According to The People Profession 2020 report conducted by the Society for Human Resource Management, “people professionals tackle the challenges of change with the support provided by their beliefs that their career provides them with meaning and purpose”

The Society for Human Resource Management’s People Profession 2020 report states that individuals in more goal oriented positions are likely to report that their, “profession offers a meaningful career [and that these professionals] experience happiness as a result of their work [which] is connected to what they think is important in life”.

The People Profession 2020 survey by the Society for Human Resource Management reports that 95% of U.S. professionals believe their career is meaningful.

According to the Society for Human Resource Management People Profession 2020 report, 9 in 10 U.S. professionals believe that their work offers good career prospects.

A 2016 Cone Communications Millennial Employee Engagement Study found that 64% of Millennials consider a company’s social commitments when taking jobs and that they will not work for a company if they do not have strong corporate social responsibility (CSR) values.

The 2016 Millennial Employee Engagement Survey conducted by Cone Communications LLC reported that 83% of Millennials would be more loyal to a company that allows them to contribute to social and environmental issues.

An article from the Center for Social Impact Communication at Georgetown University stated that, “brands can bring their CSR (corporate social responsibility) efforts to life through authentic storytelling [and that] Millennials want to know what companies are doing to make the world a better place”.

Authors from the Center for Social Impact Communication at Georgetown University suggest that the, “corporate world cannot ignore the demands and expectations of Millennials, who are devout in their desire to associate with companies aligned with their values”.

In a Forbes article discussing research on the appeal of audiobooks, authors explain that “as technology evolves, people have more options available to them, which may explain why [reports] found younger adults to be more likely to opt for audiobooks and the multi-tasking they enable”.

According to a study conducted by Pew Research Center on book reading, about 14% of U.S. adults listened to an audio book in 2016, with an 11% increase in e-book consumption between 2011 and 2014, and young adults being more likely to read books in various digital formats.

According to an audio book survey conducted by Statista, 27% of U.S. adults ages 30-49 have listened to audio books in the last year, with 23% of U.S. adults ages 18-29.

In an article published by Inc., authors mentioned that audiobooks are popular with Millennials because they, “provide a way to listen at a high speed rate”, later adding that audiobooks have, “become a preferred pace for many millennials [because] regular books or classroom settings just can’t deliver on that speed factor, that more instantaneous result”.

A research article conducted by the Center for Creative Leadership states that, “a focus on social responsibility is particularly important to attract, retain, and increase the commitment and engagement of Millennial employees and talented women”.

In a study from the Journal of Education For Business, researchers indicate that, “the majority (79%) of Millennials want to work for a company that cares about how it contributes to society and 69% would refuse to work for a company that is not socially responsible”.

A 2019 Forbes article reported that audiobooks have had a big shift in popularity in 2018 where for the first time, “a full half of all Americans ages 12 and older have listened to an audiobook, up from 44% last year”.

A university study on e-books found that “common characteristics described in the literature of Millennials, based on their generational experiences, are their competence with technology” which coincides with increases in audiobook sales.

An audiobook research study from the State University of New York notes that Millennials are, “more technologically advanced than any previous generation [and that] survey data has shown a correlation between age and reading preferences [where] younger people listen to more audiobooks than older Americans”.

According to a 2015 article by the American Press Institute, about “19% [of Millennials] say they have paid in the last year for a subscription service for eBooks or audiobooks such as Kindle Unlimited or Audible”.

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Communicate Company History and Culture to the New Generations


Avatar Business Audio Theatre February 25, 2021 78 5

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Does it seem like your employees are getting younger? Every decade there’s a new generation that grew up with different experiences, different preferences, and different technologies. Their preferred form of communication changes with each generation, as well.

Probably the biggest change in the last ten years is a return to audio as a preferred means of education and entertainment. We say “return” because in the ‘80’s and ‘90’s audio was all the rage with books on tape and recorded lectures.

A Little History

At first, there were tape cassettes that fit into a slot in your car’s dashboard. Then the slots were designed to take CDs. Both formats provided entertainment and education and were especially appreciated on long trips. Then came the Walkman which allowed true mobile listening while walking, running, or just about anything else.

But even before all these advances, there was radio which is still quite popular. Instead of just reading stories, radio theater actually performed them with actors voicing dialogue in scenes with sound effects and music. This audio format seemed to die out with the arrival of television.

It wasn’t long after the advent of the smartphone that MP3 technology made it possible for audio to be downloaded to a mobile device. In the last five years, there has been an explosion in MP3 uses, from audiobooks to podcasts.

Preferred Educational Format

And since podcasts are free, they quickly became the preferred method of education and entertainment to the new generations that are working for you now. In other words, if you want to get through to your employees, you must get through their earbuds!

What Was Old Is New Again

We can learn a lot from the past and still offer folks something “new” – well, at least new for them. It’s the old-style radio drama approach to storytelling – actors, sound effects, and music. We can communicate with them where they are, on their earbuds, and hold their interest with an entertaining approach to education.

Compare the effectiveness of sitting them down, immobilizing them, and hitting them with a boatload of videos and manuals – versus providing them with a page-and-screen free dramatically performed story in an MP3 format they can download and listen to on their own time and while they are active. Which one will they remember?

Business Audio Theatre

That’s the promise of Business Audio Theatre. Meet them where they are, perform a story that has a message, and get their buy-in on that message.

And what is the message? It’s your message, your story, the story of how you put your business together, with all the ups and downs, challenges and successes, surprises and lessons. It’s the story of how the principles that guided you ultimately paid off.

What better way to have that new generation identify with your challenges, root for your success, and respect the principles that got you there! Make them part of the story where they all feel like they are writing the next chapter.

If you want identification with your story, engagement with your principles, and loyalty to your company, think Business Audio Theatre. Meet the new generations where they live and entertain them with a gripping story they will remember and lessons they will never forget.

Let an experienced team that specializes in business culture manage the production of your story with award-winning writers, directors, performers, and editors. When you perform your story in the new generation’s preferred format, they will listen, recall, and apply. Turn both your new and long-term people into advocates with Business Audio Theatre.

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