If you have a disengaged workforce, chances are that your employees are just not aligned with your vision and purpose.
Sure, there are numerous other factors that impact engagement, ranging from remuneration, benefits, line managers, internal policies, macroeconomic situations and much more. But if you had a magic wand and were able to fix all of these issues, disengagement could still linger if employees do not truly resonate with what their companies stand for.
As 2024 almost comes to a close, do we need to start gearing up for a Great Resignation 2.0? The key to addressing this lies in the power of strategic narratives.
Understanding the Disconnect
We recently found out that only 35% of employees are satisfied with how their workplace communicates with them. On top of that, a whopping 61% of employees say that they would consider changing their jobs because of poor communications from their employer.
This fall, Staffbase partnered with USC Annenberg to publish the Employee Communication Impact Report 2024 where some of these numbers were revealed. When 1,000 employees and 20 Chief Communications Officers across major U.S. Organizations say that poor communications is a glaring problem, then I can’t help but think about how this impacts morale and engagement in the workforce.
When organizations do not communicate clearly with their employees, many rely on receiving information from external sources—37% report getting company news from the internet, “grapevine,” or social media.
I believe that simply defining a goal and announcing it to employees is just not enough. As a new generation of workforce emerges, this becomes even more important. Employees should not only simply understand their company’s mission, vision and values – they need to care about it.
That’s why understanding the science of storytelling and harnessing the power of strategic narratives is imperative for any company.
Narratives Are More Important Than You Think
This is especially true when it comes to boosting employee engagement and morale. In my book, The Narrative Age, I often highlight the difference between ‘stories’ and ‘narratives’.
Simply conveying the goals of your organization to employees can help build distracted awareness. That’s because stories are always about you – about the company. It’s inward-looking.
But if you harness the power of narratives, you start to build empathy, understanding and alignment with your workforce. They will gradually start to understand why you do what you do, and how their daily tasks align with the goals you have painted on the walls of your office building. They turn from words into actual meaningful concepts. That’s why I always say that stories are about the storyteller. Whereas narratives are about the audience and how it makes them feel.
Stories can form elements of a narrative, but many companies often rely on isolated stories and disjointed communications tactics to convey their purpose and value. In order to motivate and engage employees, companies need a powerful narrative that’s built over time and thought about holistically.
A cohesive narrative not only provides clarity but also fosters a sense of belonging among employees. When employees see themselves reflected in the organization’s narrative, their commitment deepens.
Leaders have a key role to play in helping shape this.
Practical Advice for Leaders
A powerful narrative needs to align with business goals. They need to be truthful, transparent and done with integrity. Here are some practical tips for leaders as they think about sharpening their narratives for better employee engagement.
- Map Existing Narratives: Whatever story you tell, it needs to resonate with the existing narratives people have in their minds. That’s why it’s crucial to understand your audience’s existing beliefs. Which narratives already exist within your organization? A narrative map can help identify which narratives can be reshaped and which are deeply embedded in the company’s culture.
- Craft Compelling Stories: Use storytelling to highlight the organization’s journey, challenges, and aspirations. Stories aren’t the whole picture, however, they are critical in helping build narratives over time. Use them strategically and thoughtfully.
- Communicate with Empathy: It’s a no-brainer that recognizing differing points of view is vital. Leaders need to approach communication with empathy, ensuring that employees feel heard and understood. This helps to build trust and motivates employees to align with the organization’s goals.
- Foster Continuous Dialogue: Encourage open communication channels where employees can share their thoughts and feedback. This not only enhances engagement but also helps leaders adapt their narratives and change course as needed. Continuous improvement and adaptability shows that employees have their voice heard and this builds credibility and trust long term.
Getting Honest With Ourselves
Harnessing the power of strategic narratives plays a critical role in shaping employee engagement and retention. But the first step towards this is acknowledging the current state. The Employee Communication Impact Report can be a great reference point as you think about employee engagement. You can use these data points, along with some of the concepts about strong narratives that I mentioned from The Narrative Age, to truly enhance employee engagement through stronger communications.
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ABOUT THE AUTHOR
Frank Wolf
co-founder and Chief Strategy Officer of Staffbase
Frank Wolf is the co-founder and Chief Strategy Officer of Staffbase, an employee and corporate communications platform that has inspired more than 2,200 of the world’s leading organizations. With over 20 years in the communications field, Frank has contributed to the Forbes Communications Council and various thought leadership platforms. He lives in Dresden, Germany, with his wife and two teenage daughters.
