Social significance of corporate storytelling

On every company's agenda these days is the item CSR. Very responsible indeed. Unfortunately, everyday practice shows that many companies do not display CSR in more depth than a sustainable slogan on the website and a battery of hybrid cars in the car park. However, those who choose CSR with head and heart, choose for a fundamental reorientation of their organisation and more. They have a story to tell. Corporate storytelling helps with that.

Sustainable production, attention for people and society, people, planet and profit - most organisations today have a similar slogan in their mission and vision. And that is good. That is even fine. After all, everything that is good starts with heartfelt intentions. But then. Who determines what is socially responsible? And how far does that responsibility extend? To illustrate, a simple observation shows that of all the managers living in my neighbourhood who drive a company hybrid, only two have a plug socket stuck to their fronts. For these others, Corporate Social Responsibility apparently equals Fiscally Attractive Driving. I can see that, but so can others. So how credible are you as a company?

A good and honest story

But let's just call these examples teething troubles. Because CSR is the future, that much is clear by now. With the ultimate challenge of a fully circular economy. But the latter certainly requires a fundamental reorientation of business models, for example. This requires that CSR is included in the DNA of organisations. And everyone within those organisations, from the top to the bottom, must be willing to confirm this with all the love and full conviction. Including the managers with their hybrid vehicles. Because it is a good and honest story. Because it appeals to our sense of authenticity. But a story is not one to be hushed up. A story must be told and shared.

Essential anchor function

When propagating an organisation's sustainable mission and vision, corporate storytelling can have an essential anchor function. After all, in the corporate story, the ambitions are stated and the course for the coming years is set. Viewed in this way, the corporate story is the inspiring starting document for an organisation-wide transformation. The corporate story is then worked out in stories by, for and on behalf of the organisation, which only makes the corporate story more valuable, more credible and more convincing. How do you approach this? We are pleased to give you 5 tips that can help you a long way.

1. Write in the language of your target group

Regardless of who you want to enthuse about your sustainable organisation, whether it is your employees, customers, stakeholders or suppliers, the trick is to formulate a corporate story that touches all their hearts. You understand, terms like profit maximisation or shareholder value have no place in it.

2. Visualise your sustainable dream ambition

The usefulness and necessity of CSR is clear to everyone. But what does that mean in practice? How do you see your organisation in five or ten years? Take your audience along, sketch them your sustainable ambition in your corporate story. If you can make them experience it, you can also make them believe it.

3. From corporate story to storytelling

Storytelling is the continuous addition of new stories to your corporate story. If you do it right, these personal stories - of employees and customers - form a credible bridge with society and your corporate story. Such a lively and meaningful corporate story is the logical next step towards your sustainable organisation.

4. Use personal stories

Abstract language will not captivate or engage your audience. On the contrary. Sometimes it can help to enliven one or more aspects of your corporate story with personal stories and anecdotes. It helps people to get a more reliable idea of what you mean, which also helps them to place your sustainable message in their own lives.

5. Talk about your setbacks too

Sometimes ambitions and good intentions turn out differently than expected or hoped. Building a sustainable world is a path of pitfalls. Don't hesitate to tell about them too. After all, it shows strength and perseverance that you are willing and able to adapt when circumstances demand it. In the end, that delivers a much more credible story - and goodwill.

Getting Started

Do you want to start storytelling right now? You can start by taking a look at our websites storytellingpeople.nl, storytellingpeople.com or corporatehistory.com

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For more than 30 years Storytelling People has been recording corporate stories and bringing them to life with storytelling and community building.

Storytelling makes the abstract corporate story accessible in stories by and for people.

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