Why stories stick #1: The meeting that changed my mind about employer branding 

It’s a tale as old as time—emotive storytelling is key to connection and a powerful tool of persuasion.  

Stories trigger emotions, and emotions make ideas stick. That’s why great storytelling isn’t just nice to have—it’s key to delivering unforgettable messages.  

Think about the world’s shortest story, often (wrongly) attributed to Ernest Hemingway:  

‘For sale: Baby shoes. Never worn.’ 

Six words. One gut-punch of a story. It makes you feel something, even though the details are left to our imagination. We interpret stories in our own way and create emotional connections that are individual to us.  

In this three-part series, I’ll share three stories that highlight the power of storytelling in getting your message across. Because if you can turn the point you want to make into a story, it could be unforgettable.  

Let’s start with the first story—the day I learned that data alone doesn’t change minds.  

The meeting that changed everything  

A few years ago, I walked into a boardroom to present a strategy on why employer branding mattered.

I had my data lined up—retention rates, cost-per-hire reductions, engagement scores. The numbers were undeniable. I ran through my slides, pointed to the evidence, and confidently waited for nods of agreement.  

Instead, I got polite smiles. A few skeptical glances. And then the dreaded:  

‘That’s interesting, but...’ 

I felt the energy in the room slipping away. The evidence alone should have convinced them on the spot. But the data wasn’t moving anyone.  

So, I did something different.  

I told them a story.  

I shared the journey of a candidate—let's call her Sarah.  

Sarah was scrolling through job listings, looking for her next career move. She came across a job she liked, but the company’s career page felt lifeless... uninspiring. The words were generic. The images felt inauthentic. Nothing spoke to her. She was about to move on—but then, she stumbled across a video.  

In it, she saw someone who looked like her, who had a similar background, thriving at work. They spoke about what it was really like to work at the company—the challenges and the wins.  

That one story tipped the balance. Sarah applied, got the job, and within a year, she became one of the company’s most valuable hires.  

I looked around the room and that’s when I saw it—the shift. People leaned in. Eyes lit up. People weren’t just hearing—they were feeling. 

Because now, this wasn’t just data. It was a real person they could relate to and empathize with. 

The lesson? Facts inform. Stories persuade. 

People don’t make decisions based on statistics. They make decisions because of stories. 

To be undeniably compelling, you have to make people feel something. 

Of course, I could have just told you this at the beginning: ‘Stories make messages stick’. And you might have agreed and nodded—but would you have remembered it? Probably not.  

But because I told you a story, you experienced it—and you’re more likely to take my points on-board and remember my advice. 

In that meeting, I realized I needed a better way to structure my stories—one that was repeatable and effective. That’s why we developed our storytelling matrix, a simple yet powerful tool for crafting narratives that persuade. 

Want to tell stories that move people? Download our free storytelling matrix and get started with our tried & tested framework today. 

 
This was the first story in our three-part series. Stay tuned for the next one, the time I tried to win an argument—and failed.  

Ready to hone your storytelling skills? Enroll in our on-demand Storytelling Blueprint course now, and master the skills to craft narratives that captivate and convert.