Yelp
Transforming Internal Communication & Employee Engagement Through Storytelling
Case Study: Amplifying Yelp’s Core Values
Headquartered in San Francisco, Yelp publishes crowd-sourced reviews about businesses. They employ almost 5,000 people around the world.
Our ongoing work involves creating a library of content to:
- Capture personal stories from employees that relate to 1 of their 5 core values:
Be Unboring;
Be Tenacious;
Play Well with Others;
Be Authentic; and
Protect The Source. - Encourage employees to join and support their Employee Resource Groups.
Learn more about this project via Yelp’s Blog Here.
Learn how our methodology and approach can be applied to your organisation.
Bringing Core Values to Life and Increasing ERG Engagement
Leaders at Yelp wanted to bring their core values to life and strengthen connections across its 20+ Employee Resource Groups (ERGs).
Yelp wanted to increase staff engagement, improve team connectivity and make these values more relatable.
Key objectives included:
- Increasing ERG participation and engagement.
- Highlight each core value through stories that inform, motivate and inspire.
- Develop versatile content to support recruitment and retention, helping to ensure employees felt valued and appreciated.
Story-Driven, Multi-Purpose Video Content
Working alongside award winning storytelling consultant Dr. Lalith Wijedoru we celebrate employees’ diversity, unique perspectives and career journeys through storytelling.
The initial StorySlam sessions were not recorded, due to their confidential nature. Employees shared personal stories connected to Yelp’s values. Subsequently, many employees said they were happy for their stories to be captured on film. Each 30–60 minute recording was edited into a 4–6 minute video with custom graphics and thumbnails.
We also produced a series of social media edits (30–60 second clips) to boost engagement further, delivering succinct, powerful messages encouraging viewers to watch the extended versions.
Increased ERG Engagement and Stronger Internal Connections
By aligning stories with Yelp’s values, these videos helped new employees understand Yelp’s unique culture. This ongoing commitment to documenting and celebrating authentic stories also helped to strengthen employee retention.
With a focus on unboring, tenacious storytelling, these videos ensured Yelp’s values were front of mind in internal comms, creating a lasting sense of community, pride and well-being across the organisation.
This campaign highlights how narrative-driven media can serve as a tool for reinforcing values and promoting a thriving workplace culture.
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