Why Storytelling and Relationships Matter in Today’s Workplace | Insights from Youth Franchise Brands CEO Leigh Feldman

Presented by the University of Oregon School of Journalism and Communication, the panel discussion “Finding a Fit: Communication for Employers and Employees” brought together leaders from companies including Adidas, ZoomInfo, Youth Franchise Brands, Legacy Emanuel Medical Center, and OnPoint Community Credit Union.

The conversation explored the communication skills employers look for when evaluating potential hires—and one theme surfaced repeatedly throughout the evening.

Storytelling as a Core Workplace Skill

Panelists agreed that storytelling sits at the center of effective communication across industries and roles. Whether in marketing, leadership, healthcare, or finance, the ability to explain ideas through clear, compelling stories helps candidates stand out.

When employers review hundreds of applications, technical qualifications often blend together.
The stories stand out.
They reveal how someone thinks, solves problems, and contributes to a team.

Authentic storytelling, rather than rehearsed or overly polished answers, helps employers understand a candidate’s perspective and potential.

Leigh Feldman echoed that perspective while adding an important step: preparation.

As the CEO of Youth Franchise Brands, Feldman encouraged attendees to research an organization before meeting with a potential employer. Candidates who understand a company’s mission and priorities are better able to connect their own experiences to the needs of the organization.

His advice was straightforward: focus on what you can bring to the table, not just what the job can do for you.

Relationships Still Drive Career Opportunities

Another theme that surfaced repeatedly during the panel was the importance of relationships.

The University of Oregon moderator shared that every role she has held since her first job came through someone in her professional network. Her advice to students and early-career professionals was to use platforms like LinkedIn intentionally. Following industry leaders, engaging thoughtfully with posts, sharing personal projects, and reaching out with genuine curiosity can all help build meaningful professional connections over time.

Ultimately, panelists emphasized that networking works best when it is authentic rather than transactional. Instead of approaching conversations with the mindset of asking for something, the goal is to build genuine relationships where people can support one another professionally.

Entrepreneurship as Another Career Path

The discussion closed with a look at ownership and entrepreneurship as another career pathway. Rather than only searching for employers with open positions, individuals may also consider opportunities that allow them to build something of their own.

In addition, this perspective allowed Feldman to introduce the franchise model as one possible path into entrepreneurship. Franchise systems combine the independence of business ownership with the support, systems, and brand recognition of an established organization.

Within the Youth Franchise Brands portfolio, brands such as Young Chefs Academy and Flour Power Cooking Studios demonstrate how franchise ownership can transform passions—like culinary education and family experiences—into community-centered businesses.

Practical Communication Tips for Students and Early-Career Professionals

For students preparing to enter the workforce, the panel offered several practical insights about communication and career development.

Use storytelling in interviews.
Instead of listing accomplishments, describe situations where you solved a problem, collaborated with others, or helped a project succeed.

Build professional relationships early.
Networking is most effective when it grows from genuine curiosity and shared interests rather than transactional requests.

Research the organizations you speak with.
Understanding a company’s mission and goals helps candidates explain how their experience connects to what the organization needs.

Share what you are learning and creating.
Posting updates, projects, and insights on platforms like LinkedIn helps others understand your interests and professional direction.

These small habits can help students build confidence while developing communication skills that employers consistently value.

For attendees, the panel reinforced a simple but powerful takeaway: communication, relationships, and storytelling remain foundational skills across industries. Whether pursuing employment or entrepreneurship, the ability to connect experiences to a meaningful story continues to shape professional success.