“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

“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

“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

“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

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

“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 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

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

“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

“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

“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

“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

“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

“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

“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

“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

“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

“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

“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

“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

“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

“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

“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

“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

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

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

“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

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

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

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

“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

“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

“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

“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

“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

“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

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

“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

“[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

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An Employee Experience that Attracts the Kind of People You Want


Business Audio Theatre October 9, 2020 19

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As an employer, you naturally want to attract the kind of employees, associates, and outsourced help that can identify with you, your story, your company, and your goals. Like never before, folks want to know what you stand for – even before they apply. In fact, that may well be the reason why they apply at all.

The Employee Experience …Expanded

Today employees want to know that they are making a difference in the world. Their job is not just how they are able to pay their bills, but how they sleep at night. It’s clear that identification with the founder, history, and values of an organization play heavily in the total employee experience.

A Narrow View

Yet to read the latest HR articles on the employee experience, it’s easy to get the idea that it’s all about quick response to employee needs, providing the best training and technology, efficiency, and career path. You get the idea that it’s all about giving them the best tools to do their job at their best ability. And it is, to a degree.

The Dilemma

But how can they do their best if they disagree with the company’s impact on the environment, the health of the earth, or the rights of their people and customers? How can they be “happy” when every other aspect of the “employee experience” is satisfactory, if they are not proud of the ethics and principles of their employer?

Attract the Right Talent

And how do employees discover who you, as an employer, are and what you stand for? Well, you can tell them, but that will be in the first person and can sound rather preachy or patronizing. You can write it, but again, it’s you, talking about yourself and your story. It can be in a manual, but they won’t see that until after they are hired. Or you can have third parties endorse you and your company, but that can seem a bit contrived. All of these methods are used in advertising and they all have limited effects, especially on employees.

A New Experience

We propose a new way to get the word out about your company, its history, and what it stands for – beside excellent goods and services. It’s a new way to tell your story through actors playing you and the people with whom you have interacted on your entrepreneurial adventure.

It’s a way to demonstrate your values and principles in exciting scenes that dramatize your most salient challenges, breakthroughs, learnings, and insights. It’s a way to show your humanity, humility, and resilience. In short, it’s a way for employees to identify and pull for you as you overcome the odds to ultimately create the company and their very jobs.

And it’s a way for them to discover the company they want to work for, the company that shares their values. In fact, wouldn’t you like your applicants to experience your story before they even applied?

The Ultimate Onboarding Tool

Now, Business Audio Theatre makes this all possible. The Silicon Review says, “A well-scripted, fully casted, entertaining, and professionally performed audio play in audiobook form is the best channel to reach your employees and target audience as it is highly measurable.” Forbes says, “A transformative idea, not just narrated, performed!” And Mark Hindler, 30-year HR specialist and corporate trainer says, “I’ve never heard anything like this! So much more engaging than simple narration or text. You’ve brought the story to life!”

So let us bring your story to life so the rest of what you are doing to create an excellent employee experience has a solid foundation that gives your people the purpose they are seeking. Want to hear what Business Audio Theatre Sounds like? Click on “Samples”  Interested in hearing more? Give us a shout!

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