{"id":5080,"date":"2013-09-14T15:54:09","date_gmt":"2013-09-14T15:54:09","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=5080"},"modified":"2013-09-14T15:55:33","modified_gmt":"2013-09-14T15:55:33","slug":"evolving-stories-from-corporate-size-stats-to-the-people-within","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2013\/09\/evolving-stories-from-corporate-size-stats-to-the-people-within\/","title":{"rendered":"Evolving stories FROM: Corporate Size & Stats TO: The People Within"},"content":{"rendered":"

Humanizing Storytelling for Business & Brands: Evolution theme #1<\/em><\/strong><\/p>\n

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\u201cThere can be no vulnerability without risk; there can be no community without vulnerability; there can be no peace, and ultimately no life, without community.\u201d\u00a0 \u2013 M. Scott Peck<\/b><\/p>\n

The traditional stats such as the number of employees, office locations and number of years in business used to be the lead-in, if not the main points in a corporate introduction and story.\u00a0\u00a0 Phrases such as \u201cIn business since..\u201d or \u201cthe largest manufacturer of\u2026\u201d was often believed to provide credibility by its very declaration. \u00a0Thereby commanding respect from others.\u00a0 Employees were usually referred to as a number or in general and in aggregate form.\u00a0 The typical exceptions for highlighting an employee by name was reserved for the prominent leaders that businesses felt should be of interest to investors and the public.<\/p>\n

\"\"Today, not only is greater transparency expected of corporations, but also a direct connection to those employees behind the scenes \u2013 not just the leadership.\u00a0 This direct connection gives people the opportunity to learn more about a business\/brand.\u00a0\u00a0 And when employees are given the opportunity to serve as brand ambassadors, this form of employee engagement produces exponential wins.\u00a0 Employees feel greater satisfaction and reward from the recognition, opportunity and responsibility. \u00a0\u00a0According to a recent report by PayScale, in the United States, the median tenure for a worker at one job is only 4.6 years.<\/a>\u00a0 When reviewing their top 20 List of Fortune 500 Companies with the least loyal employees, all but the exception of Google and Amazon, are relatively faceless, emotionally disconnected brands. \u00a0 \u00a0\u00a0There are countless studies which prove that strong employee engagement is good for business culture, bottom line and relationship building between brands and people. \u00a0 \u00a0When corporations celebrate the people within \u2013 employee retention and recruiting becomes less challenging, and the connections formed between business and people become human\u00a0thereby social and meaningful.<\/p>\n

A great example of how corporations are evolving their story from size and strength towards stories that showcase their employees and culture is GE\u2019s Stump the Scientist<\/b>.<\/a>\u00a0 A bi-weekly series that allows readers to submit questions to GE\u2019s science minds.<\/p>\n

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If stories rely on sharing to live on, then ask yourself which GE story would you prefer to hear or share with others?\u00a0 Choice a) the one about \u201cGeneral Electric \u2013 a multinational conglomerate corporation formed in 1892 with over 305,000 employees or b) one about GE\u2019s Chief Scientist, Jim Bray, and the unanswered questions he faced on the latest episode of \u00a0\u201cStump the Scientist?\u201d \u00a0Judging from the growing audience and interest in GE’s Global Research – \u00a0option “B” succeeds in providing a truly meaningful, human, \u00a0and \u00a0share-worthy brand story.<\/p>\n

Anneliza Humlen<\/p>\n

Check back next week for a dedicated post on Theme 2)\u00a0 From: Mass Media Push > To: Engaging Relationships.<\/p>\n

Please join me for\u00a0@The Social CMO<\/a><\/strong> #MMChat on Monday Sept. 16\u00a0 8 pm EST<\/strong>. where I will be tweeting about\u00a0 the seven ways to Humanize Brand stories as part of my tweet-chat topic of\u00a0 \u201cCreating Share-worthy and Sustainable Brand Stories.\u2019 \u00a0 \u00a0 –<\/em><\/strong> Hope you can make it! ~ AL<\/p>\n

Special thanks to\u00a04nitsirk<\/a>\u00a0for Employee of the Month Photo and duncan<\/a> for featured photo of “Story”<\/p>\n","protected":false},"excerpt":{"rendered":"

Humanizing Storytelling for Business & Brands: Evolution theme #1   \u201cThere can be no vulnerability without risk; there can be no community without vulnerability; there can be no peace, and ultimately no life, without community.\u201d\u00a0 \u2013 M. Scott Peck The traditional stats such as the number of employees, office locations and number of years in … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,1904],"tags":[],"class_list":["post-5080","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-annelizahumlen"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5080","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=5080"}],"version-history":[{"count":4,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5080\/revisions"}],"predecessor-version":[{"id":5089,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5080\/revisions\/5089"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=5080"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=5080"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=5080"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}