context comes
a more cynical outlook from voters, customers, employees,
and candidates. Reputation websites are now commonplace
and not just the preserve of Glassdoor or Indeed, " says
Andy Curlewis, senior vice president of brand, digital, and
[40]
HRO TODAY MAGAZINE
| MAY 2018
communications at Cielo.
In this challenging environment, embracing transparency
and authenticity when developing a cohesive brand story is
the key to success. " Transparency, truth, and accountability
are disciplines that we need to be better at-and this must
start with both a clear vision and an ability to tell our stories
in a relevant and authentic manner, " Curlewis explains.
Organizations that are able to develop a unique and
authentic voice that connects with their audience will be
rewarded with higher engagement and loyalty to their
brand. Browne & Brand's Chief Marketing Offi cer Michelle
Talbot says, " If the story is compelling, it not only gets
attention but will get people excited to be part of your
company. We all want to feel part of something with likeminded
people who are either working toward the same
goal or are compelled to support the mission a company or
brand is putting forth. This affects employee engagement
because the brand story becomes their story, and they will
want to do good by it and spread the word. "
Greatness Defi ned
What defi nes great brand storytelling? According to
Curlewis, " Good brand storytelling means you have a clear

HRO Today May 2018

Table of Contents for the Digital Edition of HRO Today May 2018

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