“Make the personal.” the is the mantra of Mike Swinford, the CEO of Numotion, and also it is the guiding rule behind our emphasis on organization storytelling both inside and also outside our organization.

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As a provider of complex Rehab an innovation (CRT), Numotion helps civilization with physics disabilities actively participate in daily life. However not all of our 2,400 employees communicate with our client directly and experience the physical and emotional affect we make first hand. Once I would read about other great company cultures, it was clear the a feeling of purpose need to be shared by employee at every level and every location, and also this to be our challenge. Bridging the void was crucial to bringing our mission come life for all our employees, especially those in the earlier office, and also keeping them motivated to contribute to our common goals.

We thrived by harnessing the strength of interior storytelling. Below is some insight into just how we did it:

Business Storytelling

As Harrison Monarth described in Harvard service Review, “Data have the right to persuade people, yet it doesn’t accumulate them come act; to do that, you must wrap her vision in a story that fires the imagination and also stirs the soul.”

CRT changes the lives of human being with disabilities in extensive ways, so share our client stories has actually been integral to the method we industry Numotion externally. We didn’t have to invent a new strategy to lug our employee closer to the emotional experience, too – it was simply a issue of making sure those same stories – and an ext – were passed along internally.

Internal storytelling is one effective method to develop company culture and motivate employees, especially if her workforce is dispersed and also doesn’t all have actually a direct connection to the customer.

What can easily be overlooked, though, is the strength of happen employee stories into that content calendar. Employees’ health and also happiness are concerns at Numotion and also everyone is urged to learn and also grow. Over there are great examples of the in action all around us – that was simply a matter of committing come collecting and sharing them.

Example: In 2017, we had actually an employee lose everything she own in a home fire. Under the direction of ours CEO, our teams from roughly the nation rallied together to change some of she family’s most valued possessions. That initiative to assistance her was outstanding, yet then sharing her story throughout a live, company-wide video clip conference so everyone might participate in the “big reveal” is what did wonders for employee morale nationwide.


For internal marketing to it is in credible and effective at fostering agency culture, it have to be consistent. ~ a while, employees should understand what come expect and also when. You’ll discover the sweet spot for how regularly to communicate with employee by experimenting and asking because that feedback till you get it right. Then develop a schedule and also stick come it.

Consistency also means that you’ll constantly need brand-new stories in the pipeline. Never ever send one the end without a call-to-action for more. Make it basic for employee to send their very own stories (anonymously if desired) and follow increase on each of them to recognize the best ones come pursue.

Example: at Numotion, every Monday ours Intranet functions a profile of an employee listed below the manager level, and it is consistently the many read component of our inner communications. Specifically, we found quickly the employees find an excellent satisfaction in learning about their colleagues’ background, personal interests and motivation to work at Numotion.

Every Friday we also post a client or occasion photo to help employees visualize the great work being done and also feel prefer they are part of other bigger 보다 their very own day-to-day responsibility. Employees can likewise count top top receiving a monthly internal email news that includes expanded customer and employee stories.


Once you accomplish momentum, interior storytelling can conveniently mushroom many thanks to well-meaning and enthusiastic proposal from colleagues. This is where emphasis comes in. We just can’t carry out everything and do it well. No one does informing every story and also communicating top top every platform efficiently move us toward our objective.

Before implementing an internal marketing plan, plainly define your objectives, audience, capabilities and also tactics. Closely consider whereby you have to spend your time. Climate implement the campaign and also stick to it till a predetermined suggest of evaluation. Continue to be flexible enough to incorporate suggestions from her employees (it’s where several of the finest ideas originate) yet without diligently remaining the food you might dilute your results and also will have challenge effectively gauging your success.

Stay focused. Telling every story and also communicating top top every communication does not successfully move us toward our objective.


Employees space inundated with interaction from numerous different sources. For interior storytelling initiatives to be successful they must reduced through the clutter and feed a range of preferences.

Example: To communicate our spread employee base, we make use of our exterior website and also social media (encouraging every employees to actively follow both), Intranet and also internal newsletter, national management conference and monthly leader-to-leader calls. At our national management conference every conference is attached to a customer story, while our monthly leader-to-leader calls always begin through one. You can’t copy and paste the very same story right into multiple vehicles – customize with a video on the website, a compose up ~ above the Intranet and also an in-person presentation in ~ the leadership conference, because that instance, come take benefit of each channel.

Evaluate and also Adjust

Anything the marketing team is safety time on have to be fine-tuned at consistent intervals. Evaluation data is especially useful in acquiring leadership buy-in and providing proof of effectiveness. Outcomes of inner marketing efforts can be complicated to measure and also the tools used for testimonial will differ depending upon the campaign and business.

Example: in ~ Numotion us track one Employee net Promoter Score (eNPS), Numotion Employee Opinion inspection (NEOS), retention numbers and also anecdotal feedback. Utilizing the eNPS and also our NEOS inspection we gauge whether employees feel accordingly communicated to, v anecdotal feedback we can add color come the data. In combination these tools help us ensure the our interior storytelling initiatives are impacting our employees and also highlight potential adjustments.

Here’s the bottom line.

Internal storytelling is one effective way to build company culture and motivate employees, particularly if her workforce is dispersed and doesn’t all have a direct link to the customer. To create or broaden an interior marketing project you need to start through the end in mind. What carry out you want to accomplish? What feeling space you trying to instill in employees to attach them physically and emotionally to the exact same mission or objective?

Once you acquire going and see results, it is simple to come to be complacent. Keep daunting yourself to raise the bar and also engage the people roughly you to keep the effort going. There are always bigger, better and different ways come tell the story at the heart of her business. Find them, share them and watch how well they energize your team.

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