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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Why Employers Are More Concerned Than Ever About Employee Loyalty

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Avatar Business Audio Theatre April 16, 2021 44 5


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You will never see a line item on a business plan that says, “Turnover – first 5 years: $500,000.” Yet if that’s all it costs, you’d be lucky! Turnover is perhaps the largest hidden cost to any organization. Now that so many folks are working from home, what’s to stop them from clicking on a better-paying pop-up offer to pop into a new company, and pop out of yours?

Can They Identify?

Today, especially millennials want to identify with their employers. They want to work for a company with which they can identify. Everything else is just a temporary job until that “right” job comes along, the one they can buy into.

Hidden Costs of Turnover

And when you lose an employee, it’s not just the replacement cost of recruiting, interviewing, on-boarding, and training you are out, it’s the relationships they have developed with fellow employees, suppliers, and yes, even buyers! These relationships are priceless when it comes to supply chain management, internal and external communication, cooperation, and cash flow.

Why Stay?  

So, what is it about employees that makes them stay with you? Is it the compensation, the hours, the flex time, the benefits, or even the acknowledgment for a job well done? Certainly, these all play a part. Increasingly though, it is something else. They want to identify with and buy into your mission, vision, story, and character. They want to know they are not just making a living – they are making a difference!

What Format Works Best?

But how do you convey your message to your employees in an effective and compelling way? How do you get and hold their attention? How do you impress them and make it memorable? Why do they care about you and your company? Why do they identify? What makes them want to write the next chapter in your company’s story? In other words, why do they buy-in?

Perform Your Story!

Capture their attention and engage their imagination with the story of your company. From humble beginnings to its biggest challenges, from serendipitous events to strategic alliances, from your faith in your product to the tenacity to succeed, your story is the key!

Now Hear This!

Instead of conveying that message in print, presentation,  podcast, video, interview, or timeline, now you can use the magic of the “theater of the mind” through audio performance. Audio is a familiar page-free and screen-free format. They can take it with them, listen to it when they want, and enjoy it while they are hiking, biking, commuting, or working out. Audio theatre is not just read to them. It’s performed for them. The scenes come alive with characters, action, dialogue, sound effects, and music. “It’s cinematography for the ears!”

Emersed your employees in a gripping tale that benefits the customer, community and resulted in their job. As they listen, they identify with the goals and principles of the founder – and pull for their success! That’s buy-in!

We Can Help!

If your company is concerned about lack of engagement, turnover, and employee commitment, if you want to attract and engage the kind of people who identify with your mission and vision, if you want to imbue your people with a sense of pride, advocacy, and making a difference, discover Business Audio Theatre.

We have the business background, technical expertise, and the award-winning experience to produce your Business Audio Theatre. This is an important audio asset that will return on investment for decades! When your people experience your true story they will be more likely to identify, buy in and even write the next chapter!

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