“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
“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
“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
“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
“[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
“There are currently about 1000% more titles published since 2011”- Audio Publishers Association
“Online audio (podcasts, radio shows, music and audiobooks) has become more popular than ever before”- Publishing Research Quarterly
“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
“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
“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
“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
“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
“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
“Over 71 thousand audiobook titles (were) published in 2020, a 39% growth between previous years”- Statista
“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
“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
“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
“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
“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
“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
“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
“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
“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
“[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
“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
“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
“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
“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
“Three uses for storytelling in organizations: (1) to motivate employees, (2) for education and (3) to consolidate corporate culture”- Journal of Marketing
“The audiobook market share shifted from 42% digital copy sales in 2009 to 87% digital copy sales in 2017”- Audio Publishers Association
“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
“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
“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
“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
“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
“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
“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
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OFF SITE – OUT OF SIGHT!
It’s hard enough to build team spirit and promote a positive company culture in an office environment. But now, with the virus-induced mega-trend toward working from home, it’s an even greater challenge! Soon you will be hiring folks to represent you and your company that you have never met in person. They will be working for you off-site and out of sight!
Communications at Risk
How do you convey the history and principles of your company in this new, sterile environment? Once your people start working off site, there is an addition layer of separation. It further isolates them from the kind of physical oversight that could provide the real-time coaching and on-the-spot corrections required to benefit your company, improve their soft skills, and keep your customers happy. The potential for communications problems just went up!
Turnover is Increasing
How do you imbue your off-premises people with the entrepreneurial spirit of the company, and give them a reason to identify with it’s goals and guiding principles? How do you build loyalty? They don’t know you. They could be working for anybody. You and your company are just an account on their screen that could easily be replaced by another company for a few dollars more. The potential for turnover just went up!
Engagement is Lacking
How do you preserve your legacy within your company? It wasn’t that long ago that you were working out of your garage, limited out on all your credit cards, and painfully aware that if you didn’t make a sale today, you would not be open tomorrow. But now your success is also your challenge. Before, when you had just a few people, they all knew your story and how you overcame the challenges. They all knew their jobs depended on sales. But now, sales is “someone else’s job” and the specialization that gave you efficiencies of scale is hurting your communication and teamwork. How do you tell your story to your new 21st Century, off-site work force? The potential for disengagement just went up!
A Digital Message
You have to deliver a digital message to your people that’s in a familiar format that’s both entertaining and educational. It has to be a digital message that will enable them to identify with the company’s history and guiding principles. It has to be a digital message that shows them, not tells them, the “why” and not just the “what.”
We think that digital message is Business Audio Theatre, where your story is performed, not just read to them. A series of real life events from your company’s history demonstrates the principles you want them to emulate. Hollywood actors play the characters who interact in action-packed scenes, complete with sound effects and music! They get the message because it’s in story form, it’s entertaining, and they identify with the characters and their challenges. Stories also makes it easier for them to remember, recount, and apply.
A Solution
Your people need to know why your business is special. They want to know what you stand for beside the goods and services you provide. Their pride in those merits will make them think twice about jumping ship. Their identification with your history will encourage them to be more engaged. And isn’t that what you want from your off-site work force? You may not be physically there, but your story is now part of their experience.
To learn more, please visit us on our new LinkedIn Company Page.
Who We Are
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.
