Rethinking employee engagement: Storytelling as a tool for empowerment
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How do you keep geographically and culturally diverse employees on the same page with your organization’s mission while also encouraging them to disrupt traditional ways of thinking? It requires an integrated communications approach that is solidly aligned with your priorities. Discover how BASF is using internal communications to empower employees.
- Use compelling storytelling techniques—such as the hero’s journey—to inspire and motivate employees to innovate and break the status quo
- Craft a meaningful, easy-to-understand call to action and communicate it through various channels
- Provide leaders with the tools they need to be more relatable and effective in reinforcing your corporate culture
- Understand how to measure success by carefully analyzing employee acceptance, retention and action
Maureen Paukert directs corporate communications for BASF Corporation in North America, headquartered in Florham Park, New Jersey. BASF has nearly 18,200 employees in North America and had regional sales of $17.9 billion in 2017. Paukert’s regional team is responsible for employee and change communications, media relations, community relations, online and interactive, science education, and environmental, health and safety communications. She also oversees BASF’s charitable giving in the region as secretary of the BASF Foundation USA.