5 ways Zappos fosters a culture of storytelling

Employees are much more likely to tell a company’s story when there’s a strong company culture. Here are a few ways to create that environment.

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Jon Wolske, Zappos’ culture evangelist, says more than 1,800 visitors tour the company’s office each month to learn about the unique culture that makes Zappos a company that communicators and other business pros turn to for company culture and employee relations advice.

Zappos tours started after current and potential vendors asked to see the inner workings of the company. The word spread, and after a while, Zappos brand managers received enough tour requests from vendors and consumers that they made it an official process.

In 2009, Zappos Insights—a members-only website dedicated to sharing company culture lessons—was formed, and the company has been featured in Fortune’s Best Companies to Work For for six straight years.

The best part of Zappos Insights is that the lessons can apply to any company or industry. “We are saying that what we do here should work for everybody,” Wolske says.

Here are five ways brand managers can emulate Zappos and motivate employees to tell their company’s stories:

1. Invest in your company’s culture.

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