There’s no denying that “storytelling” has become a bit of a buzz word in recent years.
We’ve seen this label rise through the ranks of populous marketing, communications and employer branding. But it’s not because we’re addicted to story. It’s because now, more than ever, we’re searching for purpose and meaning.
Don’t just take my word for it.
Research shows that candidates today are attracted to a purpose-driven brand up to 41% more than a company without a clearly defined purpose. It makes sense. In fact, it explains why people will line sidewalks and sleep on streets just to get their hands on a new iPhone or Nike shoe.
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