Powerful Stories Information

Let me start with a definition of sorts. A good brand tells a powerful story. A great brand gives people powerful stories to tell. And an extraordinary brand an Apple, a Virgin, a Rolls Royce IS the story. Thats not just true of consumer and corporate brands. Its true of Employer Brands, too [] The human being alone among creatures on earth is a storytelling animal: sees the present rising out of a past, heading into a future; perceives reality in narrative form. (Novak, 1975) What impact can storytelling have on organisational development and growth? As I have tried to demonstrate throughout this series of articles, story is perhaps [] When Fortune magazine describes an organisation as the most innovative company in America for six years in a row, theres a good chance it can teach us a thing or two about employer branding. All the more so, perhaps, when the company in question is a recognised leader in its sector and was using the [] Employer Branding and Linguistic Mediocrity: Whose Fault Is It? I have in front of me the brand guidelines for one of the UKs leading not-for-profit organisations. It contains over 50 pages of detailed rules relating to design, layout, use of colour, typography, photographic principles, illustration styles, grid templates and logo placement. But what does it have to say about the use of language? Well, [] Recruiters, Can Your Story Be Trusted? Imagine a world where the majority of your employees simply dont trust your organisationwhere your business and recruitment marketing activities are viewed with increasing suspicion and where nearly two thirds of people will question the credibility of statements made by your CEO and other organisational leaders. A nightmare scenario? Sadly not. As the 2017 Edelman [] I recall presenting some draft graduate brochure copy to the HR manager of a major multinational in the cosmetics sector. Its great, he said. It covers everything we need to say about the company, its values and its working environment. Short pause. Of course, its all crap. ...