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Whats a staple of corporate websites, a mainstay of new hire orientations, and can sometimes be spotted in its
native habitat, the press release boilerplate? A companys story, of course. As entertainment business guru Peter
Guber said, the ability to articulate your story or that of your company is crucial to almost every phase of
enterprise management. It works all along the business food chain.
Company storytelling is ubiquitous and hardworking. When done well, it can bolster customer and employee
engagement, corporate reputation and the bottom line. Here are four steps for crafting a compelling narrative
and getting the most out of it, starting with a companys first stakeholders: its employees.
Step 1: Inspire
Step 2: Equip
Step 3: Align
It may initially seem counterintuitive, but the best way
to ensure all employeesacross business units,
geographies, roles and languagesare aligned
around a common corporate story may be to first
acknowledge that were not all the same. Employees
have divergent communications preferences and
learning styles. Deliver your story through multiple
formats and channels. Think about written scripts, audio
files, videos, slide presentations, infographics, managerled discussions, practice sessions for customer-facing
employees, and so forth.
2016 Edelman
Step 4: Activate
About Us
Edelman Employee Engagement helps organizations accelerate business performance, delivered by highly
engaged and trusted employees. For more information, visit us at ee.edelman.com or follow us on Twitter at
@EdelmanEE.
2016 Edelman