From cave drawings to social media memes about a rotting corpse flower, people have been telling stories for thousands of years.
But have you ever wondered why we tell stories?
Because they help us make sense of the world.
And when things make sense, we’re able to understand. And once we understand, we connect better with people.
Storytelling is about making connections.
From Frankenstein to Lord of the Rings to workplace narratives, it’s more than a creative tool. This is why more and more HR teams are leveraging the use of stories to get employees to buy into their organisation’s narrative.
And that’s never been more important than now.
Because today, leaders and organisations are finding it increasingly difficult to engage and connect with employees. According to Gallup’s 2024 State of the Global Workplace report, only 23 per cent of employees are actively engaged at work globally, with approximately 60 per cent “quiet quitting”.
Think of storytelling as more than just a communications tool. It’s a strategic way to reinvigorate organisations that are finding it hard to connect with employees. When crafted authentically, internal communications can connect, inspire and motivate which helps retain and attract talent.
Just make sure your narrative is genuine, aligns with business goals, is transparent and is delivered with integrity.
In this blog, we’ll explore the science behind why storytelling works in an organisation, the art of storytelling with some examples, and some tips on how to build a story in your organisation.
Neuroscience helps us understand why stories pack a punch.
They fire up oxytocin, known as the "trust hormone" and release dopamine, boosting both memory and motivation. Even more fascinating, this syncs the storyteller's brain with the audience’s which makes the story stick.
So when you use a narrative to communicate instead of just rattling off bullet points or facts, it triggers a unique mix of brain chemicals and shared mental patterns. It’s why a story in a newsletter about how a sales team stayed up late to meet a client deadline lingers longer than an email about it the next day. Stories create an emotional bridge that encourages trust, teamwork, and genuine buy-in.
The art
Famously, when President John F. Kennedy visited NASA in 1962 he bumped into a janitor. The President asked about his role and the janitor responded, “I’m helping put a man on the moon.”
That’s storytelling in action—finding purpose in even the simplest tasks.
At the core of storytelling lies a simple premise—we all think we’re part of something bigger.
That’s why employees want to know their role matters. If you frame day-to-day tasks in a compelling narrative, monotonous chores become meaningful responsibilities.
So a customer service representative isn’t just answering calls—they’re forging genuine human connections. A software developer isn’t just typing code—they’re solving tangible problems that shape lives.
Consider the difference between the following approaches to sharing an update with your team:
“We’re introducing a new wellness program in response to your request.”
VS
“Sarah—a customer service representative struggled with burnout for weeks until she came to us about her issue. Sarah’s narrative detailed her journey that not only solved a critical challenge for her team but also opened up an entirely new program, helping bring employees back to the office and improve their well-being at work”
The second approach does more than just inform everyone about a new policy. It humanises, provides context, and forges an emotional link with employees. It also shows that those who champion meaningful changes get recognised, which can spark others to do the same.
The art of organisational storytelling is a dance, requiring far more than data points and corporate spiel.
It’s not about manufacturing perfect narratives, but about creating genuine connections. It requires a holistic methodology that goes far beyond traditional communication strategies. Here are some proven strategies to get started with effective organisational storytelling:
Map existing narratives—start by mapping existing stories in your organisation. Once you know what’s out there, you can decide which ones to reshape and which are so ingrained that they already reflect your culture.
Visuals and analogies—use visuals and analogies to breathe life into abstract or complex ideas. A short video or a well-chosen metaphor can make lofty concepts far more accessible and appealing to a wide range of learners.
Draw from experience—use yours or the experiences of leaders and colleagues. Customer success tales, employee testimonials, and real life examples of innovation or resilience reinforce your organisation’s values and show how people live them day to day.
Communicate with empathy—when employees feel and trust you understand their perspective, they’re more motivated to embrace your organisation’s story and purpose.
Foster continuous dialogue—keep communication channels open so employees can shape and buy into the narrative you’re creating together.
Organisations walk a fine line between genuine storytelling and hollow messaging. Staying transparent without losing sight of business goals requires both care and honesty. Success happens when employees are treated as co-authors in the story, not just spectators.
The future of organisational communication is human first. We’re moving beyond a world where employees are treated as profit and not people.
So for communications professionals, our role is less about issuing memos and updates and more about telling stories that spark genuine connections and drive everyone toward a shared purpose.
Martian Logic helps HR teams capture and share the stories unfolding inside their organisations. Our intuitive HRIS goes beyond managing data—it lets you highlight achievements, milestones and personalise your communications so employees feel genuinely seen. Ready to see how storytelling can fuel engagement and trust? Contact us today and discover how Martian Logic brings your organisation’s story to life.