By: Jessica Murillo, Managing Consultant, Engage
In our blog, The Power of Why we talked about how purpose-driven internal communication can drive meaningful behavior change. But knowing why you’re asking employees to take action is only half the equation.
The other half? Knowing how to tell that story in a way that motivates, connects, and builds trust.
Storytelling in employee engagement isn’t just about crafting messages; it’s about shaping narratives. And the best stories—the ones employees remember, repeat, and respond to—are honest, relevant, and tailored. When employees can see themselves in the story, they’re far more likely to connect with it and take meaningful action.
What story are you really telling?
Too often, internal employee communications read like a script written by legal or compliance—with a neat, polished ending and little explanation about why the story matters. But your people aren’t just passive readers. They’re the protagonists of your employee experience.
For example, let’s look at a seemingly mundane policy update—like changes to the expense reimbursement process. You could tell employees what’s changing, give them a deadline, and move on. Or, you could tell the story of why it matters:
“Every year, our company spends thousands of hours reconciling expense reports. When you follow the policy correctly, it saves time, reduces costs, and helps us invest more back into the programs that matter to you.”
That narrative invites employees into a shared goal. It connects their daily actions with company-wide impact and business outcomes. And it’s far more compelling than a bullet-point list of do’s and don’ts.
Setting the right narrative
When you’re the one shaping the story, you set the tone. Will your employees walk away feeling informed and empowered—or skeptical and frustrated? Will they trust the narrative, or tune it out?
It’s tempting to wrap every announcement in a bow. But employees can spot inauthenticity a mile away. In fact, they’re more likely to engage with a message that’s transparent, and human than one that’s overly polished.
Let’s take the example of a return-to-office announcement. You could say, “We’re excited to welcome you back to the office as we embrace our new hybrid future!” Or you could tell the more honest story:
“We know that returning to the office isn’t easy for everyone. But we also know that some teams thrive when they can collaborate face to face. Our new approach is about flexibility, connection, and finding a balance that works for both the business and our people.”
The second version doesn’t ignore the challenges—it acknowledges them. That’s how you build trust and foster real engagement.
Re-examining your audience
Crafting the right story also means knowing who you’re telling it to. It’s easy to fall into the trap of segmenting employees by department, title, or location. But those categories often miss the nuances that shape how people receive and respond to messages.
A 25-year-old new hire in finance will likely experience the workplace—and your communications—differently than a 20-year veteran in sales. The same is true across gender, cultural background, family status, and more. These lived experiences matter, and they offer context that can help you shape more inclusive, more resonant stories.
Take travel policy awareness as an example. You might assume that director-level employees know the policy inside and out. But what if they’re new to the company? Or their role has rarely required travel until now? A one-size-fits-all email won’t meet them where they are. But a short video walkthrough or peer-led testimonial might.
Understanding the full context of your audience allows you to write better stories—and avoid leaving key characters out of the narrative entirely.
Rethinking your creative
Even the best stories fall flat without the right delivery. Today’s employees are busy. Attention spans are short. The competition for mental real estate is fierce.
That means your story isn’t just about what you say—it’s also about how you say it. A well-designed, thoughtfully produced employee engagement campaign can make all the difference.
Let’s say you want to introduce a new workplace benefit. Instead of a 12-page PDF or a long-form email, break it into five 60-second videos—each one addressing a specific question or scenario. Then promote those clips across the channels employees already use: Slack, Microsoft Teams, digital signage, and the intranet.
Think of your communication platforms like stages. Your intranet is the main stage—but employees have to choose to visit. Social platforms, email, and signage are your satellite stages—smaller but more accessible. To tell a compelling story, you need a strategic mix of content types delivered through a thoughtful multi-channel communication strategy that draws people in and keeps them engaged.
Let us help you shape your story
Every organization has a story. The question is: are you telling it in a way that resonates?
At Advito, our Engage team specializes in internal communication strategies– helping companies rewrite the script—transforming policy updates, change management initiatives, and day-to-day messaging into clear creative campaigns that connect with employees on a deeper level. Contact us to help you rewrite the script —so employees don’t just read your message, they see themselves in it. Whether you’re rolling out a new hybrid work model, updating travel guidelines, or launching an employee recognition program, we can help you craft engaging campaigns that are clear, creative, and grounded in purpose.