From Spreadsheets to Stories

May ‘24

From Spreadsheets to Stories

By People Sorted

Since the dawn of time, we’ve used stories to connect, teach, and inspire.

But in today’s world of information and data overload, standing out requires a powerful skill…

Storytelling!

Stories Outperform Data Dumps

While data is crucial for businesses, raw numbers often fail to resonate when shared on their own.

I mean, it’s hardly fun looking at a 1000+ row spreadsheet, is it!?

In fact, did you know that (according to the Stanford Business School) only 5% of people remember statistics, whereas a whopping 63% remember stories?

Stories spark emotions, build empathy, and make information stick.

So, you don’t need to be a brain surgeon to work out which one has endless possibilities!

The Science Behind Storytelling

When you hear a story, your brain lights up and releases oxytocin (a hormone that fosters trust and connection), making you feel closer to the storyteller AND the information being shared.

What’s even more fascinating is that the brain activity between the storyteller and listener synchronises – so the listener’s brain starts to mirror the storyteller’s experiences, increasing engagement!

Cool huh!

Data, on the other hand, often leaves us cold, bored and… well… detached.

I know which one I’d choose!

So, how do you craft a powerful HR story?

Let’s face it, no one wants to be drowning in spreadsheets or presenting data as a jumble of numbers and charts, so if you can uncover the ‘why’ behind the numbers and transform those rows and columns into awesome stories, you’ll spark engagement, drive strategic decisions, and ultimately fuel organisational success!

Data literacy is magic!

It really is the cornerstone of great storytelling: Understanding your HR data analytics – and I mean, really understanding it – is the key to unlocking insights and telling brilliant stories that drive strategic decisions and impact talent management, compensation, and development initiatives.

Data will talk to you if you’re willing to listen.” 

(Jim Bergeson)

The 5 key elements to great storytelling

For a story to be weave its magic, it must be;

Simple: Easy to understand and follow.
Persuasive: Conveys a clear message and leads to action – think ‘lightbulb’ moments!
Credible: Backed by data, but not bogged down by it.
Emotional: Connects with your audience on a human level (we are HUMAN Resources after all!)
Actionable: Offers a clear takeaway or next step. Think about what – so what- now what?

My framework for creating brilliant stories using HR metrics

Geek: Before diving in, gather data relevant to your story. Focus on what clarifies and gives meaning to your message ( don’t just collect everything and anything!). Ask yourself “why am doing this?” and “what do I really need?”
Hook: Make it interesting! Use visuals, videos, or even let people participate to grab attention and boost memory.
Plot: Just like any story, your data presentation needs a clear beginning, middle, and end. Guide your audience on a journey.
Edit: Large amounts of data and jargon are confusing. Simplify your language and use visuals to make your message clear for everyone.
Tale: Open your story with relatable examples or quotes from real people and let them understand the “why” behind the numbers. This personal touch will help your audience connect.

Data by itself is so dry.

(Jonathan Priestley, SVP MultiTaction)

A Real- World Example of Awesome HR Storytelling

Spotify used user data to create visual storytelling and awesome content marketing to deliver music highlights at the end of the year.

And it’s now become an annual trend known as Spotify Wrapped!

So, how can you apply the Spotify Wrapped approach to your people metrics?

HR leaders can also harness the power of storytelling by encouraging employees to share their own experiences. This fosters empathy, builds trust, and provides valuable insights into employee sentiment.

And let’s face it, you don’t know if you don’t ask!

The goal is to turn data into information, and information into insight.” 

(Carly Fiorina)

Developing Your Storytelling Skills

To become a masterful storyteller, HR leaders need to hone several key skills:

Business Acumen: Understand the financial and strategic context of your business.
Communication: Master storytelling techniques, data visualisation, and presentation skills.
Consulting: Develop problem-solving and project management skills.
Relationship Building: Become adept at stakeholder management and identifying sponsors for your initiatives.

By embracing storytelling, HR can move beyond data dumps and forge deep connections with employees and leadership.

It’s not only a powerful tool for championing HR’s value and driving positive change within the organisation, but also great for your personal brand and your career!.