By Chad Smith – ECD at joyful (award-winning filmmaker + CD)
Your people are already telling the story of your company—are you helping shape that narrative? Give them the mic, the platform, and the confidence to share. Your brand (and your bottom line) will thank you.
Why?
Storytelling isn’t just a component of employer branding—it’s the secret weapon that keeps your culture alive and thriving. Think about the communities you naturally gravitate toward—whether it's the music scene that defined your twenties or the sports team you support with unwavering loyalty. We don’t just admire teams, artists, or leaders—we invest in their stories. We follow their triumphs, their struggles, their behind-the-scenes moments.
That same magnetism? It belongs in your workplace culture, too.
Your employees are your all-star lineup. They have highlight-reel moments, they overcome challenges, and they deliver game-changing performances. And just like professional athletes, they perform at their peak when they feel confident, valued, and seen.
That’s where recognition steps in as a storytelling catalyst. As a longtime documentary buff and filmmaker, I love amplifying stories of grit, resilience, and human ingenuity—turning everyday employees into heroes by showcasing the extraordinary in what they may see as routine. Whether it’s the endurance of a traveling blast crew, the life-saving innovation of automotive engineers, or the quiet, consistent impact of baristas who uplift their communities, inspiration isn’t hard to find—it’s always right in front of us.
COOLEST PART
When you shine a light on your people at their best, they rise to the occasion. Recognition fuels confidence.
Confidence sparks motivation. And suddenly, your workforce isn’t just performing, they’re elevating, exceeding, and bringing others along for the ride. The best part? They feel good about it, because they’re seen. When passion, pride, and purpose are ignited, the sky isn’t the limit—let’s go to Mars.
But here’s the thing: not every brand has the resources or budget for high-end brand films. And that’s okay. Telling a powerful story doesn’t require blockbuster production. What matters most is putting your people at the forefront. Sometimes, it’s as simple as listening to them and giving them the agency to shape the narrative. After all, who better to tell your company’s story than the people living it every day?
We’ve taken this idea into some unconventional spaces, with huge success, experimenting with testimonial-driven storytelling, crowdsourced content, and training internal teams to become their own culture documentarians. And that means they don’t have to hire teams like ours nearly as much.
One of our proudest examples? The Dutch Bros Creative Collective, where we empowered a national team of employees to capture their workplace culture from the inside out.
We gave them creative mentorship, time on the clock to film, conduct interviews, and, in some cases, edit their own content—along with a platform to share their experiences. They documented their daily work, captured candid conversations with their peers, and highlighted what makes their culture exceptional. The result? Authenticity that no agency or external partner could ever replicate. The kind of content that doesn’t just engage, it resonates. It spreads. It builds trust. And when nurtured over time, it becomes a self-sustaining culture asset, reducing the need for constant outside vendor spending.
And if you’re thinking this only works for a young, content-savvy barista demographic, think again. Sure, Gen Z has a natural fluency with content, having had it in their hands since grade school, but we’re currently implementing similar programs with vastly different demographics and seeing the same powerful results. That case study is coming soon!
The reason it works? Because storytelling isn’t generational or job-specific, it’s human. It’s how we connect, share meaning, and inspire action.
Want to make your culture visible?
Your people are your most powerful storytellers. When you equip them with the tools and trust to share their experience, you don’t just get content, you build connection, loyalty, and brand strength from the inside out.
Let’s talk about how to bring your story to life—through your people.