Client Feature: An Interview with StoryCorps

Nonprofit HR: According to our 2022 Nonprofit Talent Management Priorities Survey, performance management, culture and engagement, and learning and development were the top three talent management priorities indicated by survey respondents. Do these reflect the top three talent management priorities for StoryCorps? 

Stein: Yes, they do. I think that in terms of performance management, what we started prior to the pandemic was to adapt data-driven objectives and key results (OKR) methodology to be able to quantify impactful results and have a process where as an organization, we are setting these objectives. As well as in our departments and as individuals, we are setting these objectives, so each is supporting the whole and is connected.

In terms of culture and engagement, the pandemic has posed a huge challenge. Part of what staff themselves identify both when we do engagement surveys and when we do exit interviews is that they really value their colleagues and the culture of StoryCorps—it’s the people. In fact, we always say, “Never say goodbye,” because StoryCorps people always come back one way or another. The pandemic made that really hard and people missed each other. Zoom wasn’t the same. How do you try to take cultural norms and make them virtual? 

“I think COVID split open a lot of fission points and a lot of the norms got upended. So while in the beginning, we were focused on keeping everyone safe, what’s emerging is, what should work culture look like for Story Corps?”

As an example of how we did that culture building in person is we have a lovely tradition on Fridays. At lunchtime, we would all gather together in our common lounge space and listen to the story that aired that morning on NPR’s Morning Edition. The producers would give us a background of the story and how they identified it because, to date, we have captured over 340,000 interviews, so not everybody’s interview is getting on to NPR. Details from our producers often ranged from how they found the story to what exactly attracted them to it. The interviews are 40 minutes, but the public is only hearing two minutes. They also share what was focused on primarily, what got left out and any interesting bits that didn’t make the cut. And they share how those being featured in the story react when hearing it! So we have this tradition of doing a deep dive and sharing it together. Then, we do shout-outs and high-fives, it’s a wonderful Friday tradition. Thankfully, we were able to translate it to Zoom and people have really appreciated that. It’s a real anchoring piece of normalcy for StoryCorps. 

Also, as is everyone, we’ve been really focused on keeping people safe and sane, so we’ve had a lot of cross-staff working groups. We’ve had a working group focused on how to safely return to doing in-person interview collection, we’ve had a cross-functional group around how to come back to the office safely and we’ve also had an ongoing IDEA group (diversity, equity, inclusivity and accessibility) focused on setting targets as well as defining goals and ways to move forward as an organization. We also have an internal affinity group for Black, brown, Indigineous and melanated people of color. That was a staff-driven initiative as well! 

Also, we used to do these lunch and learns where we would all sit and have our lunch, either having a speaker or someone internally share, so we made that virtual. We’ve been fortunate to have some very nice opportunities to have key speakers. Vanita Gupta used to be on our board before she went to the Department of Justice, so she did a large lunch and learn Q&A with our staff, which was phenomenal. Our outgoing interim board chair, Marta Moret, professor at Yale University, gave a great Q&A for our staff, so that was also an exciting opportunity. We also did some of the fun trivia nights and social stuff, but it’s hard when you may have spent the majority of your work day on virtual meetings to then come be social on another virtual platform. You can get exhausted!

Nonprofit HR: It seems like StoryCorps was able to take the outside, of what you all are producing and promoting, and incorporate that into the employee experience. 

Stein: You know what’s also really great about it? Not everyone here is a producer. This is my first experience in an organization involved with media, and it takes a lot of pieces to make the whole. Even in all those discussions, the questions are coming from all the people who aren’t producers, but we all have some ownership and love of the stories. People have their favorite ones, and sometimes they will link to their favorite stories in their e-signature.

Nonprofit HR: You mentioned earlier diversity through lived experiences. Most organizations may be familiar with more of the classic definition of diversity, when it comes to race, gender, ethnicity, abilities, language, etc. Can you speak a little more about diversity in lived experiences?

Stein: First of all, we have a mobile tour; it’s one of our core programs. That tour went virtual at the beginning of the pandemic, and we were lucky that we were able to make that pivot quickly and continue it. We consider this a service, and we are giving people the opportunity to have meaningful conversations, record them for posterity, and be stored at the Library of Congress. But the mobile tour is about being able to go out because we are a vast country. We’ve been to Alaska, Wyoming and Idaho. When we’re planning tours, we think about rural, urban, middle of the country, southeast, northwest, where haven’t we been to at all, where we haven’t been back to in a while, etc. It tends to be a zig-zag. And then, we are partnering with organizations and local public radio stations to get out there and get everyday people in everyday places all over the country. I think there is some geographic diversity in that.

In particular, in the piece that 60 Minutes highlighted us on, One Small Step, instead of the story coming to us, there is a real focus in saying, “We need to go out and find people who are on different ends of the spectrum around their beliefs and bring them together to have a conversation.” There is a diversity in where we are going and what we are hoping is universal in our message of, “We would like people to come together and have a conversation and find some shared humanity in this time of divisiveness.” That’s been a new and different focus for us, going out there to the heart of it and asking for it. So that is a challenge that we’ve been rising to and feel is important in order to meet the commitment of the focus of One Small Step.

Nonprofit HR: How has gathering stories evolved considering the direction of journalism and presence of polarization today? Especially, in attracting staff that are across the spectrum of diversity to be able to capture all the thoughts that are out there?

Stein: We’re very fortunate that StoryCorps has a reputation and is known, so there is some level that people are attracted to the mission and to our work. We certainly feel it’s critical to hire top talent in various fields. We need producers; we need graphics; we need audio/visual editing; we need marketing and communication—there are multiple facets. Again, we seek to hire staff that reflect the diversity of the communities we are trying to reach and that we can iterate and learn as an organization, as employees. We’ve had a real commitment to training around implicit bias and the interconnectedness of different forms of racism and oppression and how to think about that, making sure that we are self-reflective in our work when presenting sensitive stories.

To attract and keep talent, we are making sure that we offer generous compensation packages that include competitive wages and benefits. Pre-pandemic, we committed to mental health and had given everyone 12 free counseling sessions and information for personal work/life issues. We are glad we had that in place. It’s been a tough couple of years.

Another core value is the belief that the interview space is a holy space. We will do no harm. We will have the highest ethical standards in hosting and maintaining every interview, giving people the rights and authority over the interview, and facilitating them to save it for posterity, and for themselves, in the Library of Congress. Then, when a story is selected to be highlighted, we may do a second part to the interview, an “ask back.” We’ll pick up on a theme that might not have been a main thread, but it is always done with respect, permission and a focus on that being a good experience.