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Want to be sure your employees hear and take action on your messages? We can help.

5 Tips to Help Your Team Build Storytelling Skills

March 25, 2022

By Laura Singer, Senior Communication Consultant

Storytelling is a terrific tool to engage an audience—whether that audience is a single business partner in another function or an employee population of thousands.

For most people, telling stories in a business environment doesn’t come naturally, because it requires un-learning a lot of the ways we’ve been taught to communicate in the workplace. But storytelling is a skill that can deliver huge benefits.

We’re firm believers that storytelling should start at the top, but it shouldn’t end there. In fact, all employees have the capacity to tell a good story. And with the right approach, you can help them build this muscle. Here are some tips:

Start with a workshop.

A training session is the best way to kick off your storytelling initiative. By its very nature, storytelling is a compelling workshop topic, with lots of opportunity for fun facts, engaging examples and interactivity. In a workshop, participants can learn what makes a good story and why. More importantly, workshops can give participants the confidence they need to add stories to their day to day activities, and bring the value of their work to life in a new, compelling way.

Model storytelling.

As a manager, you have to walk the talk. One of the best ways to develop storytelling skills in your team is by example. Following your workshop, have a couple stories in hand to share with your team, and model this behavior on a regular basis.

Ensure ample opportunity to practice.

Encourage your people to integrate a story into their presentations, or write a newsletter article to showcase a recent accomplishment. Challenge them to tell a story when working on a multidisciplinary project as a way to build trust and break down silos. Practice is the best way to become a better storyteller. In fact, it’s the only way.

Offer encouragement and feedback.

Not all stories will hit the mark, especially when people are starting out. Help your team members hone their storytelling skills by giving them feedback. Start with what the storyteller did well, and then tell them where they could have made the story more compelling and memorable.

Reward and recognize excellence.

If you want to promote the use of storytelling, make sure to recognize a job well done. This sends a message to effective storytellers that you value their work. Then you can take the opportunity to share examples of what good storytelling looks like.

Would you like to reap the benefits of storytelling at work? The O’Keefe Group can help you customize and conduct storytelling training sessions to fit the needs of your organization.

5 Reasons Why Storytelling Works at Work

March 16, 2022

By Laura Singer, Senior Communication Consultant

True story: Once there was a leadership team for a support function in a large global corporation. All the members were asked to create a story that communicated the value their work brought to the enterprise. But all came up short. Their stories lacked characters, emotions and a narrative arc. They were a litany of the usual corporate talking points.

The moral of this story is that storytelling is easier said than done.

For most of us, storytelling in the workplace does not come naturally. In fact, storytelling forces us to unlearn a lot of what we do to communicate in our jobs. We’re trained to be succinct and stick to the facts. We focus on metrics, not people. Storytelling is the Un-PowerPoint. It’s the Non-Elevator Speech.

While slide decks and elevator speeches are important tools, good stories have a capacity to engage the audience in a way that other types of communication do not.

In our next blog, we’ll provide some tips for helping employees flex this little-used muscle. In the meantime, here are five reasons to make storytelling part of your communications toolbox.

Storytelling builds trust

A common theme in corporate storytelling involves a person or team overcoming an obstacle—and this is something everyone can identify with. When we see ourselves in the characters, we experience empathy. So, the very act of telling a story makes people trust you more, helping to build and strengthen partnerships.

Storytelling helps break through silos

Stories create connections, spark dialogue, and spotlight similarities, not differences. For example, If IT and HR need to partner on a project, they may bring different mindsets, ways of working, and even their own vocabulary. Stories break through the jargon, help people find common ground, and allow for a real exchange of ideas.

Storytelling communicates value

Through vivid examples, stories allow you to show – not just tell – how your team or function contributes to the overall success of the enterprise. For example, we recently worked with a Global Privacy team to show how safeguarding customer data can lead to innovation and growth in other parts of the business.

Storytelling simplifies complex information

Stories make abstract concepts concrete and understandable. This is especially important when you’re trying to engage those outside your own functional area who may not share your level of expertise. And stories help to demystify new initiatives — a merger, a change in employee benefits, a new legal requirement, for example— by providing scenarios and characters that folks can relate to.

Storytelling is data’s best friend

Data doesn’t change behavior — emotions do. Research has shown that after a presentation, 63% of the audience remembered the story while only 5% remembered the statistics. By wrapping your numbers within a story, you have a better chance of getting attention and driving action.

Does your organization have stories that need to be told? The O’Keefe Group is here to help.

For Valentine’s Day (and Every Day)… A Reminder to K.I.S.S.

February 11, 2022

By Laura Singer, Senior Communication Consultant

We’re all familiar with the concept of K.I.S.S. – Keep It Simple Stupid (or more politely, Keep It Short and Simple). We could add yet another variation: Keep It Short and Scannable.

Information overload is relentless, with another whole set of messaging around the pandemic and its effect on the workplace heaped onto other corporate communications. So, if you really want to be heard, K.I.S.S. is more important than ever.

Whether you’re creating your own content or coaching others to be better communicators, here are some tips for frequently used channels:

Email

Make your subject line the headline: It should summarize the entire message and command attention. If action is required, say so here.
Capture key information in the first paragraph: Write like a journalist, with the most important information up front.
Make use of bullet points: They make your message easier to scan and easier to digest.
Keep it concise: The longer your message, the greater the risk of losing your reader’s attention.

PowerPoint

Limit bullet points to five per page: If you have more, create two slides instead of one.
Use powerful graphics: Good graphics break up the space, add interest and increase engagement.
Keep the number of slides to a minimum: If you need to add detail and support materials, use an Appendix.

Intranet article

Hone your headline: Like a good picture, a good header is worth a thousand words. Take the extra time to get it right.
Engage an editor: Ask a colleague to review your draft. Even the best writers benefit from another set of eyes to ensure clarity and cut excess verbiage.
Make it easy to scan: Imagine how much harder it would be to read this article without bullet points!
Choose a high impact photo or graphic: When you’re competing for attention on the intranet, a high quality image can pull in readers and get them to read your article.

Infographic

Pay attention to the intro: A strong header and, if necessary a short subhead, should telegraph what the subject matter is about.
Aim for brevity, scannability and simplicity: Content should be ultra short and bulleted. Let the graphics do the heavy lifting.
Give it a test run before finalizing: Before signing off on design, have a few people from your intended audience review the infographic on different devices to ensure clarity and usability.
Make sure design supports content: Good design will help get your message across, not overwhelm it.

Looking for a partner to keep your communications short and simple? The O’Keefe Group’s writers know what it takes to get your audience engaged.

Can You Pay Attention Longer Than A Goldfish?

April 6, 2021

Communication Tips to Get Your Employees to Take Action

By CB Morris, Senior Communication Consultant

The coronavirus pandemic continues to provide employees with countless distractions that tax their already brief attention spans. Research before the pandemic had human attention span at 8 seconds – which is less than the attention span of a goldfish (9 seconds)!

So, we shouldn’t be surprised it’s challenging to get employees to take action. Whether it’s to respond to a request, take a brief survey or fill out that performance review, there’s never been a better time to communicate with clarity to empower your employees to act.

Follow these simple tactics to help employees prioritize what needs to get done and the outcome you need.

The Messenger Matters
The subject and who the sender is are the first thing the reader sees in emails. Most employees are more responsive to messages from a leader or their manager. If you are not the manager, it could help to copy the manager.

Grab Them by the… Subject Line
Subject lines should be clear and also catch attention. Craft your subject line thoughtfully. Keep it brief and give the recipient a reason to open the email and act.

Make It Easy as 1-2-3
Sometimes vital information is buried in the second or third paragraph or even in the closing of an email. Remember the 8 second rule! Some employees may be reading from a mobile device or only scan the first couple of lines before moving on. So help them quickly understand what you need them to do right away:

Summarize the request (brief is best)
Highlight the action (what you need them to do) – including an estimated time requirement is a bonus!
Set a clear deadline (this helps employees prioritize the action)

Hide Then Show the Details
Some employees need the details before they can take action. Others prefer to “cut to chase” and want to skip the fine points – so offer both options. But do it thoughtfully. If more information could help your employees to understand the request or importance to the business, summarize it next. You can include links to resources or a contact to answer questions.

Don’t Fail to Follow up
When a deadline is missed, be sure to have a plan to follow-up. It could be on a team call or more personal check-in. But failure to follow up on requests can set you up for more “non-responsiveness” in the future.

Need help crafting communication that gets heard above the noise?
We can help.

DE&I: The Power of Employees to Drive Change

March 6, 2021

By Cathleen Donnelly, Senior Communication Consultant

The global reckoning on race has generated soul-searching in boardrooms, in Human Resources and Corporate Communications, and among employees. According to recent research from The Conference Board, employees across all generations – Millennials, Gen-Xers and Baby Boomers – now rank racism and gender inequity as the top two social change issues.

In many organizations, the work to create real and lasting change has already begun – and it’s often employees who are driving it. Even as many are working remotely, employees serve as powerful, highly visible agents for change. Leaders and communicators can help boost these efforts with strategic communications to reinforce your company’s commitment to diversity, equity and inclusion (DE&I):

Start conversations – and keep them going.
Create forums where employees can openly and safely tell personal stories about how they’ve experienced or witnessed discrimination. These conversations are not easy, but we can and should encourage leaders not to avoid them.

Promote small group discussions (in-person or virtual) with a focus on the effects of discrimination. Honest and open dialogue helps change attitudes and behavior and builds trust and mutual respect.

Use collaboration tools like Yammer and Slack to highlight employee testimonials. These platforms for sharing employee stories often generate additional conversation and connections.

Enlist and support leaders at every level.
Executives and managers need to drive awareness and reinforce the company’s efforts to support diversity, equity and inclusion. Make it easy by providing:

“Expertise on demand” with Leader & Manager Toolkits. A “one-stop-shop” playbook provides consistent messaging and easy-to-use tools such as talking points and PowerPoint decks.

Practical, nuts-and-bolts support. Training is essential but so are tools leaders can use every day – such as inclusive language guidelines, strategies for resolving gender- or race-based team conflicts, and checklists for assisting team members going through gender transition.

Promote corporate programs that enable employees to get involved.
Showcase your company’s commitment to fostering diversity, equity and inclusion outside the workplace, along with initiatives that engage employees in the community, including:

Flexible schedules or paid time off programs for employees to volunteer.

Company-wide Days of Service that bring together employees, families, and community agencies.

Matching contributions to organizations that promote education, social justice and racial equity.

Changes that last

While Black History Month, Women’s History Month, and Pride Month rightfully celebrate the achievements and contributions of historically marginalized groups, demonstrating authentic commitment to diversity, equity and inclusion requires communication all year long.

Need help creating a communication plan that reinforces and amplifies your company’s commitment? We can help.

We Have Something to Celebrate!

July 30, 2020

We’re Officially a Certified Women Owned Business

Not much to celebrate these days? Yup, right there with you. But we are excited to share that The O’Keefe Group is now certified as a Women’s Business Enterprise (WBE) through the Women’s Business Enterprise National Council (WBENC)!

This certification underscores The O’Keefe Group’s commitment to promoting diversity in the workplace. We also recognize our clients’ commitment to foster supplier diversity, and we’re so pleased we can add diversity to your supply chain.

We look forward to continuing to provide you with internal and change communication support – strategy, consulting, writing and creative services.

About WBENC Certification

WBENC’s national standard of certification is a meticulous process including an in-depth review of the business and site inspection. The certification process is designed to confirm the business is owned, operated and majority controlled by a woman or women.

More than 1,000 corporations representing America’s most prestigious brands as well as many states, cities, and other entities accept WBENC Certification. For more information, visit WBENC.

In This Moment: Looking Ahead to 2021 Benefits Annual Enrollment

July 2, 2020

By Oonagh Power
Head of Editorial Services & Senior Communication Consultant

Raise your hand if you’re done with 2020! Yep, thought so.

Although we’ve all been navigating these tumultuous times in different ways, we do have at least one shared experience: 2020 has forced everyone out of their comfort zone.

In many aspects of our professional and personal lives, “business as usual” no longer applies. We’ve had to rethink how to best reach our employees and where we spend our time and focus. Planning for annual benefits enrollment is no exception; it’s another communication campaign we need to reassess.

Even though 2021 plan design changes may not be finalized until later in the summer, we are encouraging our clients to start discussions now about what and how to communicate. Communication is critical; now is the time to:

Start planning. Fall benefits enrollment will likely look different, as some employees return to the office and others continue to work from home. Now is the time to think about how to:
• Ensure your annual benefits enrollment guide is mobile-friendly and easily accessible to employees and their families
• Incorporate video, infographics, graphs, and other visual elements to simplify complicated or technical concepts
• Consider a postcard or news magazine mailing to homes, highlighting changes and how to enroll
• Transform your annual health fair into a virtual event

Give a snapshot. Many companies have made changes to their benefits offerings in response to the COVID-19 health care crisis. Most changes have been communicated piecemeal, as they were rolled out quickly to employees. An infographic provides an at-a-glance reminder about these recent enhancements and changes to benefits plans, including medical, prescription drugs, mental health, spending accounts, life insurance, time off, and child care support, as well as changes to 401(k) loan provisions. Sending it out now provides an introduction to benefits enrollment season.

Make it easy. We’re all exhausted by the global pandemic. The endless communication coming at us about COVID-19 doesn’t leave much brain space for understanding the important benefit decisions that need to be made this fall. We have also seen cultural shifts in how we communicate – inside and outside the workplace. Consider simplifying your enrollment guide to focus on the essential. The details can be moved to an evergreen benefits guide or a series of easy-to-read fact sheets.

We’ve been making annual benefits enrollment season easier for employees in both good and bad times for more than 20 years. Contact us if you need a hand this enrollment season.

The Shocking Stats: Introducing The O’Keefe Group Benefits Bootcamp

July 2, 2020

Do your employees fully understand their benefits? Do they know which plans will work best for them each year? Do they appreciate your company’s investment in their benefits? If the answer to any of these questions is no, you’re not alone.

Check out this infographic for the shocking stats.

Introducing The O’Keefe Group Benefits Bootcamp

We can help your employees make sense of their benefits – with The O’Keefe Group Benefits Bootcamp.

Our Benefits Bootcamp program is a fun and engaging way to educate employees during:
• Annual enrollment
• New hire orientation
• Ongoing benefits education campaigns

Employees will learn:
• How can a high-deductible health plan actually save me money?
• What’s the difference between coinsurance and copayments?
• What does “meeting a deductible” mean?
• What is a prescription “formulary list”?
• What kind of care can I get through telehealth?
• And much more

Want to know more? Contact us today.

3 Reasons Why Storytelling Is So Right, Right Now (part 1)

June 15, 2020

By Danielle Foley
Senior Communication Consultant

A few of us at The O’Keefe Group were talking about the ongoing challenges of managing work with kids at home, and one colleague shared that she had been struggling to get her 9-year-old daughter Sofie to do her reading assignments each day.

She was also worried about her Aunt Margaret, a former teacher who is elderly, living alone and isolated. After a frustrating day of juggling the battle to read with client work, a light bulb went off – why not put the two together?

Now, every morning, an eager third-grader reads to her Aunt over FaceTime. Sofie is happily fulfilling her daily reading requirement, Aunt Margaret thoroughly enjoys this highlight of her day, and my colleague is able to focus on work!

Not only did this put a smile on all of our faces, it reminded us how powerful storytelling can be—perhaps even more so during this time when we are all in need of connection and inspiration.

Organizations that effectively use storytelling during this tumultuous time in our history are going to come out ahead. Why? Because employees are more distracted than ever. Stories “cut through the noise” – giving employees the information you need them to know, in a way that inspires action.

Why storytelling works…

• Messages delivered as stories can be up to 22 times more memorable than facts alone.

• Science tells us why. When we hear a story, chemicals like cortisol, dopamine, and oxytocin are released in the brain:
– Cortisol helps us remember things.
– Dopamine, which helps regulate our emotional responses, keeps us engaged.
– Oxytocin, associated with empathy, is an important element in building, deepening, or maintaining good relationships.

Storytelling can help leaders build trust.
Right now, employees are receiving an enormous amount of communication. And yet, in these uncertain times, there is so much information your employees need and, in fact, want to hear from you!

A recent Edelman survey found that 63% of employees trust their employer more than they trust government or news sources for information about COVID-19. Plus employees often rely on their immediate supervisor when it comes to understanding change and how it affects them. This is especially true as organizations prepare to bring workers back into the office.

If you haven’t already, ask your leaders to send out regular updates, sharing stories of how the organization is responding to the COVID-19 challenge. This is a great way for leaders to show empathy, compassion, and their human side (including when pets or kids interrupt a video!).

Francis McLoughlin, Senior Communications Partner, CVS Health, captures this sentiment well: “Leaders are becoming more human, engaging with the rank and file more often and in a more honest way. Employees appreciate transparency, even if the message is difficult, and they will be more willing to help with the best solution.”

Johnson & Johnson’s Chief Human Resource Officer gets this right with his salute to “onsite superheroes” who are working daily to manufacture critical health care products and advance a COVID-19 vaccine. A senior executive at another Fortune 500 company takes a different approach, creating weekly videos from his home office, dressed in casual clothes. In the 2-minute videos, he thanks all employees for their hard work in the face of uncertainty by sharing specific stories of teams and individuals who have gone above and beyond.

This recognition through storytelling is key because, as a recent International Association of Business Communicators (IABC) article reinforces, “Recognition does more than raise spirits; it demonstrates generosity, which builds trust.”

Don’t miss our 2nd installment: how storytelling can create organizational goodwill at a time when we all need a little extra inspiration.

Clear and open communication with employees is always critical. We’ve been helping clients communicate with their employees in both good and bad times for over two decades. If you need an extra set of hands to keep employees informed, let us know. We’re here to help.

3 Reasons Why Storytelling Is So Right, Right Now (part 2)

June 15, 2020

By Danielle Foley
Senior Communication Consultant

In part 1 of this blog series, we explained how leaders can use storytelling to help build trust during an uncertain time. In this installment, we discuss how storytelling—in particular stories about the organization’s purpose, mission, and good deeds—can create organizational goodwill that will pay off well into the future.

Google searches for “good news” are at an all-time high. It’s not surprising that we are all in need of a feel-good moment. Many companies have done amazing things to respond to these tumultuous times, so if your company is one of them, it’s time to start sharing these stories with employees.

Storytelling can create organizational goodwill now and for the future.
Organizational pride can help keep people motivated. And it could even be good for their mental health. A recent International Association of Business Communicators (IABC) article maintains, “Keeping employees connected with the purpose and meaning of their work is essential for emotional resilience and mental wellness.”

Starbucks, for example, is doing a particularly good job of telling great stories. Even more inspirational? Employees can also contribute to the storytelling—whether it’s about masks they are making for health care workers or how they were able to help out a neighbor in need.

It’s also a good time to share stories of your organization’s founding and remind employees why and how it came to be. As Paul Zak, Founding Director of the Center for Neuroeconomics Studies Professor of Economics and author of “Trust Factor” states, “What passion led the founder(s) to risk health and wealth to start the enterprise? Why was it so important, and what barriers had to be overcome?”

Sharing the history of your organization’s founding and larger purpose against the backdrop of our current crisis can be both grounding and unifying. Referencing your founding principles can be appropriate even when sharing difficult news – as Airbnb Co-Founder and CEO Brian Chesky did when discussing workforce reduction.

The hope is that when we are on the other side of this pandemic, and employees once again have choices about the kind of organization they want to work for, they will remember how their employer responded and communicated in this moment.

As Maya Angelou said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Don’t miss our 3rd installment: how storytelling can help employees learn about and feel comfortable with new ways of working and living.

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