“A poor cultural fit is frequently cited as one of the main reasons [an employee] decides to leave an organization… defining the organization's culture through storytelling should start with branding of the organization and continue through the interview and onboarding process”- Physician Executive Communication Journal

“Employees have a deeper affiliation with the message through organizational storytelling due to aligning stories with their own experiences and understanding”- International Journal of Business and Social Science

“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”- Center for Social Impact Communication at Georgetown University

“Researchers have shown that storytelling strengthens the connections consumers have to brands, so that to a great extent what a brand means to a consumer is based . . . on the narratives he or she has constructed that incorporate the brand.”- Journal of Business Strategy

“Stories are a device… [that] provide managers with a form of social and intersubjective interaction that reflects belief systems, role expectations, interpersonal norms and conditions for work behavior”- International Journal of Management

“[the way employees are on-boarded] sets the tone for the culture of a place, the people, and the values of a new institution and can have a significant impact on employees’ sense of belonging”- Journal of Research, Assessment, and Practice in Higher Education

“Audio platform superiority was about the desire to use an audio platform that is perceived to be superior to other audio alternatives, including on-demand convenience (time and place) and content (vari- ety and uniqueness)”- New Media and Society Journal

“When it comes to digital storytelling for branding, there is, a more positive attitude towards the company when the employer branding message is using digital storytelling”- Management Dynamic in the Knowledge Economy Journal

“There are currently about 1000% more titles published since 2011”- Audio Publishers Association

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

“Maximizing success through onboarding by storytelling during orientations, [helps employees understand] the company's culture and values [and] its goals and history”- Society for Human Resource Management

“Storytelling is essential to successful branding, since your brand is the sum of all your corporate behaviors and communications that inform your customers’ experiences with your product or company”- The Journal of Business Strategy

“Audio narrative has recently benefited from profound cultural shifts in media consumption associated with on-demand television’s binge watching revolution and the advent of digital longform storytelling”- Journal of Radio & Audio Media

“Corporate storytelling is suggested to help demonstrate the importance of the corporate brand to internal and external stakeholders… as well as help a firm to bond with its employees”- Product & Brand Management

“[onboarding] can also aid employees in identifying values congruence which is critical to career contentment and commitment which can significantly impact retention to both the field and the institution long-term” - Journal of Research, Assessment, and Practice in Higher Education

“83% of Millennials would be more loyal to a company that allows them to contribute to social and environmental issues”- Cone Communications

“73% of the U.S. 12+ population (an estimated 209 million people) have listened to online audio in the last month, up from 68% in 2021”- Edison Research

“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”- Forbes

“A focus on social responsibility is particularly important to attract, retain, and increase the commitment and engagement of Millennial employees and talented women”- Center for Creative Leadership

“Storytelling that starts with the persona allows us to tap into these deeper recesses, where the influence of attitudes and emotions is greater… loyalty and trust are found there”- Journal of Business Strategy

“Storytelling that integrates a moral and spiritual component can transform an organizational culture so members of the organization begin to feel connected to a larger community and a higher purpose”- Journal of Business Ethics

“There is value in a story that is, designed to drive the simulation and to elicit the [employee’s] best performance”- Society for Human Resource Management

“Should produce positive effects on key audiences, such as increasingly positive attitudes toward the company and eventually behavioral intentions to support this company”- Public Relations Review

“Employees have a deeper affiliation with the message through organizational storytelling due to aligning stories with their own experiences and understanding”- International Journal of Business and Social Science

“The most recent era in audio entertainment… users are asserting power over the medium to select particular content at particular times”- Mass Communication and Society Journal

“116% growth in spoken word listeners 13-34 years old in the past even years, with 18% growth in the last year”- National Public Radio Organization

“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”- American Press Institute

“Spoken word audio listening is up 40% in the past seven years, and up 8% year over year”- National Public Radio Organization and Edison Research

“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”- Journal of Education For Business

“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”- Forbes

“The audiobook market share shifted from 42% digital copy sales in 2009 to 87% digital copy sales in 2017”- Audio Publishers Association

“Over 71 thousand audiobook titles (were) published in 2020, a 39% growth between previous years”- Statista

Millennials are more technologically advanced than any previous generation [and] survey data has shown a correlation between age and reading preferences [where] younger people listen to more audiobooks than older Americans”- State University of New York

“Story-telling is an important element… involving the sharing of experiences and creation of mental-maps of the environment in which people are motivated to perform to their full potential”- Leadership and Organization Development Journal

“64% of Millennials consider a company’s social commitments when taking jobs and will not work for a company if they do not have strong corporate social responsibility (CSR) values”- Cone Communications

“Three uses for storytelling in organizations: (1) to motivate employees, (2) for education and (3) to consolidate corporate culture”- Journal of Marketing

“Narrative presentation of corporate strategy, comparative advantage, is more effective at producing a consistent and confident choice of competitive advantage among an audience than a presentation of corporate strategy using a PowerPoint style, bulleted list approach”- Journal of Strategy and Management

“Online audio (podcasts, radio shows, music and audiobooks) has become more popular than ever before”- Publishing Research Quarterly

“Audiobook sales revenue has been on a steep rise since 2018, reaching 1.3 billion USD in 2020”- Statista

“The storytelling process yields positive impacts on internal and external stakeholder outcomes including increasing employees’ thriving and meaningful work, as well as the attitudes and trust of multiple external stakeholders”- Journal of Strategic Marketing

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Increase Your Audience and Make a Permanent Impression with Audio Theatre

CONVENIENT AND EFFECTIVE

Avatar Business Audio Theatre November 30, 2020 30


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There should be no doubt that the future of marketing and social media will have a strong audio component.” That is according to Entrepreneur Leadership Network Contributor, Peter Harengel.

The Next Big Thing

Harengel points out that, “Just as marketers and regular social media users perfected the art of creating well-written text and professional-looking photos and videos for their followers, they will soon have to figure out groundbreaking and innovative ways to appeal to users’ ears.” We agree that audio is the next big thing! 

Advantages over Video

There’s a good reason why podcasts and audiobooks are off the charts. Audio is a convenient way to learn and is the preference of a whole new generation. Unlike video, the audience is not tethered to a screen or a page. They enjoy full mobility and can listen on demand. Working out, commuting, doing chores, binging on a road trip, or just giving your eyes a screen break, audio is an increasingly compelling form of edutainment.  Also, unlike video, the files are smaller and are more easily accessible from websites. And the cost of production is generally considerably less than video.

High Quality and Imaginative

According to Harengel, “The content creators of the future will need to also learn how to produce top-quality audio content, in various forms that may not be even imagined yet.”  At Business Audio Theatre, we have not only imagined an example of this new content, but we actually produced a full-length, fully-casted theatrical performance of a business story that has been recognized by the Audiobook Publishers Association as one of the top business audiobooks of 2020! And now we are offering this new approach to top-quality audio content to others.

Experiential Learning

Audio Theatre captures the imagination of the listener. As they are imaging the scenes and the characters, their minds are actively participating in the story. The strategic addition of sound effects and music adds drama and suspense. The proponents are easy to identify with as they are performed in the 3rd person. The characters’ motives and guiding principles become transparent as the actions and outcomes unfold. Audio theatre is entertaining and the takeaways are easier to recall and apply. This is experiential learning at its best.

New Way To Reach Them

Harengel concludes his article on the power of audio with, “It’s very likely that the future belongs to whoever manages to implement audio-based solutions to their existing infrastructure and establish new ways to reach potential and existing buyers.” And we would only add, it establishes new ways to reach potential and existing employees as well!

Why not tell your story in a convenient, familiar, and increasingly popular format that is user-friendly and can be easily accessed? We have the professional experience, business background, and expert team to make that happen! Let us perform your story once so it can make an impact forever! Find out more at www.businesssaudiotheatre.com

 

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