In Part 1 of the series, we explored the “why” of storytelling–the powerful emotional connection that primes your listener for the information you want to deliver. Now we’re going to explore the “who.”

It’s easy to assume that storytelling is the domain of marketing and communications, and while they certainly have a responsibility in telling the story of your brand, I’m going to assert that everyone in your organization has a role to play in storytelling. Consider the premise that storytelling is a more persuasive engagement tool than just presenting facts and figures (See Part 1). Creating a connection creates investment. Let’s consider where storytelling can be effective:

Executive leadership: external and internal communications–setting the voice of the organization, board and investor relations, talent development, employee engagement, vision casting

Sales: client proposals; contract renewals and expansions

Talent Acquisition: your value proposition for talent attraction and recruiting

People Managers:  talent engagement and development

Employees: brand  ambassadors

So maybe the question is not who should be a storyteller, but rather why everyone isn’t?

Connect to learn more about our Tell Me a Story curriculum and workshops.