Engaging people through storytelling to become an employer of choice in the knowledge era

Kritzinger, Henriette (2008-03)

Thesis (MBA (Business Management))--Stellenbosch University, 2008.

Thesis

ENGLISH ABSTRACT: Business leaders of today agree that people are the greatest asset of their enterprises, but they struggle to live up to the requirements the knowledge specialists of today dictate. This study investigates the method of storytelling as a leadership tool to engage people in businesses and to contribute to such businesses in becoming an Employer of Choice. In the present day knowledge era the way we communicate has changed completely and knowledge has become the single most important factor within businesses. The latter, in conjunction with the technology boom, has led to an extremely fast paced business environment worldwide, leaving the knowledge experts feeling somehow alienated. Business leaders need to understand this phenomenon and incorporate a culture of care within the business. It is easy to overlook the least troublesome, uncomplicated and inexpensive ways of communications, such as storytelling, to add value in creating a business environment of such a nature. South African businesses should tap into the wisdom of the Ubuntu culture that has its roots deep in storytelling as a method of knowledge sharing and to foster development. The objective of this research document is to illustrate the relationship between storytelling and engaging employees and retaining talent by means of which management could gain a better overview of how their implementation of a storytelling culture in the business could affect their customer retention in the relevant business.

AFRIKAANSE OPSOMMING: Eietydse sakeleiers stem saam dat mense die grootste bate in hul ondernemings is, maar hulle vind dit moeilik om aan die vereistes te voldoen wat die kennisspesialiste deesdae voorskryf. Hierdie studie stel ondersoek in na die metode van storievertel as 'n bestuurswerktuig om mense binne ondernemings te betrek en om by te dra dat sulke ondernemings 'n voorkeurwerkverskaffer kan word. In die hedendaagse kennis-era het die manier waarop ons kommunikeer, heeltemal verander en het kennis die enkel belangrikste faktor in ondernemings geword. Gepaardgaande met die ontploffing in tegnologie, het ondernemings tot 'n uiters vinnige pas in die wêreldwye sake-omgewing gelei, wat die kennisspesialiste ietwat vervreemd gelaat het. Sakeleiers behoort hierdie verskynsel te verstaan en 'n omgee kultuur in hul ondernemings in te voer. Dit is maklik om die mees probleemvrye, ongekompliseerde en goedkoopste kommunikasie maniere mis te kyk, soos die vertel van stories, om waarde toe te voeg tot die skepping van 'n sake-omgewing van so 'n aard. Suid-Afrikaanse ondernemings behoort die wysheid in die Ubuntu-kultuur te ontgin met sy wortels diep in storievertel as 'n manier om kennis te deel en om te ontwikkel. Die doel van hierdie opdrag is om die verhouding tussen storievertel en die betrokkenheid van werknemers toe te lig en om hul talent te behou waardeur die bestuur 'n beter oorsig kan verkry van hoe die implementering van 'n strorievertel kultuur in die onderneming die behoud van kliënte in die betrokke onderneming kan beïnvloed.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/846
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