How great employee storytelling creates strong employer branding

An organization’s employees are its greatest resource. They’re ambassadors of culture, drivers of change and ultimately the people who define a company’s essence both internally and externally.

At Ragan’s Social Media Conference earlier this year, Kara Hendrick, associate director of employer branding and employee experience at Chewy.com, told the audience that it’s on communicators to give employees the pathways to share their stories. Doing so can go a long way toward building a robust culture and an enviable employer brand.

“If someone is proud to work at your company, give them a way to say it,” Hendrick said. “Whether it’s a shareable graphic when they get promoted or a sample post on their work anniversary, that content becomes a gift — recognition they want to pass along. And when they do, the authenticity of their message drives connection far beyond anything the brand could do alone.”

She added that while it might seem like telling employee stories is a basic enough task for communicators, there’s a strategy behind the move that ties back to the bottom line of the business.