Social and Behavioral Sciences Commons^™

Brand Communications: Why Storytelling Matters, Allison Dunsmore

River Cities Industrial and Organizational Psychology Conference

Stories connect us to places, ideas, and people. When we think of traditional storytelling, we most often associate the practice with cultures representing our personal lives. Corporate brands, however, can also connect with audiences through storytelling. In an ever-changing and challenging labor market, telling stories through “employer branding” can be a powerful tool for reaching talent, especially when those stories are authentic, layered, and represent the lives of real people. When shared in the right places, corporate stories expand reach, widen the talent pool, and pave a path for hiring more diverse talent. The most strategic stories attract more talent, …