Narrative power can be the CEO’s greatest leadership tool. The most powerful person in your employer brand story is the one at the top — whether they like it or not. And when they don’t own that role? The story starts to run away from them.
Welcome back to the Story-Driven Business Podcast.
Today’s episode wraps up our three-part series on how modern employer branding starts — and ends — with leadership.
In the first part, we talked about shifting the hero role to talent.
In the second, how to turn fluff into story themes people actually care about.
And today — we land on what I believe is one of the biggest untapped levers in modern leadership: The CEO as Chief Storyteller.
This episode is a call to action for every CEO, founder, managing director out there — and for every comms, HR and EB pro listening who’s trying to get their leader to show up:
It’s time to own your narrative.
Because you’re already the face of your culture.
People notice what you post.
They notice what you don’t post.
They notice what you stand for — and what you stay silent on.
So let’s make that presence intentional. Strategic. And magnetic.
Today we’re going to talk about what happens when the CEO steps fully into the role of Chief Storyteller — and why narrative power is the new leadership power in the future of work.
Narrative Power Overcomes The Problem: Missing Leader = Missing Belief
Every CEO already tells a story — even if they never post a thing.
Because silence? That’s a story.
Corporate jargon? That’s a story.
Invisibility? That’s a story.
And here’s what happens when that story is missing or unclear:
Employees lose the thread.
Candidates feel no connection.
Stakeholders drift.
Culture weakens.
Without a guiding narrative, organisations become fragmented. Culture turns into a checkbox exercise. Strategy lacks emotional connection.
And the truth is — a visible CEO is not about ego. It’s about alignment.
People want to follow leaders who believe in something — and can express that belief in a way that moves others.
Episode 198: The CEO as Chief Storyteller: Leading With Narrative Power
Find Story-Driven Business Podcast On Your Favourite Podcast App
Subscribe to this podcast on your favourite app, and you’ll never miss a new episode about modern employer branding!
Better yet, if you love this podcast, make sure you rate it on your favourite podcast app!
Here are some of the platforms where you can find this podcast.
SOUNDCLOUD | SPOTIFY | APPLE / ITUNES | YOUTUBE | GOOGLE PODCASTS | AMAZON MUSIC
The Shift: From Strategist to Storyteller-in-Chief
Now — I’m not saying CEOs should become influencers. Absolutely not.
I’m inviting CEOs and founders to become intentional narrators of the company’s mission, vision and culture.
In the Magnetic Employer Branding Method™, we call this: Narrative Leadership.
It’s when the leader shows up as a guide — sharing real stories that make values, strategy and purpose tangible.
It’s the difference between saying: “We’re customer-focused”
Versus telling a story of when your team went the extra mile for a customer — and why that mattered.
When leaders communicate like this, people don’t memorise values — they start living them.
And this kind of leadership storytelling doesn’t have to be constant or flashy. It just needs to be:
Credible
Consistent
Rooted in human experience
Why Narrative Power Calls For CEOs to Show Up Personally
“Today, people don’t follow companies or brands, they follow people.”
This is really important — because so many CEOs and founders resist this.
I often hear:
“I don’t want to be in the spotlight.”
“The brand should speak, not me.”
“I don’t have time for social media.”
But here’s the reality:
Today, people don’t follow brands — they follow people.
And your personal social media profile — especially LinkedIn — is not about “look at me.”
It’s about: “Here’s why we exist. Here’s what matters to us. Here’s how you can thrive here.”
It’s leadership — not ego.
When the CEO shows up personally, it signals:
- What the company stands for
- What kind of culture you champion
- What kind of people you want on the journey
- How your values are lived — not laminated
And if you don’t show up — others will fill the narrative gap for you. Ex-employees, competitors, media, algorithms — shaping your brand story without your voice.
So this is not about being the star. It’s about being the guide. Clarifying the mission. Setting the tone. Aligning the culture.
And that’s exactly what Donald Miller teaches in his narrative positioning:
- The customer is the hero.
- The employee is the hero.
- You — the leader — are the guide.
And that’s exactly where your voice is most powerful.
Narrative Power in Action
Here’s an example from one of our clients:
They had a CEO who was humble and low-profile. He never posted. Avoided public storytelling.
We worked with him to identify authentic leadership stories — moments that shaped his values, lessons from failure, proud moments seeing talent grow.
He started posting simple, human stories on LinkedIn. Internal teams began referencing his words. Recruits mentioned his posts in interviews. Culture surveys showed stronger leadership trust.
That’s the ripple effect of narrative leadership.
What Should CEOs Talk About to Light Up Narrative Power?
What should CEOs and founders actually talk about to enforce narrative power?
Here’s your storytelling toolkit:
- Founding stories: Why did you start this? What moment changed everything?
- Leadership moments: Hard calls. Lessons learned. Values in action.
- Employee spotlights: Stories of your team living the culture.
- Customer impact: Stories of how your business made a difference.
- Future vision: Where you’re going — and why that matters.
- Culture in practice: What your values look like in real life — not in a slide deck.
These stories don’t have to be TED Talks or essays.
- They can be:
- Short LinkedIn posts
- Comments in a townhall
- An onboarding video
- A podcast interview
- An internal Slack message
What matters is: real stories. Human tone. Consistency.
Where Should CEOs Show Up?
Your leadership story needs to show up where people are listening:
LinkedIn — still the #1 leadership visibility platform.
Internal comms — newsletters, Slack, videos, onboarding.
Recruitment marketing — in campaigns, videos
Employer branding, PR & thought leadership — articles, keynotes, media interviews, podcast guest spots, videos
Even one good story in one good channel can reposition your entire leadership image.
Why Narrative Power Matters In The Future Of Work?
It matters now — more than ever:
The future of work isn’t just hybrid or digital. It’s human.
And in human workplaces, people follow stories — not just strategies.
When the CEO leads with story:
The culture becomes more believable.
The talent brand becomes magnetic.
The organisation becomes more aligned.
And most importantly:
Leadership trust grows.
Engagement deepens.
And your business moves forward with clarity.
How You Can Embrace This Role?
So how can CEOs and founders embrace this role of Chief Storyteller?
Here’s your checklist:
(1) Define your leadership narrative:
What shaped you? What do you believe in? What do you stand for — and stand against?
(2) Connect your narrative to the business mission:
Why do you exist? Who do you serve? How do you want people to thrive here?
(3) Show up consistently:
On LinkedIn. Internally. In interviews. As a guide — not a star.
(4) Share stories over statements:
People forget mission statements. They remember moments.
(5) Be visible, be human:
It’s not about perfection. It’s about presence and clarity
Key Takeaways From This Episode on Narrative Power
- The CEO is the most powerful storyteller in the business.
- Narrative leadership drives culture, trust, and alignment.
- A great employer brand starts at the top — with the stories your leaders live and share.
- Influence today isn’t about being loud. It’s about being real, present and purposeful.
If you lead a company — you already own a story.
The real question is: Are you telling it? Or are you letting others fill the gap with assumptions, noise, and missed opportunities?
In the modern business world, narrative power IS leadership power. When you lead with story — you create alignment, trust, and magnetism around your brand.
And that’s the kind of leadership people follow.
When you want to learn more about leading with story — grab a copy of my book: Story-Driven Employer Branding. It will change the way you see employer branding and what you can and should expect from employer branding in the future of your business.
If you enjoyed this 3-part series, be sure to subscribe on your preferred podcast app — and share this episode with a leader who needs to hear it.
The other episodes:
#197 From EVP to Impact: The D**** of Corporate Fluff
#196 The Talent is the Hero: A Leadership Shift That Changes Everything
This is Susanna Rantanen. Until next time — keep leading with story.
