Stories are the way that humans make sense of the world. When your colleagues ask you about how you spent your weekend, you don’t start with facts and figures. You tell them stories.
Storytelling isn't a new concept, marketers have been telling stories for years through advertising to create empathy, buy-in and a sense of connection. A good story can simplify complex messages. And scientific studies even show that our brains become more active when we hear stories.
So as worksite wellness professionals, how do we take advantage of this powerful communication tool? To start, collect stories. Give your employees a way to share easily share success stories – put a link on your Intranet, wellness portal or use printed forms. If you find it difficult to gather stories, create an informal "wellness awards" program so that employees are encouraged to share their own accomplishments or a co-workers healthy achievements. It's important to remember that sometimes, just regular people, with a couch potato lifestyle or a family history of high blood pressure, can be inspiring and encouraging.
Next, share the story. The following are five elements of a good story that can help you engage and connect with your employees.
- Emotional. People are moved by emotion – whether it's humor, inspiration, sadness or joy – it helps drive behavior.
- Interesting. Stories should be real and simple but bring up something interesting and meaningful. Everyone has a story to tell - it's up to you to find a way to make it relevant.
- Plot. A story isn't a story unless it has a beginning, a middle and an end.
- Moral. Great stories have an overarching message or moral. Decide on your major message and repeat over and over in all your wellness communication efforts.
- Heroic. Engaging stories have an active struggle - the protagonist takes action to defeat the antagonist. It's that vulnerability that resonates with other people.
Have you seen the power of storytelling in your organization? Please share below.
