Governance
Using Three Cs To Craft HR Narratives That Resonate With Management
By Prof. Kellen Kiambati
In the human resource space, storytelling is not about what you say, rather it is about how you make others see themselves in your narrative. Every interaction is a chance to build connection, not just a transaction because stories truly move the world. Using the three( 3) Cs of storytelling namely Context, Character, and Channel can turn raw human resource data into compelling stories that resonate with management, drive engagement, and support strategic decision-making.
The first C is about context where HR experts are expected to define their core message using one catchy statement, explaining why people they are communicating to should care and what they are uniquely contributing. This is done through demonstrating the issue, stakes and importance of their story. The focus is on communicating why the story being told matters and most important, build credibility using clarity because if the targeted audience cannot summarize the story in ten seconds, they turn their attention to other issues. For example, narrating why employee retention is a top priority, HR experts can present data on increase in voluntary turnover and how the turnover is impacting productivity and increasing hiring costs while highlighting the root causes and offering strategic solutions to improve retention.
The second C is Character focusing on the emotions that should be evoked and feelings over facts. Human Resource experts should consider what they are exactly seeking to achieve with their narrative. Is it to have their audience to feel educated, curious, inspired, or connected? To extend further, on a personal level, is to ask if they want to have brand virtuous, relatable, or visionary. Sometimes, the story can also have a character that helps to have collective progress and not just Corporate Social Responsibility( CSR). Most important is to ensure authenticity by aligning their tone with emotions so as to build trust because usually people forget what is said, but they remember how they were made to feel. For example, talking about employee engagement scores and actions like mentorship programs leading to a feeling of being valued and eventually employee promotions.
The final C is Channel which means ensuring HR speak to the language of the platform they use to tell their story. For example using LinkedIn for professional matters and achievements, Instagram for aspirational and behind-the-scenes stories and Twitter / X for opinionated and concise hot stories and quick tips. A onesize-fits-all approach is likely to drown HR message and so matching the medium to amplify reach is very important.
In conclusion, applying Context, Character, and Channel can easily help HR experts turn raw data into compelling stories that resonate with management, drive engagement, and support strategic decision-making.
Using the three( 3) Cs of storytelling namely Context, Character, and Channel can easily help HR experts turn raw data into compelling stories that resonate with management, drive engagement, and support strategic decision-making.
Prof. Kellen Kiambati holds a BA- HRM from Kenyatta University, MBA from the Kenya Methodist University and a PhD in Business Administration with a focus in Strategic Management from JKUAT. She is a member of the Institute of Human Resource Management of Kenya. She can be reached via: Kellenkiambati @ gmail. com.
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