Photo by Austin Distel on Unsplash
Successful corporate communication is based on authenticity, transparency and emotional storytelling. But how can you generate attention with your own good deeds and at the same time build trust in the long term?
People love stories - they touch, inspire and are remembered. Successful companies know that their products or services are often just the stage for the real protagonists: the people who benefit from these solutions.
An example: A company develops software to optimize work processes. Instead of just emphasizing the technical advantages, it could tell the story of an employee who has gained more time for creative tasks by using this software - and is therefore not only more productive, but also more satisfied. Such stories make the impact of a product tangible and comprehensible.
The most important basis for credible communication is authenticity. It is not enough to do good - it must be communicated honestly and with conviction. Companies should not only report on successes, but also on challenges and solutions. This openness creates trust and increases credibility. A negative example shows how damaging unrealistic promises can be: If customers or employees realize that the values communicated do not match reality, the company quickly loses trust.
A strong corporate brand is not only crucial in the competition for customers, but also for the best talent. Employer branding is becoming increasingly important, especially in times of skills shortages. By involving employees in its social media campaigns, an IT company was not only able to attract the attention of potential customers, but also new talent.
So how can companies “do good” and get others talking about it? Here are some success factors:
Storytelling: Telling stories that touch and inspire. The focus should be on people, the product remains the hidden hero. One example is a campaign by a manufacturer of medical aids that tells the stories of people whose lives have been changed by these products.
Multimedia approaches: Use different channels and formats - from social media and videos to traditional press releases. A successful social media campaign can be supported by authentic insights behind the scenes.
Transparency: Communicate openly, honestly and comprehensibly. Show how your company has a positive impact.
Authenticity: Avoid exaggerations and unrealistic promises. Credibility is crucial.
Involve your employees: Your employees are the best ambassadors for your brand. Let them share their stories and experiences. Examples of companies that have successfully implemented this show how great the influence of internal brand ambassadors can be.
“Do good and talk about it” is more than just a nice slogan - it is a communication strategy that relies on authenticity and emotion. Companies that succeed in telling real stories and reaching their target groups on a personal level will be more successful in the long term.
Would you like to strengthen your corporate communications with new employees? The recruitment consultants at BESTMINDS can support you with over 15 years of experience and an extensive network. We help you to recruit highly qualified specialists and managers in our core sectors of medical technology, healthcare, life sciences / pharma and IT / media. Contact us for a non-binding initial consultation - together we will find the right solution for your company!
