Corporate Storytelling : En kvalitativ studie om Corporate Storytelling som kommunikationsverktyg för förmedlandet av intern kultur till nya medarbetare i designbyråer

Purpose: The purpose of this study is to examine how and if an organization is using the phenomenon Corporate Storytelling as a toll for communication to spread internal culture to new employees. Method: This paper is based on a qualitative approach where semi structured interviews together with computer-aided interviews are used for data collection. We applied theories from scholars and scientific research to form a theoretical framework, which we analysed together with the empirical data that been gathered. Conclusion: Through our analysis we have come to the conclusion that Corporate Storytelling is a complex concept that is not used with awareness of the organization leader when the internal communication concept is designed. According to one of the results from the essay we have been able to identify the need a formal use of Corporate Storytelling as a communication tool and that the need is increased with the amount of employees in an organisation and according how long the organization has been existing. The stories need to be true and reliable to create the right message and for the employees to be able to establish in the reality of the organization. Another conclusion that is made out of this paper is that during the recruitment process the use of Corporate Storytelling can contribute to a faster and more effective process to be implemented in the organization culture. The benefit of a shared culture increased the value of well-being and leads to a longer employment and reduces the risk to recruit the wrong person