3 ways to help workers invest in your brand purpose

Employees now expect leadership to step up and speak authentically about issues like corporate citizenship, social justice and even workplace wellness.

Here’s how communicators can help exceed those expectations and energize their colleagues:

1. Seize the storytelling opportunity.

“Don’t just be a messenger, be a leader,” says Katherine Cheng, head of global and community impact at Expedia in a recent Ragan Training video. “Communicators have an opportunity right now to help make the world a better place.”

Why is this such an opportunity for communicators, in particular?

“I believe in the power of storytelling—and nobody does it better than communicators,” she explains. “They know how to articulate stories around social impact in a way that’s meaningful, emotional and more than just a business imperative. Without the storytelling piece, you can’t really inspire and activate people around social impact issues—including your employees.”

2. Align with your business and people.